Mr Rangsiman set out the strategy at a press conference led by Phuket Governor Sophon Suwannarat on Monday (Sept 23) to discuss key developments and initiatives for Phuket.
While the event focused on several major topics, including the 10 main ‘pillars’ for Phuket’s development (GEMMMSSTTF), the key focus was on tourism.
Mr Rangsiman discussed the private sector’s role in driving tourism in Phuket. He reflected on the exponential growth of tourism since the Tom Yum Kung crisis over 20 years ago, noting that tourism has become a crucial driver of Thailand’s economy.
In 2019, Thailand ranked 8th globally in terms of foreign tourist arrivals and 4th in tourism revenue. However, the COVID-19 pandemic severely impacted the country.
After the pandemic, Thailand’s tourism sector experienced one of the fastest recoveries in the world, with Phuket leading the way due to the Phuket Tourism Sandbox initiative.
Although tourism in Thailand has nearly returned to pre-COVID levels, the profile of tourists has changed. Business tourism, particularly through the MICE (Meetings, Incentives, Conferences and Exhibitions) industry and international investment, has become more prominent.
Phuket’s tourism has almost returned to normal levels, with 11.3 million tourists in 2023. Tourism revenue in Phuket reached B388.017 billion in 2023, accounting for 17.85% of the country’s tourism revenue. Phuket also had the highest income per tourist in Thailand, at B34,337 per person.
However, while the revenue has returned, the type of tourists has changed, Mr Rangsiman said.
“In 2024, Phuket is expected to achieve its highest tourism revenue ever, even if the number of tourists doesn’t match 2019 levels. Tourists are now spending more due to longer stays and higher daily expenses, indicating a shift in the types of visitors, especially those working remotely,” he said.
The growth in tourism and changing tourist behaviour have also driven growth in the real estate, education and retail sectors in Phuket. However, this growth comes with challenges, Mr Rangsiman noted.
He explained that the private sector has outlined the following strategies for tourism development in Phuket:
- Retention Strategy: Focus on maintaining tourist groups from China, Russia, Australia, the UK, Germany, and other European countries through activities like:
- Trade shows: ITB Asia 2025, ITB Berlin 2025, CITM 2024
- Roadshows: Pre-ITB (UK), China, Australia, UK, Russia
- New Market Strategy: Target new markets including India, Middle Eastern countries, nearby countries and markets with specific needs through:
- Trade shows: SATTE, ATM, IMEX, KITF
- Roadshows: Post-SATTE, Jordan, Korea, Vietnam, South Africa
- Thai Market Strategy: Focus on domestic tourism to further support the industry.
These strategies aim to adapt to the evolving tourism landscape and ensure sustainable growth for Phuket’s tourism sector, Mr Rangsiman explained.
TOURISM CALENDAR
Phakawadi Muangmoon, a Policy and Planning Analyst at the Phuket Provincial Office of Tourism and Sports, announced the release of the first edition of the ‘2025 tourism calendar’. The calendar features 33 diverse events, including those focused on local culture, sports and nature tourism, catering to both Thai and international visitors.
From 2025 onwards, residents, tourism operators, and tourists can access the calendar and event details in real-time via Google Calendar at https://shorturl.at/hrrqF (or by scanning the QR Code on the calendar).
“This tool will help tourists plan their visits more easily, allow operators to prepare better, and effectively promote local events throughout the year,” she said.
Government and private organisations are invited to support this initiative by submitting their event information through the form at https://forms.gle/y844zcqyfpCP2kUH6 (or via the QR Code provided).
Ms Phakawadi emphasised the importance of collaboration in creating a sustainable and enriching tourism experience that connects people with places through activities, traditions, festivals and cultures.
“This will help disseminate information about various activities and contribute to boosting Phuket’s economy and tourism,” she said.