Association Vice President Rangsiman Kingkaew said that continued public relations efforts and support from the Phuket Provincial Administrative Organisation (PPAO) had helped sustain momentum in the sector.
While Chinese arrivals have dropped, other markets have surged, with visitors from India, Israel, the United Kingdom, South Korea and France all recording increases of more than 100% compared to the same period last year.
“From May to July, Indian tourists became the largest source of arrivals to both Thailand and Phuket, while Australian visitors also remain a strong market,” Mr Rangsiman said.
The province is now focusing on adapting to changing tourist behaviour and preparing for a potential rebound in Chinese arrivals, while maintaining growth from other key markets, he added.
One current challenge is overcrowding at certain times, he noted, although immigration officers have kept arrival processes running smoothly, earning international recognition for their control measures.
Looking ahead, Mr Rangsiman said the upcoming high season will be crucial, with tourist numbers expected to rise thanks to major events such as the Thailand Biennale, EDC and Ganesha Chaturthi, all of which are aimed at attracting international visitors.
He also stressed that Phuket’s tourism sector remains unaffected by the current situation along the Thai-Cambodian border, with visitor confidence holding strong.
“We ask for the public’s cooperation in sharing positive tourism news to strengthen Phuket’s image,” Mr Rangsiman said. “The media plays a vital role in delivering accurate information and fostering tourist confidence.”
RUSSIA PUSH
To build on this momentum, the Phuket Provincial Administrative Organisation (PPAO) and the PTA mounted a two-pronged “Phuket Roadshow to Russia” this month, targeting both Moscow, a prime market for high-spending travellers, and Tyumen, an emerging secondary market east of the Ural Mountains.
The Moscow event, held at the Ararat Park Hyatt Hotel, attracted more than 70 Russian travel agents for business-to-business talks with 22 Phuket tourism operators. The delegation was led by PPAO Vice President Anupap Wetchwanichsanong, PPAO Council Vice President Nopphan Suebsak, PAO Council Member Panupol Chaiyo and senior PTA executives.
Thai Ambassador to Russia Sasiwat Wongsinsawas welcomed guests, noting that in 2024 over 1.74 million Russians visited Thailand, with more than 1 million choosing Phuket. “Phuket is not only a vacation destination, but also a reflection of Thailand’s development, sustainability and world-class services,” he said.
Supported by the Tourism Authority of Thailand’s (TAT) Moscow Office, the event included a briefing on Russian travel trends for 2025 by TAT Moscow Director Kanchana Singudom, enabling Phuket businesses to fine-tune their strategies. Travel packages ranged from luxury beachfront stays and family-friendly holidays to adventure tours and local gastronomy experiences.
Four days earlier, on Aug 4, the Phuket team visited Tyumen – the first time a Thai tourism delegation had held such an event in the city. More than 50 Russian tour operators and agents took part, with several beginning negotiations with Phuket companies. Tyumen, known for its oil and gas wealth, has regular winter charter flights to Phuket and a population with high purchasing power.
PTA Secretary-General Kan Ekwanich said the visit was part of a long-term plan to diversify Phuket’s visitor base. “This is not just about numbers or negotiations, but about building lasting relationships with new markets,” he said.
The roadshows followed the TAT Moscow Office staging the ‘Amazing Thailand Roadshow to CIS Countries 2025’ in Tashkent (Uzbekistan), Astana and Almaty (Kazakhstan) from June 30 to July 4, aiming to strengthen tourism cooperation and attract high-quality travellers from the Commonwealth of Independent States (CIS).
Led by Ms Kanchana Singudom, the roadshow brought together 27 Thai travel operators from key tourism provinces, including Phuket, and over 300 leading travel agencies from the three cities. On July 2 in Astana, Thai Ambassador to Kazakhstan Piyapin Niyomrek officially opened the event, highlighting tourism’s role in deepening bilateral ties.
A major feature of the roadshow was the Phuket Tourist Association’s participation, supported by the PPAO, with a 16-member private-sector delegation led by PPAO Deputy Chief Executive Chalam Attatham. The team promoted Phuket’s year-round appeal, showcasing cultural events, wellness retreats and family activities alongside its world-famous beaches, the PTA reported.