Phuket –
Phuket’s tourism industry is experiencing a big shift this rainy season as the island faces its first true low season in several years.
According to Rangsiman Kingkaew, President of the Phuket Tourism Industry Council, the number of tourists visiting Phuket in May and June has dropped by more than 10%, marking the return of a quieter season after continuous high tourism in previous years.
A key factor in this decline is the sharp reduction in Chinese tourists, who have historically made up a large percentage of visitors to Phuket. While travelers from the Middle East and Australia continue to visit the island, the absence of Chinese tourists has had a noticeable impact on hotel occupancy rates. Average occupancy this season is expected to hover around 50-60%, a contrast to previous post-pandemic years when Phuket saw strong numbers throughout the rainy season.
The tourism slowdown is affecting businesses that rely heavily on the Chinese market. Hotels, tour operators, and attractions tailored to Chinese visitors have had to adjust their strategies, looking for alternative markets to maintain revenue. Another contributing factor is the rise of short-term rentals in condominiums and private homes, which has diverted some demand away from traditional hotels.
Despite these challenges, industry leaders remain optimistic. Historically, May and June have been Phuket’s least busy months, and numbers tend to improve in the later months of the rainy season. The island continues to attract a mix of international visitors, and local businesses are finding new ways to adapt to evolving tourism patterns.
As Phuket navigates this transition, efforts to diversify its tourism market and enhance its appeal beyond its traditional visitors will be crucial.
