inbound tourism nz

INBOUND TOUR OPERATOR SERVICES

Let us show your customers the very best of aotearoa/new zealand.

Haka Tours has been expertly guiding thousands of guests around New Zealand since 2007. We specialise in small-group adventure tours, including snow tours, and our itineraries range from three to twenty-three days in length. We also have a private tours division, an educational and sports tours division, and we act as a destination management company for global tourism operators.

As a proudly New Zealand operated tour company , we know what it takes to deliver the best possible experiences of Aotearoa/New Zealand. In conjunction with our industry partnerships, our own fleet of buses and our 14 Haka accommodation properties across the country, we are best placed to be able to fulfil your requirements, whatever the size or type of tour you’re looking for.

When you partner with Haka Tours, you’ll soon see why we regularly receive accolades and awards not only from the tourism industry, but also from the wider business community. These awards reflect our expertise, passion and commitment to delivering outstanding tours, striving to exceed your customers’ expectations every step of the way. Click here to download our Private Tours brochure >

If you’re looking for an experienced inbound tour operator to partner with, please email General Manager Eve Lawrence and we’ll be in touch to discuss your needs.

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As a proudly New Zealand-owned and operated tourism company, we know what it takes to deliver the best possible experiences of Aotearoa/New Zealand. In conjunction with our industry partnerships, our own fleet of buses and our eight Haka accommodation properties across the country, we are best placed to be able to fulfil your requirements, whatever the size or type of tour you’re looking for.

Our Core Markets

Global Tour & Travel Agencies

Destination Management Services

Our extensive local knowledge and strategic partnerships cover off all aspects of this iconic destination our focus is to understand your needs, then plan your tour itinerary to provide the best possible experience for your guests and participants.

White Label Tours

We know that when it comes to marketing your company around the world, branding is important. International tour operators often ask us to “white label” the tours we’ve put together for them so their brand is front and centre throughout the tour. We currently operate New Zealand tours for some of the world’s biggest and most well-known tour brands as well as niche tour companies across the globe.

Not only do we run white-label tours in English, but also in German, Spanish and Mandarin.

Fill out the form below and find out how we can create and host a hassle-free tour that will not only meet but exceed the expectations of you and your guests.

Utilising our award-winning expertise and our solid network of preferred suppliers, we are the best choice for inbound tour operator services within New Zealand. Fill out the form below to enquire how you can partner with us to get the best New Zealand tour experience for your clients.

Trusted & Accredited

We’re a member of the following associations:

• Tourism Industry Aotearoa
• Tourism Export Council of New Zealand
• Bus & Coach Association New Zealand
• Road Transport Association NZ

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Learn More About Our Tours

About General Travel

General Travel is one of New Zealand's longest established and most respected Inbound Tour Operators.

Founded in 1973, the company's legacy, in-depth experience and commitment towards quality service and product development has earned it a solid and respected reputation.  

Because General Travel New Zealand is privately owned and operated, its principals bring a truly personalised "hands-on" approach to the business.  

Highly skilled, multi-lingual staff with an intimate knowledge of New Zealand are on hand from start to finish, providing guidance and care for the safety and well-being of travellers from all corners of the world. 

• All Inclusive Package Tours
• Independent Travel Arrangements
• Group Tours
• Incentive Tours
• Cruise Ship Shore Excursion Management

As one of New Zealand's travel industry pioneers, Peter has always based the development of his business on two concepts; to provide innovative quality services and products, and to meet the needs of customers efficiently, competitively and professionally.  We are proud that Peter's long serving commitment sees him as a recipient of the Tourism Export Council of New Zealand Lifetime Membership Award.

Anna initially pursued a career offshore in corporate banking, joining her father's business when the call of tourism could no longer be ignored. Anna has since confidently embraced and enhanced the backbone of the tourism industry as a whole, having served on the board of Tourism Industry Aotearoa (TIA) and in an influencing role as the President of the Tourism Export Council  of New Zealand (TECNZ).

