Billionaires in Thailand Cash In as HBO’s White Lotus Puts Koh Samui on the Global Map

When HBO’s The White Lotus picked the Thai island of Koh Samui as the setting for its third season, it wasn’t just the show’s 15 million viewers who took notice—local billionaires quickly saw a golden opportunity.

Thailand is now bracing for a surge in tourism, with predictions of a record 40 million visitors in 2025, up from 35.5 million last year. Two prominent Thai business figures are set to benefit most: Puttipong Prasarttong-Osoth, CEO of Bangkok Airways, and William “Bill” Heinecke, the founder of hospitality giant Minor International.

An Island Bet That Paid Off
Puttipong’s family has deep roots in Koh Samui, having built the island’s only airport back in the 1980s. That bold move has paid off handsomely—today, Bangkok Airways owns the airport and operates most flights in and out of the island. The airline is preparing for a tourism boom by ordering up to 30 new aircraft and expanding the airport later this year, anticipating a record 2.7 million visitors to Samui in 2025.

Luxury Hotels Get a Spotlight
Meanwhile, Heinecke’s Minor International owns the Four Seasons Resort where the show was filmed, along with three other hotels featured in the series. With his personal wealth estimated at $1.2 billion, Heinecke is eyeing global growth, including plans to launch his Anantara brand—known for luxury with Thai-inspired touches—in the United States next year.

“The hype is real,” Heinecke said, adding that tourists from Europe and the U.S. who’d never considered Thailand before are now flocking to experience the glamorous lifestyle shown in The White Lotus.

Short-Lived Boom or Lasting Legacy?
Despite the buzz, experts caution the wave of attention may be fleeting. Each season of The White Lotus moves to a new exotic locale, and with Season 3 wrapped up on April 6, the clock is ticking for local businesses to maximize their gains.

Adding to the challenges was a deadly earthquake in neighboring Myanmar on March 28, which was felt in Bangkok and briefly raised concerns about a dip in tourist numbers. Both Puttipong and Heinecke, however, remain confident in long-term growth, maintaining their projections and investment plans.

From Humble Roots to Global Giants
Both moguls have built empires beyond Koh Samui. Puttipong’s family also owns Bangkok Dusit Medical Services, Thailand’s largest private healthcare group, while Heinecke’s Minor International boasts over 560 hotels in more than 50 countries and owns Spain’s NH Hotel Group.

For Heinecke, the biggest win may be the show’s casting of Thai K-pop star Lalisa Manobal (LISA of BLACKPINK), who plays a hotel employee in the series. “She’s opening up a whole new generation of luxury travelers,” Heinecke said. “Her global following is fueling a lot of the buzz around the show.”

As Thailand capitalizes on its Hollywood moment, one thing is clear: for some of the nation’s wealthiest, The White Lotus has turned into the ultimate business booster.