The Tourism Authority of Thailand (TAT) has launched “Amazing Locations: From Scene to Scenic,” a campaign built to convert the country’s rising profile as a filming destination into lasting tourism, as productions ranging from “The White Lotus” to “The Challenge” Season 42 continue to draw international attention to Thai locations.
TAT deputy governor Nithee Seeprae says the campaign grew out of watching how quickly the “set-jetting” trend has taken hold among travelers who plan trips around what they have seen on screen.
TAT frames the push as part of a broader strategy to make Thailand a top-of-mind choice for global productions, pointing to the strength of its local crews, production infrastructure, studio facilities and incentive programs as the pillars of that pitch. The campaign’s specific job, as Seeprae describes it, is to bridge filmmaking and travel: encouraging filmmakers to turn Thailand’s varied landscapes into cinematic backdrops while steering travelers toward the real places they recognize from the screen.
“We have seen firsthand how tangibly it benefits destinations and local communities when a film or series puts a place on screen,” Seeprae says. “It genuinely inspires people to travel, and we have seen that pull firsthand, audiences putting Thailand at the top of their must-visit list simply because they fell in love with it on screen first.”