Born in Singapore, John and his family moved to New Zealand in 1990.  Working for a large hotel chain and gathering valuable experience of owning and running his own business, John's considerable tourism experience and management style has seen the company continue to grown under his leadership. John's empathy and hands-on approach  gains recognition and mutual respect from all.

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Memberships & Affiliations -

ADS Approved Destination status China market PKP – Premier Kiwi Partnership programme (China market) with Tourism New Zealand DOC Department of Conservation Concession Licence Tourism Export Council of New Zealand Travel Industry Association New Zealand JATA Japan Association of Travel Agents Qualmark Endorsed 'Tourism Export Council Inbound Tour Operator'

Our Reviews

The trip was very well organized & we enjoyed the trip so much. Thanks!

Jui Hui Yap, Singapore

I would like to take this opportunity and thank the entire team involved in executing this booking. Each and every thing was taken in care by the team.

Asmil Kaarandikar, India

We are back from New Zealand and we had a fantastic tour of our life! We started to miss New Zealand and we are planning to visit again in the near...

Mr Akira Ng & Ms Ruiling Peng, Singapore

My uncle and aunty are very happy with all the tour arrangements so far and they would like to send their regards to you for making it such for them.

Niece, Malaysia

Just a quick note to let you know that all went extremely well with our New Zealand Tour. Our accommodations were excellent – breakfasts were superb!...

Kashif Mohamed, India

We have completed our trip in the North Island of NZ and returned to Singapore last weekend. It was an enjoyable and fun itinerary planned by you .....

Joie Toh, Singapore

General Travel New Zealand, is extraordinary. Highly recommended. Good hotels, good itinerary. Every thing is conducted clockwork!

Asha Singh, India

The New Zealand & Australia Touring Specialists

Since 2004, the New Zealand Fine Touring Group has been passionate about providing international visitors with unique and tailored travel experiences. New Zealand Fine Touring serves as the parent company for several of New Zealand and Australia’s top original touring brands, including; Discover New Zealand, New Zealand Self Drive Tours, New Zealand Coach Tours, Ski New Zealand, Fine Tours New Zealand, Thrifty Tours New Zealand, Pure Journeys, Inside Australia Travel, NZ Road Trip and nzsidekick.

If you are a tourism business interested in partnering with us, a travel retailer searching for a reliable New Zealand or Australia inbound operator, or an individual looking for a unique way to experience New Zealand or Australia, you have come to the right place.

LIFE AT NZFT

CAREER OPPORTUNITIES

We offer comprehensive support to our clients from their initial enquiry until they return home. Regardless of whether they opt for a guided coach tour, a month-long road trip, or just a weekend getaway, we provide customised services. Our team is enthusiastic about delivering a top-notch experience, and we strive to make it happen.

Catlins, Otago , Clutha

By Miles Holden

International visitors

See the trends in annual visitor arrivals to New Zealand since 2016. You can filter the report by country or purpose of travel, using the drop-down menus. (Source: Statistics New Zealand (opens in new window) )

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For an overview of international visitor behaviour in New Zealand prior to March 2020. You can filter reports by country, using the drop-down menus.   (Source: Statistics New Zealand (opens in new window) ) 

Regional spend

This data  is a good indicator of spend growth in a region over time, but it doesn't capture all tourism spending. Filter the reports by region or product-type using the drop-down menus. (Source:  Ministry of Business, Innovation, and Employment (opens in new window) )

To check any definitions used in these reports, see our  glossary (opens in new window)  If you'd like to download charts in CSV format: click on the chart; click the ellipsis (...) and select Export data; then click Export at the bottom of the pop-up window.

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Travel, Tourism & Hospitality

Travel and tourism in New Zealand - statistics & facts

International tourist numbers soar, auckland: new zealand’s tourism hotspot, tourism’s carbon footprint is causing concern, key insights.

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Tourism value added as a share of industry GDP New Zealand 2014-2023

Total tourism expenditure New Zealand 2014-2023, by tourist type

Total number of people employed in the tourism sector New Zealand 2014-2023

Editor’s Picks Current statistics on this topic

Current statistics on this topic.

