Despite nationwide setbacks, the island sets the pace with diversification, premium tourism, and smart investments
Phuket, July 2, 2025 — While Thailand’s tourism industry continues to face challenges — including a 34% year-on-year drop in Chinese arrivals and an overall 5% decline in international visitors — Phuket has emerged as a model of resilience and strategic growth.
According to recent data, in the first five months of 2025 Phuket recorded:
5.85 million tourist arrivals (+3.14% YoY)
THB 223 billion in tourism revenue
An average hotel occupancy of 82%
“Phuket contributes nearly 30% of Thailand’s total tourism revenue. That’s not a coincidence — it’s the result of smart decisions and targeted investments.”
— Bhummikitti Ruktaengam, Sustainable Tourism Foundation
Multi-Market Strategy Pays Off
Despite a -48% drop in Chinese arrivals in May alone, Phuket offset the impact through significant growth from:
India (+59%)
United Kingdom (+23%)
Middle East (+25%)
Russia (+13%) and Australia (+15%)
This diversified market approach reduced overdependence on any single country and created greater resilience.
Infrastructure and Events Fuel Growth
Phuket International Airport handled 1.2 million passengers in May 2025 — reaching 95% of pre-pandemic volume
Over 15 major international events are scheduled through early 2026, including Phuket Pride, the Vegetarian Festival, and creative tourism initiatives like SIP & SURF and Asia Link Sketch Walk
Focusing on Quality Over Quantity
Phuket is not only recovering — it’s upgrading:
Revenue per tourist increased by 5.19% YoY
High-end hotel developments are planned for 2025–2026
The new “New Market, New Segmentation” strategy targets high-spending travelers from Europe, India, and Gulf countries
Challenges Remain
Phuket, like the rest of Thailand, faces issues such as:
Negative perceptions of safety (especially among Chinese tourists)
Competition from destinations like Vietnam and Japan
Infrastructure strain — particularly traffic congestion and waste management
However, the island is responding with rapid digital transformation, AI-driven tourism services, and long-term infrastructure planning.
In a fragile global tourism environment, Phuket stands as a beacon of recovery and innovation. Its winning formula — diversification, premium positioning, and future-focused investments — sets the tone for Thailand’s broader recovery.
“Long-term success depends on sustainable development, public infrastructure investment, and a united commitment to innovation.”
— Bhummikitti Ruktaengam, Sustainable Tourism Foundation
