Phuket has set an ambitious target of 550 billion baht in tourism revenue for the upcoming high season, with early signs indicating a rebound nearing pre-pandemic levels in 2019.
According to Phuket Tourist Association president Thanet Tantipiriyakit, the tourism outlook for the island remains highly encouraging. He pointed to a steady increase in direct international flights, particularly from China, as a strong indicator of growth toward the end of the year.
Industry members report robust advance bookings from November through January, with healthy demand coming from both European and Asian markets. Occupancy rates are forecast to average around 90%, maintaining the same level as last year.
Mr. Thanet said performance in the first seven months of 2025 is already approaching figures seen in 2019 before the global pandemic.
He emphasised that both the private sector and the Tourism Authority of Thailand want the government to prioritise quality over sheer visitor numbers, noting improvements in traveller behaviour such as longer stays among European and Asian tourists.
Tourism revenue is expected to reach 550 billion baht this year, a 10% increase from the 498 billion recorded last year. By July, revenue had already exceeded 290 billion, leaving only 200 billion needed to hit the full-year goal.
However, Mr. Thanet acknowledged that visitor numbers are unlikely to surpass 2019 levels due to infrastructure constraints on the island.
He also cautioned that overcrowding could diminish Phuket’s attractiveness as a health and wellness destination and negatively affect the quality of life for residents.
He further expressed appreciation to the police for efforts to relieve congestion along Thepkrasattri Road, the island’s key north-south route.
Measures included the closure of U-turn points and intersections, which initially disrupted daily routines but have since reduced travel times.
Police data showed that journeys from Phuket Town to the airport between 9am and 3pm now take roughly 40 minutes, he said.
