Surge in tourist numbers and spending bucks the trend for Thai retailers, with Sahathai and Central reaping rewards
The popularity of the hit HBO series The White Lotus Season 3, filmed partly on the Thai island of Koh Samui, is providing a significant boost to the local retail sector. This boom starkly contrasts with the more challenging conditions faced by retailers in other parts of Thailand. Below is me at theFour Seasons getting a bespoke wellness massage.
While the national retail landscape navigates economic headwinds, Koh Samui in Surat Thani is experiencing a surge in tourist activity and spending. Key players like Sahathai Department Store and Central Festival Samui are capitalizing on the influx.
The series, filmed on the island in 2024, culminated in an eight-episode run earlier this year, which garnered record viewership. It has shone a global spotlight on Koh Samui, attracting tourists eager to experience the idyllic setting showcased on screen.
Adding to the hype is the inclusion of Thai superstar Lisa Lalisa Manobal in the cast, which has further amplified international interest. Since the start of 2025, visitor numbers have noticeably increased.
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This retail resurgence highlights how cultural phenomena like The White Lotus can significantly influence local economies. As Koh Samui continues to bask in the spotlight, the island’s retailers are riding the wave of success while the rest of the country grapples with economic uncertainties.
Local Retailers Reaping Rewards
Alil Panjakunatorn of Sahathai Surat Thani highlighted a 20-30% increase in tourist footfall at their mainland store, attributing the spike in part to the “White Lotus” effect. The phenomenon has drawn more international visitors to the region, boosting local commerce despite broader challenges for Thai retail.
Koh Samui, already recognized as a top destination – ranking as the best island in Asia Pacific for 2024 by Travel + Leisure – attracts over 2.5 million tourists annually and accommodates a substantial number of daily flights. The “White Lotus” connection has further cemented its appeal, translating directly into increased retail activity and economic growth for the island, in stark contrast to the more muted performance elsewhere in Thailand.
Central Festival Samui Joins the Boom
Similarly, Dr. Nattakit Tangpoonsinthana from Central Pattana reported a significant uplift in tourist numbers and spending at Central Festival Samui. Although specific traffic figures haven’t been released, the positive impact of the television series on the island’s retail and overall economy is evident.
Central Festival Samui, designed with a focus on high-end tourists and its “Reminiscence of Southern Lifestyle” theme, is well-positioned to capitalize on the growing interest.
A Trend Forecast from Koh Samui
Living in Koh Samui myself, I’ve noticed how this retail boom isn’t just limited to shopping. It’s about the whole lifestyle experience the island offers. My top trend forecast? The Four Seasons Wellness and Secret Garden is a must-try for anyone visiting the island. This blend of luxury, wellness, and natural beauty is exactly what today’s tourists are craving.
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