Speaking about the challenges and opportunities facing the island’s tourism industry, Mr Bhummikitti said business operators must raise service standards, leverage technology and artificial intelligence (AI), focus on online communication and prioritise sustainability.
“Most importantly, it must be sustainable and environmentally friendly,” he stressed.
Mr Bhummikitti noted that while Phuket remains popular with tourists, government support is needed to improve public utilities and infrastructure that promote sustainable tourism development.
He emphasised that entrepreneurs must also adapt to changing travel patterns, particularly the shift toward direct online bookings.
“Tourists spend less time planning trips than before. They use online platforms more and book directly with hotels, restaurants and tour operators, bypassing traditional travel agencies,” he explained.
“We need to ask ourselves: Do we have the right software? Do we have enough skilled people to manage these changes? Digital tools and AI not only help reduce costs but also allow businesses to respond faster to shifting tourist behaviour.”
He added that most local shops have already begun adapting, using delivery apps and other digital conveniences. “If they continue learning, they will be able to keep up with new technologies and platforms,” he said.
Mr Bhummikitti also highlighted the importance of developing unique local brands to appeal to visitors seeking more than the traditional ‘sun, sea and sand’ experience. “Many tourists come for local experiences. While they may stay at international hotel chains, they look for authentic local food, products, and cultural experiences,” he said.
He pointed to changing trends among Chinese tourists, who now prioritise quality local products over luxury goods, and noted similar preferences among Australian visitors. “If we fail to develop brand identity, we risk losing valuable opportunities,” he warned.
As chairman of the Sustainable Tourism Foundation, Mr Bhummikitti also called for better waste management to support Phuket’s environmental goals. He emphasised the importance of waste separation, particularly of wet waste, to ease the burden on the island’s limited incineration facilities.
“We need serious efforts from business operators to help improve waste management. Upgrading hotels to meet ’Green Hotel Plus’ standards will also show that Phuket is committed to sustainable tourism and ready to move forward,” he said.