Crowds of visitors descended on Maui and Sicily after the HBO show’s first two seasons. Is the tropical resort island of Koh Samui ready for Season 3?
When the third season of the hit HBO series “The White Lotus” debuts on Sunday, viewers will be transported to the tropical island of Koh Samui, Thailand. And if previous seasons are any indication, many of them will soon be booking vacations there, too.
The show, which takes place at a different fictional White Lotus luxury resort each season, centers on a group of wealthy tourists, their interpersonal dramas and the inevitable tension with staff and locals, all against a backdrop of paradise skewed.
The travel industry has been anticipating the new season almost as much as fans have. Partly thanks to the so-called “White Lotus” effect, Koh Samui and Thailand have already emerged as top destinations. Koh Samui was one of the New York Times 52 Places to Go in 2025, and Thailand was Travel+Leisure’s 2025 destination of the year.
With a wave of tourists set to wash ashore, the roughly 68,000 residents of Koh Samui are about to get a lot more familiar with the “White Lotus” effect.
On the pristine white sand of Chaweng Beach one recent evening, Tey, 46, a local carpenter who declined to give his last name, said he didn’t really know much about the series. But then came a flash of recognition.
