Phuket Tourism Set for Best High Season in Five Years
Phuket’s tourism industry is gearing up for its strongest high season performance in five years, with robust growth expected to continue into early 2026. The surge is fueled by higher tourist spending, longer stays, and new long-haul flight connections.
Key Takeaways:
- Phuket’s 2024-2026 high season projected to be the best in five years.
- Revenue expected to hit 550 billion baht in 2024, up from 480 billion.
- New direct flights from Europe boosting long-haul arrivals.
- Krabi also sees growth with new Middle Eastern flight routes.
Strong Growth and High Spending
Thaneth Tantipiriyakij, president of the Phuket Tourist Association, reported high arrival growth, especially from lucrative long-haul markets. Daily arrivals average 60,000-80,000, supported by 400 daily flights.
“Many European tourists booked their trips to Phuket much earlier than usual,” said Mr. Thaneth. This demand has pushed average room rates 30% above 2019 levels, with occupancy estimated at 90%.
Even with Chinese tourist numbers at only 30% of pre-pandemic levels, overall foreign spending is significantly higher, indicating a shift towards higher-spending visitors.
New Flights and Future Events
The Tourism Authority of Thailand (TAT) confirmed new direct flights to Phuket from Paris, Stockholm, and Oslo in November and December.
Looking ahead to 2026, Phuket’s tourism has potential for 10% growth, supported by six major scheduled events including the Thailand Biennale Phuket, EDC Thailand, and the Global Wellness Summit.
Challenges and Infrastructure
Despite the optimism, challenges persist. Infrastructure issues like road capacity, clean water, and waste management need addressing. The development of the Patong tunnel remains slow.
Regarding a planned new airport for the province, Mr. Thaneth advised local authorities to plan for dispersing tourist flows to less congested areas like Phangnga and Ranong.
Krabi Welcomes New Middle Eastern Route
In related southern tourism news, Krabi recently welcomed inaugural flights from Sharjah via Air Arabia, adding 5,220 arrivals per month.
As of November 23, Thailand welcomed 728,340 Middle Eastern visitors, with a year-end target of 850,000. These tourists spend an average of 100,000 baht per trip over 10 days.
“Despite competition from Japan and Vietnam, Thailand remains a top-five destination for the Middle East market,” said Santi Sawangcharoen, TAT executive director. The TAT is boosting joint marketing and plans to open a new office in Riyadh, Saudi Arabia.
Wajanan Silpawornwiwat, TAT executive director for the southern region, noted Krabi’s popularity stems from its natural beauty, Muslim-friendly cuisine, and quality accommodation. Foreign arrivals to the southern region grew by 6% this year.
