PHUKET, 17 May 2025: Despite a notable decline in Chinese tourist arrivals, Phuket’s tourism sector is showing impressive resilience, buoyed by alternative markets and a robust domestic strategy aimed at sustaining visitor momentum throughout the year.
According to local tourism officials and recent statistics, the number of Chinese visitors to Phuket in April 2025 dropped by more than 50% compared to the same period last year. The slump has been largely attributed to lingering safety concerns and unfavourable social media narratives circulating within China, which have painted Thailand as a less desirable travel destination. Similar concerns have been echoed across Southeast Asia, with Malaysia and Vietnam also witnessing softer Chinese tourist numbers this year.
Yet, in stark contrast to the drop in Chinese tourism, Phuket’s overall visitor arrivals continue to surge. In the first quarter of 2025 alone, the island welcomed approximately 3.89 million visitors, generating over 149 billion baht (approximately USD 4 billion) in tourism revenue, according to the Tourism Authority of Thailand (TAT). These numbers are on track to exceed 2024 figures, indicating a healthy post-pandemic rebound.
“We acknowledge the challenges related to the Chinese market, but Phuket is not solely dependent on any single demographic,” said a senior official from the Phuket Provincial Tourism Office. “Our diversification strategy is paying off. We are seeing strong growth from European countries, the Middle East, and regional ASEAN markets.”
Russian, British, Indian, and Kazakh travellers now make up a significant share of international arrivals. Notably, Saudi Arabia—following the resumption of diplomatic ties with Thailand—has emerged as a promising new market. TAT expects over 100,000 Saudi visitors to arrive in 2025, a figure that surpasses pre-COVID levels.
To counteract seasonal lulls and the Chinese shortfall, Phuket is also intensifying efforts to boost domestic tourism during the April–October green season. The TAT, in partnership with local businesses and event organisers, has rolled out a range of campaigns tailored to younger, experience-driven Thai travellers. Events such as the Phuket SUP Rally: Paddle in Paradise, Sip & Chill: Zoociety, and LIV Experience Festival are designed to blend beachside relaxation with modern lifestyle trends, targeting millennials and Gen Z audiences.
Meanwhile, on a national scale, Thailand has lowered its Chinese tourist arrival forecast from 8 million to 6.7 million for the year, a recalibration reflecting current travel patterns. TAT Governor Thapanee Kiatphaibool confirmed that the agency is seeking an additional 3.5 billion baht (around USD 108 million) in government funding to launch a recovery campaign that will include digital promotions, airline partnerships, and high-value travel packages tailored to mid- and long-haul travellers.
While analysts agree that Chinese travellers remain crucial to Thailand’s long-term tourism growth, the situation has underscored the importance of market diversification. Tourism industry veteran and hotelier Jirayut Piyapong said, “What we are seeing is a rebalancing of the tourism ecosystem. Phuket is no longer just about group tours from China — it’s evolving into a multi-market destination.”
Despite the setbacks, stakeholders remain optimistic. Phuket International Airport is operating at near-full capacity with direct flights from over 30 countries, and several new luxury hotel openings are scheduled for late 2025 and early 2026, indicating strong investor confidence in the island’s future.
As Phuket navigates shifting regional dynamics, its flexible approach, supported by vibrant marketing and infrastructure investments, places it in a strong position to sustain growth, even in the face of external challenges.
