Phuket is looking to strengthen its standing as a high-quality destination, says Thanet Tantipiriyakit, president of the Phuket Tourist Association.
Mr Thanet said tourism accounts for 95% of Phuket's economy. From January to October, the island generated more than 442 billion baht in tourism revenue.
In 2019, Phuket welcomed 14–15 million visitors and earned 450 billion baht. But the pandemic brought income briefly to zero, as Phuket was the only province locked down at the sub-district level.
It later became the first to reopen under the Phuket Sandbox model.
In 2024, despite receiving fewer tourists than in 2019, Phuket generated more than 490 billion baht -- evidence, Mr Thanet said, that visitors are now spending more and reflecting a shift towards quality tourism.
The private sector is prioritising tourists who respect Thai laws, culture and local norms; stay longer -- ideally four to five nights rather than short stays; and spend across a wide range of local businesses.
Mr Thanet cited Chinese tourists as an example. Although arrivals are down 50% from 2019, most now come from affluent first-tier cities and stay longer -- an average of seven nights compared with two nights previously.