Monthly number of international visitor arrivals to New Zealand 2019-2023

Number of international visitor arrivals to New Zealand FY 2023, by country of origin

Perceived positive impacts of tourism on culture and heritage New Zealand 2023

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• Premium Statistic Tourism value added as a share of industry GDP New Zealand 2014-2023
• Premium Statistic Tourism GDP growth rate New Zealand 2014-2023
• Premium Statistic Total tourism expenditure New Zealand 2014-2023, by tourist type
• Premium Statistic Total tourism expenditure New Zealand 2022-2023, by product type
• Premium Statistic Total number of people employed in the tourism sector New Zealand 2014-2023

Tourism value added as a share of industry GDP in New Zealand from 2014 to 2023

Tourism GDP growth rate New Zealand 2014-2023

Growth of tourism gross domestic product (GDP) in New Zealand from 2014 to 2023

Annual tourism expenditure in New Zealand from 2014 to 2023, by tourist type (in billion New Zealand dollars)

Total tourism expenditure New Zealand 2022-2023, by product type

Total tourism expenditure in New Zealand from 2022 to 2023, by product type (in billion New Zealand dollars)

Total number of people employed in the tourism sector in New Zealand from 2014 to 2023 (in 1,000s)

International tourism

• Premium Statistic Monthly number of international visitor arrivals to New Zealand 2019-2023
• Premium Statistic Annual number of international visitor arrivals to New Zealand FY 2014-2023
• Premium Statistic Annual growth of international visitor arrivals to New Zealand FY 2014-2023
• Premium Statistic Number of international visitor arrivals to New Zealand FY 2023, by region of origin
• Premium Statistic Number of international visitor arrivals to New Zealand FY 2023, by country of origin
• Premium Statistic Number of international visitor arrivals to New Zealand FY 2023, by port of entry
• Premium Statistic Number of international visitor arrivals to New Zealand FY 2023, by age
• Premium Statistic Number of international visitor arrivals to New Zealand FY 2023, by purpose of visit
• Premium Statistic Number of international visitor arrivals to New Zealand FY 2023, by length of stay

Monthly number of international visitor arrivals to New Zealand from June 2019 to June 2023

Annual number of international visitor arrivals to New Zealand FY 2014-2023

Annual number of international visitor arrivals to New Zealand from financial year 2014 to 2023 (in 1,000s)

Annual growth of international visitor arrivals to New Zealand FY 2014-2023

Annual growth rate of international visitor arrivals to New Zealand from financial year 2014 to 2023

Number of international visitor arrivals to New Zealand FY 2023, by region of origin

Annual number of international visitor arrivals to New Zealand in financial year 2023, by region of origin (in 1,000s)

Annual number of international visitor arrivals to New Zealand in financial year 2023, by country of origin (in 1,000s)

Number of international visitor arrivals to New Zealand FY 2023, by port of entry

Annual number of international visitor arrivals to New Zealand in financial year 2023, by port of entry

Number of international visitor arrivals to New Zealand FY 2023, by age

Annual number of international visitor arrivals to New Zealand in financial year 2023, by age (in 1,000s)

Number of international visitor arrivals to New Zealand FY 2023, by purpose of visit

Annual number of international visitor arrivals to New Zealand in financial year 2023, by purpose of visit (in 1,000s)

Number of international visitor arrivals to New Zealand FY 2023, by length of stay

Annual number of international visitor arrivals to New Zealand in financial year 2023, by length of stay (in 1,000s)

Outbound tourism

• Premium Statistic Annual number of outbound NZ resident travelers New Zealand FY 2014-2023
• Premium Statistic Number of inbound NZ resident arrivals New Zealand FY 2023, by country visited
• Premium Statistic Leading tourism experience interests among outbound travelers New Zealand 2022
• Premium Statistic Leading sport tourism experience interests of outbound travelers New Zealand 2022
• Premium Statistic Leading wilderness tourism interests of outbound travelers New Zealand 2022

