The LGBTQIA+ community represents one of the most influential market segments in the global travel industry. Studies show that LGBTQIA+ travellers often spend more on experiences, accommodations and dining and in 2021 the global LGBTQIA+ travel market was estimated at US$200 billion, highlighting the significant contribution of this community to the global economy. For Phuket, which already has a reputation for being open and inclusive, this presents a golden opportunity to attract travellers seeking safe and welcoming spaces and experiences.
Phuket’s vibrant LGBTQIA+ scene and community add to its appeal. Visitors can enjoy a variety of events and attractions, including the colourful Pride celebrations in June, which bring locals, expats and tourists together to celebrate diversity. In Patong there are daily performances that showcase the creativity and energy of the LGBTQIA+ community, while many restaurants, bars and clubs create welcoming spaces where everyone feels at home. Phuket’s attractions extend far beyond nightlife, with pet-friendly cafes, outdoor adventures and some of the most beautiful beaches in the world.
To ensure Phuket’s ‘inclusive tourism’ success, businesses and communities must go beyond surface-level support. ‘Pink washing’, a term used to describe token gestures of LGBTQIA+ inclusivity without meaningful action, is a growing concern. Hanging a rainbow flag or running a Pride-themed promotion is no longer acceptable. Visitors, especially from the LGBTQIA+ community, are increasingly discerning and expect businesses to back up their words with genuine practices. Inclusive language and staff training are essential steps for ensuring every guest feels respected and valued, not just during Pride events but all year round.
Phuket’s inclusive environment and proactive approach set it apart from other destinations like Bali or Bangkok. Initiatives like PFAM’s Community Connect events foster a sense of belonging and provide a platform for discussions about inclusivity and respect. These gatherings create opportunities for businesses to engage directly with the community, demonstrating their commitment to making Phuket a more inclusive destination.
The upcoming Marriage Equality Law further enhances Phuket’s position as a leading LGBTQIA+ destination. For all businesses, this is a chance to showcase authentic inclusivity, build meaningful connections with this community, and capitalise on the spending power of LGBTQIA+ travellers. Businesses that embrace this opportunity can contribute to a more inclusive society while also benefiting economically.
The steps to achieve this are straightforward but impactful such as focussing on providing staff with training on inclusive language and cultural sensitivity to create a welcoming environment. Supporting, sponsoring and being involved in local events and activities demonstrates genuine solidarity with the LGBTQIA+ community. Adopting consistent and authentic practices ensures that inclusivity becomes an integral part of a business’s identity, not just a seasonal marketing tactic.
Phuket is entering a pivotal moment in its evolution as a global destination for ‘inclusive tourism’. The island has always been a place where people from all walks of life come together, but now it has the chance to lead by example. By embracing diversity, respecting differences, and fostering an inclusive environment, Phuket can become a beacon of inclusivity not just in Thailand but throughout Southeast Asia.
The Pink Dollar represents more than economic potential; it symbolises the importance of creating spaces where everyone feels valued and celebrated. This is a time to act, to commit to inclusivity, and to ensure that every visitor leaves not only with fond memories but with a sense of being truly welcomed. The future of Phuket lies in its ability to celebrate what makes it unique—its diversity, its warmth, and its unwavering embrace of all who visit.
Josh O’Neill, a dedicated LGBTQIA+ advocate and community leader, leverages his expertise in DEI, events and cultural engagement to spotlight Phuket’s current affairs and vibrant community life. Contact at PFAM International: Phone/WhatsApp 099-9989274. Email: support@pfaminternational.com