Thailand is rolling out the red carpet for Hollywood, and it’s paying off. Following a record-breaking year for revenue from international film productions, the Southeast Asian nation is strategically leveraging its newfound status as a premier filming location to boost its tourism sector. With high-profile projects like HBO’s ‘The White Lotus’ and the upcoming ‘Jurassic World Rebirth’ showcasing its stunning landscapes to a global audience, Thailand is poised to convert on-screen magic into a real-world travel phenomenon.
The “Set-Jetting” Strategy Takes Center Stage
The strategy, often called “film tourism” or “set-jetting,” is not new, but Thailand’s approach is becoming more ambitious and structured. The government’s goal is clear: to achieve a 10% growth in revenue from foreign film shoots by 2026. This move comes after a banner year in 2023, when international productions generated a record 7.4 billion baht (approximately $200 million) for the country, a significant leap from previous years.
This success is fueled by a combination of breathtaking scenery, skilled local crews, and attractive government incentives, including a cash rebate system for foreign productions. By actively courting major studios and streaming giants, Thailand is moving beyond being a passive backdrop to becoming an active partner in global entertainment.
Hollywood’s New Favorite Playground
The impact of this strategy is already being felt, thanks to two blockbuster productions.
The ‘White Lotus’ Effect
The third season of the Emmy-winning series ‘The White Lotus’ was filmed across Thailand, including locations in Bangkok, Phuket, and Koh Samui. The show, known for its luxurious settings and cult following, is expected to create an immediate surge in interest for Thailand’s high-end resorts and idyllic beaches. Tourism officials anticipate that viewers will be inspired to book their own Thai getaways, hoping to experience the opulence and drama they see on screen. This “White Lotus effect” has previously driven significant tourism increases for its past locations in Hawaii and Sicily.
A ‘Jurassic’ Footprint
Adding to the excitement, the next installment of the ‘Jurassic World’ franchise, tentatively titled ‘Jurassic World Rebirth,’ is scheduled to begin filming in Thailand. Production is expected to take place in Bangkok and various national parks in southern provinces like Krabi and Trang. The film’s use of Thailand’s dramatic limestone karsts and pristine jungles as a stand-in for a prehistoric world will undoubtedly cast a global spotlight on the country’s natural wonders, attracting adventure-seekers and nature lovers.
Future Projections and Traveler Impact
The ripple effect of this Hollywood focus is expected to be widespread and transformative for Thailand’s tourism landscape.
What This Means for Travelers
For travelers, this translates into new opportunities. We can expect to see:
- New Destinations on the Map: Locations featured in these productions, some of which may have been less-traveled, will likely see a surge in popularity. This could lead to improved infrastructure and more tour options in regions beyond the traditional tourist hubs.
- Themed Tours and Experiences: Travel agencies and local operators are likely to capitalize on the trend by offering “set-jetting” tours that take fans to the exact filming locations of their favorite shows and movies.
- Economic Boost for Local Communities: The influx of both film crews and subsequent tourists provides a significant economic injection into local economies, supporting everything from hotels and restaurants to transportation providers and artisans.
Potential Challenges Ahead
However, this rapid growth also presents challenges. The primary concern is the risk of over-tourism in specific, highly-publicized locations. The Thai government and tourism authorities will face the task of managing increased visitor numbers sustainably to protect the very natural and cultural heritage that makes these locations so attractive in the first place. Striking a balance between promoting tourism and preserving the environment will be crucial for the long-term success of this initiative.
Ultimately, Thailand’s strategic pivot to harness the power of cinema is a bold and calculated move. By transforming on-screen visibility into tangible tourist footfalls, the nation is writing a new script for its tourism industry—one where the allure of Hollywood helps travelers discover the real-life magic of the Land of Smiles.
