The latest: HBO's "White Lotus" Season 3 debuts today in Thailand, igniting significant interest in tourism. Searches for destinations such as Koh Samui have surged by 40%. The Four Seasons Resort Koh Samui, the primary filming site, has teamed up with HBO as part of Thailand's initiative to draw in 40 million visitors this year.
Why it matters: The trend of "set-jetting" reveals that TV shows now surpass social media in influencing travel choices. Past seasons of "White Lotus" led to a 300% increase in searches for featured locations. Thailand has already witnessed a spike in flight searches of up to 65% for filming spots.