The positive momentum is largely supported by strong growth from new and emerging markets, even as the province grapples with a sharp decline in Chinese visitors.
Thaneth Tantipiriyakij, President of the Phuket Tourist Association, at a media event on Saturday (June 7) acknowledged challenges in May, when total tourist arrivals dipped by 7.8% compared to the same month last year.
The decline was driven largely by a dramatic drop of more than 48% in arrivals from China ‒ traditionally one of Phuket’s largest markets.
Despite this, several other markets have shown robust growth. India surged by 59%, while arrivals from England (+23%), the Middle East (+25%), Australia (+11%) and Russia (+13%) also buoyed overall figures.
Meanwhile, Thai domestic tourism performed well in the first quarter, with an average growth of 10%, although it saw a slight slowdown of 1.8% in April, said Siriwan Siharat, Director of the Tourism Authority of Thailand (TAT) Phuket Office.
From January to March 2025, total tourism revenue in Phuket reached B149.38 billion, marking an 8.66% increase. This included B138bn from international tourists and B11.3bn from domestic travelers.
According to Thanawat Ongcharoen, Vice President of the Southern Thai Hotels Association, although Q2 and Q3 are expected to remain sluggish ‒ particularly due to the weakened Chinese market ‒ Q4 shows strong promise. Advance bookings from Europe and the UK are robust, reinforcing Phuket’s appeal as a winter destination.
To counter seasonal slowdowns, Phuket is rolling out a new ‘New Market, New Segmentation’ strategy aimed at attracting travelers from emerging markets such as Eastern Europe, India and the Middle East. There is also a focus on niche segments like health, wellness, cultural tourism and sustainability.
Over 15 international events are planned from mid-2025 through early 2026 to keep visitor numbers strong, including: Phuket Pride festival; Phuket Peranakan Festival; Phuket Lobster Festival; Phuket Vegetarian Festival; Thailand Biennale Phuket 2025; and EDC Thailand.
These events aim to generate excitement, increase spending, and expand Phuket’s appeal to new tourist demographics, said an official report of the media event.
However, experts warn that Phuket must urgently address infrastructure issues to maintain its global competitiveness.
Asst Prof Dr Chayanon Phucharoen from Prince of Songkla University Phuket campus highlighted findings from a survey of 190 international tour operators, who praised Phuket’s appeal but expressed concerns about traffic congestion, cleanliness and waste management.
Bhummikitti Ruktaengam, President of the Sustainable Tourism Foundation and advisor to the Phuket Tourist Association, emphasised the need for rapid adaptation to shifting traveler expectations.
He urged tourism businesses to improve service quality and embrace technology and AI.
Mr Bhummikitti also urged tourism businesses to focus on digital communication, build meaningful and local brands, and prioritise sustainability and environmental care.
“Phuket remains a key global destination,” Mr Bhummikitti said, “but long-term success depends on sustainable development, government investment in infrastructure and an industry-wide commitment to innovation and responsibility.”