Thailand turns to film tourism to boost international travel

Bangkok : Thailand is seeking to turn its growing popularity as an international filming destination into a new source of tourism, with the Tourism Authority of Thailand (TAT) promoting locations featured in movies and television productions.

Under its "Amazing Locations: From Scene to Scenic" campaign, TAT is targeting the growing trend of travelers visiting places they have seen on screen. Deputy Governor Nithee Seeprae said film and television can create lasting interest in destinations while benefiting local communities.

The strategy is supported by Thailand's production infrastructure, skilled crews, studios and government incentives. More than 100 international productions have reportedly used the country's locations under its cash rebate program, generating over THB20 billion in spending for local crews and businesses.

Koh Samui illustrates the potential. After appearing in the third season of "The White Lotus," online interest in the island rose 88pc, while hotel bookings increased 44pc, according to TAT.

The agency is now seeking to promote lesser-known destinations, including Nong Khai, Bueng Kan, Ubon Ratchathani and Nakhon Si Thammarat, to filmmakers and travelers.

Thailand's film industry is also expanding beyond service production into original local content. Recent international projects have included "The Challenge" Season 42, "Jurassic World: Rebirth" and "Send Help."

TAT hopes the initiative will establish Thailand as a long-term global filming destination while spreading tourism benefits beyond the country's best-known attractions.