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Rangsiman Kingkaew, Vice President of Strategy and Planning at the Phuket Tourist Association, unveiled the roadmap for tourism recovery in Phuket, bringing the industry back to near pre-pandemic levels.

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Mr. Rangsiman presented this strategy during a press conference led by Phuket Governor Sophon Suwannarat on Monday, September 23, highlighting key initiatives and developments.

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While the event covered various significant topics, including the core ‘pillars’ of Phuket’s development (GEMMSSTTF), the primary focus was tourism.

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Mr. Rangsiman emphasized the private sector’s crucial role in boosting tourism in Phuket. He reflected on the sector's remarkable growth since the Tom Yum Kung crisis over two decades ago, noting that tourism is now a vital component of Thailand’s economy.

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In 2019, Thailand ranked 8th globally for foreign tourist arrivals and 4th for tourism revenue. However, the COVID-19 pandemic dealt a significant blow to the industry.

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Following the pandemic, Thailand's tourism sector witnessed one of the fastest global recoveries, with Phuket leading the way due to the Phuket Tourism Sandbox initiative.

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Though tourism in Thailand has nearly returned to pre-COVID levels, the profile of tourists has shifted. Business tourism, particularly through the MICE (Meetings, Incentives, Conferences, and Exhibitions) sector and international investments, has gained prominence.

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In 2023, Phuket saw 11.3 million visitors, generating B388.017 billion in revenue—17.85% of the nation’s total tourism income. Notably, Phuket had the highest earnings per tourist in Thailand, averaging B34,337 per person.

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Despite this rebound, Mr. Rangsiman highlighted the shift in the tourist demographic.

"In 2024, Phuket is projected to achieve its highest-ever tourism revenue, even if visitor numbers don’t match 2019 figures. Tourists are now spending more, staying longer, and contributing more daily, reflecting a change in the visitor profile, particularly among remote workers," he stated.

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The expansion of tourism and evolving tourist behavior have also fueled growth in Phuket’s real estate, education, and retail sectors, although this progress presents challenges, Mr. Rangsiman added.

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The private sector has identified the following key strategies for Phuket’s tourism development:

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1. Retention Strategy: Focus on maintaining tourists from China, Russia, Australia, the UK, Germany, and other European nations through:some text

- Trade Shows: ITB Asia 2025, ITB Berlin 2025, CITM 2024

- Roadshows: Pre-ITB (UK), China, Australia, UK, Russia

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2. New Market Strategy: Target emerging markets, including India, Middle Eastern countries, nearby nations, and niche markets through:some text

- Trade Shows: SATTE, ATM, IMEX, KITF

- Roadshows: Post-SATTE, Jordan, Korea, Vietnam, South Africa

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3. Thai Market Strategy: Encourage domestic tourism to further bolster the sector.

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These strategies aim to adapt to the shifting tourism landscape and ensure sustainable growth for Phuket, Mr. Rangsiman explained.

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Tourism Calendar

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Phakawadi Muangmoon, a policy and planning analyst at the Phuket Provincial Office of Tourism and Sports, announced the release of the first edition of the 2025 tourism calendar. It includes 33 diverse events that celebrate local culture, sports, and nature tourism, catering to both domestic and international visitors.

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From 2025 onwards, residents, tourism operators, and visitors can access the calendar in real-time via Google Calendar, allowing tourists to plan trips more easily, helping operators prepare in advance, and promoting local events effectively throughout the year.

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Source : https://www.thephuketnews.com/phuket-figures-set-out-tourism-strategy-93782.php