Annual number of outbound NZ resident travelers New Zealand FY 2014-2023

Annual number of outbound New Zealand resident travelers from New Zealand from financial year 2014 to 2023 (in 1,000s)

Number of inbound NZ resident arrivals New Zealand FY 2023, by country visited

Annual number of inbound New Zealand resident travelers to New Zealand in financial year 2023, by country visited (in 1,000s)

Leading tourism experience interests among outbound travelers New Zealand 2022

Leading tourism experience interests among outbound travelers from New Zealand in 2022

Leading sport tourism experience interests of outbound travelers New Zealand 2022

Leading sport tourism experience interests among outbound travelers from New Zealand in 2022

Leading wilderness tourism interests of outbound travelers New Zealand 2022

Leading wilderness tourism experience interests among outbound travelers from New Zealand in 2022

Tourism in Auckland

• Premium Statistic Monthly number of international visitor arrivals to Auckland New Zealand 2019-2024
• Premium Statistic Annual number of international visitor arrivals to Auckland New Zealand FY 2020-2023
• Premium Statistic Number of international visitor arrivals to Auckland, NZ FY 2023, by country origin
• Premium Statistic Share of domestic overnight leisure trips New Zealand 2022, by region
• Premium Statistic Top attractions visited by domestic tourists Central Auckland New Zealand FY 2022
• Premium Statistic Top attractions visited by domestic tourists South Auckland New Zealand FY 2022
• Premium Statistic Top attractions visited by domestic tourists North Auckland New Zealand FY 2022

Monthly number of international visitor arrivals to Auckland New Zealand 2019-2024

Monthly number of international visitor arrivals to Auckland, New Zealand from June 2019 to January 2024

Annual number of international visitor arrivals to Auckland New Zealand FY 2020-2023

Annual number of international visitor arrivals to Auckland, New Zealand from financial year 2020 to 2023 (in 1,000s)

Number of international visitor arrivals to Auckland, NZ FY 2023, by country origin

Annual number of international visitor arrivals to Auckland, New Zealand in financial year 2023, by country of origin (in 1,000s)

Share of domestic overnight leisure trips New Zealand 2022, by region

Share of domestic overnight leisure trips taken in New Zealand as at December 2022, by region

Top attractions visited by domestic tourists Central Auckland New Zealand FY 2022

Leading attractions visited by domestic tourists in Central Auckland, New Zealand in financial year 2022

Top attractions visited by domestic tourists South Auckland New Zealand FY 2022

Leading attractions visited by domestic tourists in South Auckland, New Zealand in financial year 2022

Top attractions visited by domestic tourists North Auckland New Zealand FY 2022

Leading attractions visited by domestic tourists in North Auckland, New Zealand in financial year 2022

Views on tourism

• Premium Statistic Views on the impact of international and domestic tourism on New Zealand 2023
• Premium Statistic Views on international tourism impact on post-pandemic economic recovery NZ 2023
• Premium Statistic Perceived positive impacts of tourism on the economy and society New Zealand 2023
• Premium Statistic Views on the environmental impact of international tourism New Zealand 2023
• Premium Statistic Perceived negative impacts of tourism on the environment New Zealand 2023
• Premium Statistic Views on the social well-being impact of international tourism New Zealand 2023
• Premium Statistic Views on the impact of international tourism on culture, values, and heritage NZ 2023

Views on the impact of international and domestic tourism on New Zealand 2023

New Zealanders' views on the impact of international and domestic tourism on New Zealand as at May 2023

Views on international tourism impact on post-pandemic economic recovery NZ 2023

New Zealanders' views on the impact of international tourism on post-pandemic economic recovery in New Zealand as at May 2023

Perceived positive impacts of tourism on the economy and society New Zealand 2023

Perceived positive impacts of tourism on the economy and society in New Zealand as at May 2023

