Phuket –
Phuket’s tourism sector remains resilient despite challenges, with over 2.4 million tourists visiting the island between January and May 2025. The influx has generated 149.38 billion baht in revenue, prompting local authorities and industry leaders to seek alternative markets amid a noticeable decline in Chinese visitors.
According to Phuket Tourism Business Association President Thanet Tantipiriyakit, overall tourism numbers have remained steady, though certain markets have faced setbacks. Notably, Chinese arrivals shrank by 48% in May compared to the same period last year, contributing to an overall 7.8% dip in visitors that month. However, growth in other markets, such as India (+59%), Australia (+11%), the UK (+23%), and the Middle East (+25%), has helped maintain a positive outlook.
The Immigration Bureau reports that, from January to May 2025, Phuket saw an 8% increase in visitor numbers compared to the previous year. Russia (+13%), India (+59%), Europe (+15%), and Australia (+15%) were the leading contributors to this growth.
Phuket Tourism Authority Director Sirivan Siharaj revealed that Thai visitors to Phuket increased by 10% in the first quarter, with revenue from both domestic and international tourists reaching 149.38 billion baht—an 8.66% year-on-year rise. While local travel slowed slightly in April, it maintained a positive trend with a 1.8% increase.
Thai Hotels Association Southern Chapter Vice President Thanawat Ongcharoen predicts a temporary slowdown in visitor numbers during the second and third quarters, particularly among Chinese tourists. However, advance bookings for the fourth quarter—especially from European and UK travelers—suggest a robust high-season rebound.
To counteract the impact of the low season, Phuket is implementing the “New Market, New Segmentation” strategy. This approach focuses on emerging markets such as the Middle East, India, and Eastern Europe while targeting high-spending tourists interested in wellness, cultural experiences, and sustainable travel.
Related article:
