“The White Lotus” Season 3 Features Lisa—But Fails to Deliver the Expected Tourism Boost for Thailand

When the third season of the acclaimed HBO series “The White Lotus” was officially announced to be set in Thailand, excitement swept across the nation’s tourism industry. Expectations soared even higher when the global K-pop superstar Lisa of Blackpink was revealed as part of the cast. With her immense international influence, many believed Lisa’s appearance would be the ultimate catalyst, propelling Thailand’s tourism to new heights—much like the dramatic spikes witnessed in Hawaii and Sicily following previous seasons.

But now, as the much-anticipated season airs, the reality is far less glamorous than the fantasy.

A Series Known for Transforming Destinations

“The White Lotus” is renowned for its darkly comedic exploration of wealthy guests and staff at the fictional White Lotus resort, peeling back layers of luxury to reveal hidden secrets and social tensions. The first two seasons, set against the lush backdrops of Maui (Hawaii) and Sicily (Italy), not only captivated audiences but also triggered real-world tourism booms—Hawaii and Sicily saw visitor numbers soar by up to 300% after their on-screen debuts.

With Thailand as the new setting, hopes were high that the “White Lotus Effect” would repeat itself, especially with Lisa’s star power in the mix.

Lisa’s Understated Role—A Missed Opportunity

However, according to leading TV critic Daniel Fienberg, the show’s producers have fallen short of harnessing the full potential of their local cast—particularly Lisa. Despite her worldwide fame, Lisa’s character, Mook, a resort employee, appears only briefly and contributes little to the central plot. Fienberg notes, “Failing to develop the Thai characters, especially Lisa’s, not only diminishes the value of the cast but also squanders her magnetic appeal. Her presence should have been a game-changer, but the show barely scratches the surface.”

This sentiment has been echoed by American media, which criticized “The White Lotus” for not capitalizing on Lisa’s global fanbase, instead relegating her to a forgettable cameo.

Tourism Hopes Unfulfilled

On the ground, the much-anticipated influx of international tourists has yet to materialize. Southern hotels—especially in Phuket and Samui, which were expected to benefit most from the show’s exposure—report no significant uptick in bookings. Bill Barnett, CEO of C9 Hotelworks in Phuket, observes, “Despite the buzz, there’s no clear sign of a tourism surge. In fact, international arrivals in Phuket this year could end up lower than last year.”

Barnett points to several factors behind this underwhelming performance, most notably the decline in Chinese tourists—a group once vital to Thailand’s tourism sector. Three main reasons have deterred Chinese travelers: Beijing’s push for domestic tourism, safety concerns in Thailand, and economic headwinds at home, including the impact of U.S. tariffs.

Statistics from Airports of Thailand Plc show that between April 1 and April 21, including the busy Songkran festival, Phuket welcomed just over 28,700 direct arrivals from China. While that’s a 25% increase over the same period in 2019, it still falls short of the robust recovery many had hoped for post-pandemic.

Global Uncertainty, Shifting Markets

Beyond the Chinese market, wider global instability is also weighing on travel decisions. Geopolitical tensions and economic uncertainty mean travelers are more cautious, often opting for destinations closer to home or postponing long-haul trips altogether.

Still, there are pockets of optimism. Paitoon Wongsasutthikul, Chief Investment Officer at Asset World Corp (AWC), notes that Phuket hotels are now attracting a more diverse clientele, with less reliance on Chinese visitors. During an extended holiday in early May, the Phuket Marriott Resort & Spa Nai Yang Beach reported occupancy rates above 80%, driven largely by guests from Russia, Singapore, and Hong Kong.

Chayanon Horpattanaporn, AWC’s Chief Financial Officer, forecasts that average room rates across Phuket and other AWC properties will continue to rise year-on-year, even in the low season. However, he cautions that overall guest numbers may still drop due to fewer international arrivals.

The Bottom Line: Hopes vs. Reality

Despite the glitzy backdrop of “The White Lotus” and the star power of Lisa Blackpink, Thailand’s tourism sector has yet to witness the dramatic turnaround so eagerly anticipated. The challenges are complex: shifting travel patterns, economic uncertainty, and evolving global dynamics mean that a single TV series—even one as influential as “The White Lotus”—cannot single-handedly revive an entire industry.

For now, the “Lisa effect” remains more of a dream than a reality. Thailand’s tourism leaders are learning that, while pop culture can spark interest, sustainable growth requires a broader, more flexible strategy in an unpredictable world.