Views on the environmental impact of international tourism New Zealand 2023

New Zealanders' views on the environmental impact of international tourism in New Zealand as at May 2023

Perceived negative impacts of tourism on the environment New Zealand 2023

Perceived negative impacts of tourism on the environment in New Zealand as at May 2023

Views on the social well-being impact of international tourism New Zealand 2023

New Zealanders' views on the impact of international tourism on the social well-being of communities in New Zealand as at May 2023

Views on the impact of international tourism on culture, values, and heritage NZ 2023

New Zealanders' views on the impact of international tourism on culture, values, and heritage in New Zealand as at May 2023

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Rebounding New Zealand tourism is a rare bright spot for its economy

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Tourism rebound plateaus - full recovery not forecast until 2025

Grant Bradley

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Tourists at Queenstown's foreshore. Photo / Grant Bradley

Latest monthly figures show visitor arrivals have plateaued at just over 80 per cent of pre-Covid levels and a full recovery of what was once New Zealand’s top export earner is not expected until next year.

In November, visitor arrivals were 303,400, 82 per cent of the pre-Covid-19 number of 372,100 for the same month in 2019, says Stats NZ. It has been running around that same level for several months.

Overseas visitor arrivals were 2.9 million in the November 2023 year, compared with 3.89 million for the same 12 months in 2019, 71 per cent of the pre-pandemic figure.

But there has been a strong bounce-back in November 2023 compared with the same month the previous year, increasing by 70,700 from the November 2022 month.

The biggest changes in arrivals were from China (up 17,100), the United States (up 12,600), Korea (up 4900), Japan (up 3100) and India (up 3100).

China was the second largest source of overseas visitor arrivals (after Australia) pre-pandemic. Despite having the largest year-on-year increase of any country in November 2023, overseas visitor arrivals from China in November 2023 were 52 per cent of the November 2019 level.

While the recovery in inbound tourism has been sluggish, Kiwis are taking overseas holidays at levels close to before Covid hit.

The November 2023 number of New Zealand-resident traveller arrivals from overseas is 97 per cent of the 233,700 total in November 2019.

For the full year to November 2.6 million Kiwis took trips overseas, down from 3 million who travelled abroad during the same period in 2019.

Long flight to recovery

Tourism Export Council (TEC) forecasts show the return to pre-Covid tourist numbers is nearly two years away.

Its analysis shows that by the year ending in September 2025, total arrivals are expected to top more than 3.9 million, which was annual arrival figure in 2019.

As at September last year, annual arrivals were 2.8 million (73 per cent of pre-Covid) and by September this year they are forecast to reach 3.4 million (87 per cent).

Council chief executive Lynda Keene said international arrivals for the latest 12 months were 5 per cent higher than forecast last June.

She said the current 23-24 season was ‘’ tracking nicely’'.

The council represents inbound tour operators and wouldn’t know how strong summer had been until February.

‘’In saying that, indicators from operators suggest it will be a good season and arrivals will track towards the new forecast figures,’’ Keene told a council forum late last year.

There would be a strong recovery from the Australian and North American markets this summer.

Germany and European markets were still a ‘’little soft’' while arrivals from Britain had been steady.

Asian markets were just beginning to gain some traction and it was too early to say how the China market would perform just yet.

‘’The challenge for our recovery is to get a higher ratio of visitors returning as ‘holiday visitors’ compared to the very high segment of visiting friends and relatives [VFR] travellers,’’ said Keene.

“Having a shift from a higher percentage of holiday visitors compared to VFR will help also to see a stronger return in export receipts. We do expect this season we’ll see a swing back to more traditional travel trends now the first wave of revenge travel [2022-23] has passed.”

Ministry of Business, Innovation and Employment (MBIE) figures show international visitors have spent $9.3 billion across New Zealand in the year to September 2023.

It was behind dairy ($20.3b of exports), but ahead of meat ($8.7b), forestry ($4.8b), and fruit ($3.7b).

