Bangkok Airways, a prominent regional airline based in Thailand, is poised for a significant expansion as it plans to acquire up to 30 new aircraft to modernize its aging fleet and capitalize on a burgeoning tourism boom spurred by the hit television series The White Lotus. This strategic move comes as the carrier anticipates a surge in passenger demand, particularly to key tourist destinations like Koh Samui, where it enjoys a unique advantage as the owner of the island’s airport. The airline’s decision reflects both a proactive response to market trends and a broader ambition to strengthen its position in Thailand’s competitive aviation sector, which is experiencing a robust recovery following years of pandemic-related challenges.
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Currently operating a fleet of 25 jets, some of which are over 20 years old, Bangkok Airways recognizes the need for renewal to maintain operational efficiency and meet rising expectations from travelers. The airline intends to source at least 20 single-aisle jets from leading manufacturers Airbus, Boeing, and Embraer within the first half of 2025, with options to purchase an additional 10 aircraft. This acquisition, which will include a mix of purchased and leased planes, aims to grow the fleet to a minimum of 30 jets over the next four to five years. The initiative is driven by the necessity to replace outdated aircraft and accommodate an anticipated increase in passenger traffic, a goal articulated by the airline’s Chief Executive Officer, Puttipong Prasarttong-Osoth, who emphasized that fleet expansion is essential for growth.
The catalyst for this optimistic outlook is the global popularity of The White Lotus, an Emmy-winning satirical series that has turned its filming locations into must-visit destinations. The third season, set in Thailand and featuring Koh Samui as a primary backdrop, is expected to replicate the tourism spikes seen in Hawaii and Sicily after the show’s earlier seasons. Thailand’s government projects a record 40 million visitors in 2025, bolstered by the show’s influence, and Bangkok Airways is already witnessing tangible effects. Advance flight bookings for the second quarter of 2025 have risen by 14%, a notable uptick during what is typically a low season for Thai tourism. On routes to Koh Samui alone, the airline forecasts a 10% to 20% increase in passengers compared to the 2.7 million carried in 2024, with total passenger numbers expected to reach a record 4.7 million this year, up from 4.3 million last year.
Koh Samui, a lush island known for its pristine beaches and luxury resorts, is a cornerstone of Bangkok Airways’ operations. The airline’s ownership of the island’s airport grants it a near-monopoly on flights to this holiday hotspot, positioning it to reap substantial benefits from the White Lotus-inspired influx of tourists. To handle the growing traffic, the carrier has secured approval to increase daily flights to Koh Samui from 50 to 73. Additionally, a 1.5-billion-baht ($45 million) renovation of the Samui airport is slated to begin in the second half of 2025, a three-year project designed to enhance capacity and infrastructure while keeping the facility operational throughout the upgrade. This investment underscores Bangkok Airways’ commitment to meeting demand and maintaining its competitive edge. The broader implications of this tourism surge extend beyond the airline. Thailand’s appeal as a filming location, amplified by The White Lotus, aligns with government efforts to promote the country as a hub for international productions and high-value tourism. The show’s depiction of Thailand’s natural beauty and cultural richness, combined with the star power of Thai K-pop sensation Lisa from Blackpink, is drawing attention from both domestic and international travelers. For Bangkok Airways, the fleet expansion is not just a response to immediate opportunities but a long-term strategy to solidify its role as a key player in Thailand’s aviation and tourism landscape, ensuring it can soar to new heights as the White Lotus effect continues to unfold.