Thailand‘s government arrived at this year’s Cannes Film Market with “The White Lotus” as its flagship example of how the kingdom’s filming incentives translate into tangible returns.
Sunanta Kangvalkulkij, director-general of Thailand’s Department of International Trade Promotion (DITP), tells Variety that the HBO series generated approximately $36.5 million in local production spending across 129 days of filming and engaged around 1,000 Thai crew members. After it aired, travel bookings to Thailand surged by around 300% and online searches for the country rose by roughly 88%.
“This is the right direction that the government has decided to support,” Kangvalkulkij says.
The series also marked the acting debut of Thai-born Blackpink member Lisa Manobal, deepening the cultural resonance of its Thailand connection.
Thailand’s core offering to international producers is a 30% cash rebate that Kangvalkulkij describes as carrying no spending cap and no cultural test – meaning productions are not required to incorporate Thai content. The rebate has drawn a run of major titles: alongside “The White Lotus,” recent shoots include “Jurassic World Rebirth,” “Alien: Earth” and Bollywood blockbuster “Dhurandhar.” Between January and March 2026, 162 international films were shot in Thailand, generating more than $36 million in inbound investment, according to ministry figures.