At the pre-Christmas TEC symposium, council chairman Scott Mehrtens said members were hearing from offshore trade partners that in some countries, New Zealand needs to increase its trade marketing investment and training with agents.

‘’The role of Tourism New Zealand in facilitating these events and getting qualified agents to attend is vital to repositioning NZ as a desired bucket-list destination.’’

Tourism NZ, the Government’s overseas visitor marketing agency, had its funding cut by the last Government.

‘’Tourism New Zealand needs more investment in trade activities and budget, not less. TECNZ is working with TNZ to provide more market insight from partners to improve the country’s profile.’’

Inbound tour operators were hearing, “You need to do more for NZ to get a louder voice in the crowded marketplace.”

Immigration NZ also needed to speed up visa processing.

‘’We know there are many ITOs and hotel chains having frustrations with last-minute cancellations of groups or group sizes being reduced due to difficulties some travellers have with getting their visas processed quick enough for departure,’’ said Mehrtens.

There were particularly slow visitor-visa processing times for India, Thailand, Indonesia and the Philippines.

‘’ITOs are receiving feedback from their agents that New Zealand is simply becoming too hard and we run the risk of being taken off the sell list of destinations if we don’t get things sorted quickly.’’

Grant Bradley has been working at the Herald since 1993. He is the Business Herald’s deputy editor and covers aviation and tourism.

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How Thailand lured the White Lotus producers away from Japan and plans to cash in on the show's popularity with tourists

As fans eagerly wait for a new lot of guests to check into the White Lotus, a behind-the-scenes drama has been unfolding to secure the filming location of the Emmy-award winning show.

The series has been so incredibly lucrative for the first two destinations it featured that some have dubbed it "The White Lotus effect".

A show ostensibly about tourists has in turn been a boon for tourism in Hawaii, where online interest in the Four Seasons Maui jumped by 425 per cent after the first season aired.

And in Sicily, where Jennifer Coolidge was famously stalked by murderous gays in season two, the production is estimated to have resulted in over 32 million euros ($52.8 million) worth of spending and a 300 per cent jump in online searches, according to travel site Expedia.

So when rumours surfaced of a "high profile" showrunner  — believed to be White Lotus creator Mike White — scouting locations in Japan, Thai authorities swept in to try to woo the team to South East Asia instead.

How Thailand lured The White Lotus away from Japan

Tourism Authority of Thailand Executive Siripakorn Cheawsamoot said they were proactive in their attempts to lure the popular show to the kingdom.

"We approached the White Lotus production team and then we talked with them about trying to bring their budget costs down with potential partners," he told the ABC.

"There are two kinds of incentives. Firstly, cash incentives with rebates and then in-kind incentives as well."

In-kind incentives are non-cash incentives, and can include things like offering services for free.

"A lot of partners in the private sector offered their services, sometimes complimentary, some on an agreement," Mr Cheawsamoot said.

He explained that hotels were provided to the actors and film crew to stay in. Transport and airfares were some of the other perks.

But the real clincher was the Thai government's recently beefed-up film incentive program, which offers a cash rebate of up to 20 per cent for foreign film productions.

In an effort to attract more film and TV productions, the government decided in 2022 to waive the personal income tax for foreign talent for five years, meaning the stars of season three — which include Parker Posey, Patrick Schwarzenegger and Aimee Lou Wood — won't pay Thai tax while working on location.

Thailand's gain was Japan's loss and at last year's Toyko Film Festival, local producer Georgina Pope lamented the lost opportunity.

She pointed to the Thai government's generous film incentive system, which she claimed added up to $US4.4 million ($6.6 million) in savings for the White Lotus project.

The financial details have not been disclosed and the Tourism Authority of Thailand did not confirm that number but Mr Cheawsamoot agreed the sweeteners offered to the White Lotus team would have amounted to millions.

Tourism authorities and local businesses say it is worth the money that was spent.

They expect to see many times that figure in return in the form of visitor numbers and increased spending.

"In terms of economic returns, we've got high hopes," Mr Cheawsamoot said.

