The buzz around Mike White’s critically acclaimed series, "The White Lotus", has reached a new peak with the release of its third season, captivating audiences worldwide while simultaneously redefining the concept of "armchair" travel.

Following enchanting journeys to Hawaii and Sicily in its previous seasons, the latest instalment takes viewers on a thrilling excursion to Thailand - a destination that encompasses 2025’s most sought-after travel trends, including luxury, wellness, and "galcations".

In a stunning illustration of the show's impact, Minor Hotels reported a remarkable 104% increase in traffic to their Anantara properties in Thailand after the premiere of the latest season.

In South Africa, "The White Lotus" effect is palpable, with travel agency Flight Centre noting a notable rise in inquiries regarding trips to Thailand, particularly in hotspots like Koh Samui, Phuket, and Bangkok, where segments of the show were filmed.

“We’re definitely seeing an increase in Thailand enquiries,” stated Antoinette Turner, general manager for Flight Centre South Africa.

“The show's stunning backdrops - lush surroundings, pristine beaches, and luxurious private villas - have undoubtedly piqued interest.”

It’s not hard to understand the allure of enjoying a holiday steeped in elegance, where one can easily imagine meditating in a tranquil treatment suite before heading out for beach relaxation or a local tuk-tuk ride to celebrate the vibrant water festival of Songkran.

Turner noted that a trip to Thailand need not come with a hefty price tag: “The biggest drawcard - beyond the beaches - is that Thailand remains visa-free for South Africans, which makes a big difference if you’re on a budget.”

She also emphasised the importance of responsible tourism, urging potential visitors to discover less-trafficked destinations and support local initiatives aimed at preserving the country's natural charms.

“Enjoy Thailand, but explore lesser-known areas,” she advised. “Also, consider off-season travel if you can.”

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‘The White Lotus’ effect: South Africans flock to Thailand for a slice of paradise