In a star-studded cast, it was Thailand that stole the show. Bookings for trips and hotels in Thailand have soared, according to Forbes magazine, since the Kingdom was selected as the location of the third season of the HBO series White Lotus, which is set in three luxurious resorts.

“Thailand is having a White Lotus moment,” Forbes wrote. The Kingdom “is already seeing a double-digit boost in travel demand from American fans of the show.”

The surge started as soon as Thailand was announced as the setting for the third season. Searches for flights increased for Chiang Mai (up 65 percent year over year), Phuket (up 45 percent) and Koh Samui (up 30 percent), the locations of the three resorts featured in the program, Forbes wrote citing data from the Expedia travel platform.

Those statistics are representative of two phenomena: Thailand’s decades-long success as one of the world’s most popular tourist destinations, and the trend of choosing a vacation based on television.

The business magazine, one of the most prominent in the United States, said that “set-jetting,” or choosing a destination because a film or television show is set there, has been a growing trend.

“Last fall, an Expedia Brands survey of 20,000 respondents across 14 countries found that TV shows are more influential for inspiring travel than Instagram, Facebook, and TikTok,” Forbes wrote.

The magazine said that, after Thailand, the big winner was Four Seasons Resorts, which struck a deal with HBO to have the series shot exclusively at its properties. The Thailand season of the show was shot mainly at the Four Seasons resort on the island of Koh Samui.