Seeing big stars at your local restaurant

While many guests on Koh Samui have no idea what's going on beyond the sign of the Four Seasons hotel, the crew have been spotted around the island.

Already, searches on Expedia for Thailand have jumped by 50 per cent since the announcement that filming would take place in Koh Samui, Phuket and Bangkok.

Local restaurant owners Olive Lamlert and Patrick Moukarzel have had several visits from White Lotus cast and crew.

"It's very cool and very surprising. And the nice thing is that they came back because they like it. So that means a lot," Patrick said.

The couple say some stars of the show have also popped by.

"I was excited because it was Aimee [Lou Wood] who plays the role of Amy in Sex Education and she's super famous. I'm a big fan!" said Olive.

"And then it was Walton Goggins who is in a lot of HBO series and [2015 superhero film] Ant-Man."

Olive and Patrick are also big fans of the White Lotus series itself.

As former hotel workers, they said they could relate to the battles depicted within the series, which features a dysfunctional hotel chain and the challenges of dealing with inhospitable guests.

"It reflects what we used to do and what we had to deal with the guests," Olive laughed.

"The headache ones, the difficult ones, the nice ones, the drama … although maybe not as much drama as in the show."

Patrick said everyone on the island was excited about the potential economic impact of the series.

"It will be very very good, not only for Samui," he said.

"When you come to Thailand, you come to Samui, you go to Bangkok, you will visit another city or small island. So the whole country will benefit."

The downsides of a big show coming to town

While it's hoped the show will bring in more tourism dollars, some locals are worried about the possible impact of more people arriving on Koh Samui.

Parts of the island have been gripped by a water shortage crisis, which has been blamed on drought conditions and a surge of tourist arrivals post-pandemic.

There's also been an ongoing issue with waste disposal on the island as it struggles to keep up with the 200 tonnes of trash produced per day.

Late last year, Koh Samui had reportedly accumulated about 200,000 tonnes at its main landfill site and authorities were left with no option but to export the problem to the mainland.

Local environmentalist Anon Vatayanon said the Thai government needed to have a plan in place to manage the impacts of tourism on the environment.

"Samui became popular because of its nature — the sea, sand and sun," he said.

"The most important thing is that we protect our main selling points … how we manage wastewater, the quality of the water, the environmental impact from road use and air pollution.

"The movie industry wouldn't be filming here if the environment wasn't nice. If we lose it nobody will come here."

Siripakorn Cheawsamoot from the Tourism Authority of Thailand said any boost in tourism would be managed sustainably.

"Sustainable tourism is our key focus for this coming year," he said.

"That's been the key focus for the Department of Tourism to control and communicate with the filming crew."

'Set-jetting' shaping travel itineraries around the world

Thailand is no stranger to big film and TV productions and the big waves of tourism that often follow.

People still flock to James Bond Island where The Man With The Golden Gun was filmed in the 1970s and Maya Bay is still recovering from the impacts of 2000 adventure drama The Beach.

The Leonardo DiCaprio film sparked controversy due to the impact of the shoot and the influx of tourism on the once pristine sands of the bay at Koh Phi Phi Leh.

The area was eventually closed to visitors in 2018 to allow it to recover from the damage caused by millions of tourists.

But authorities say much has changed in the 24 years since the cult movie was released and many lessons were learnt.

They're now hoping to cash in on a trend known as 'set-jetting' where tourists choose locations based on films and TV shows.

The phenomenon has been attributed to a US$200 million dollar boost to Croatia's economy thanks to Game of Thrones and a 50 per cent increase in inbound tourism to New Zealand following the release of The Lord of the Rings.

According to analysis by travel website Expedia, 44 per cent of travellers last year drew inspiration from movies and TV shows, far outpacing the influence of social media at just 15 per cent.

Last month, a post on the White Lotus official Instagram page promised "unforgettable experiences are in the making at #TheWhiteLotus."

"We are eager to welcome new guests to our resort in Thailand."

Thailand is eager to welcome them too.

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