Koh Samui Sees Surge in Bookings as Tourism Interest Soars
PUBLISHED: 21 Feb 2025 at 18:40
Interest in travel to Koh Samui, Thailand, has surged by 88% since the release of the latest season of a popular television series, leading to a remarkable 44% increase in hotel bookings on the island, according to tourism executives.
The Tourism Council of Thailand indicates that Koh Samui may not face a low season this year, inspired by the hit series that portrays the lives of resort employees and affluent guests over a week-long stay.
Council vice-president Ratchaporn Poolsawadee highlighted the significant uptick in travel interest, noting that searches for Koh Samui have skyrocketed since the launch of the season’s episodes, which commenced earlier this week.
The Four Seasons Resort Koh Samui features prominently as the fictional setting for the series, while additional scenes were filmed at various other luxury resorts on the island.
Data indicates that UK travelers are particularly interested in visiting Thailand, with a notable 53% increase in searches year-over-year. In the program’s opening week, Thailand ranked as a top travel destination for these users, with Koh Samui, Phuket, and Bangkok all seeing substantial growth in search activity.
Booking activity indicates a 44% increase for Koh Samui and a 17% rise for Bangkok accommodations. The series has generated substantial excitement within the tourism sector, with hotel searches for Koh Samui having climbed even before the airing began.
Additionally, searches from travelers in the United States have increased by 65% since January. The top countries showing interest in Koh Samui currently include Israel, Germany, France, the UK, and the US.
The phenomenon, often referred to as the “Lisa effect,” influenced by a popular K-pop figure appearing in the series, is attracting a diverse range of tourists from various regions, creating opportunities for local businesses to enhance their marketing strategies.
Looking ahead, Ratchaporn anticipates that the series will continue to drive tourism on Koh Samui throughout the year, potentially eliminating the traditional low season.
In support of this growth, the Department of Tourism has facilitated international film projects in Thailand, with a cumulative production value exceeding billions in baht last year, underlining Thailand’s rich cultural appeal as a global travel destination.
