Inbound: Phuket tourism finally puts pre-COVID levels in the past

*PHUKET: As Phuket enters the New Year with soaring arrivals, strong spending and renewed confidence from long-haul markets, Phuket Tourist Association President Thaneth Tantipiriyakit told The Phuket News: “This is the…*

Published: 2026-03-14 19:37 UTC Event date: developing

Phuket has surpassed its pre-pandemic tourism benchmarks, with international arrivals and spending hitting record highs as the island enters the New Year, according to the Phuket Tourist Association. Thaneth Tantipiriyakit, president of the association, told The Phuket News that this high season is the best Phuket has experienced in the past five years.

The association estimates that international tourists will contribute more than 80% of tourism revenue this year. Total tourism income for 2025 is projected to reach approximately B550 billion, representing a rise of about 10% compared to last year. International arrivals through Phuket are expected to reach 5 to 6 million annually, marking a significant increase not only in visitor numbers but also in average spending per tourist.

This surge is attributed in part to renewed interest from long-haul markets and the availability of more direct flights to Phuket. The increased connectivity, especially from Europe and the Middle East during the winter months, is making the island more accessible to high-spending travelers. These visitors are also tending to stay longer, further boosting local businesses and hospitality providers.

For Phuket residents and local enterprises, the rebound means a return to economic stability after several challenging years. Hotels, restaurants, tour operators, and retail shops are reporting strong bookings and sales, with the influx of international tourists creating more job opportunities and driving demand for goods and services. The benefits are also felt by taxi drivers, local markets, and service industry workers, many of whom rely heavily on tourism for their livelihoods.

Tourists visiting Phuket are also bringing renewed vibrancy to popular destinations such as Patong, Kata, and Old Phuket Town, where cultural events and nightlife have seen a marked resurgence. The uptick in arrivals is further expected to support infrastructure improvements and encourage investment in sustainable tourism initiatives across the island.

Looking ahead, Phuket is positioning itself as a global destination for major events. Mr Thaneth revealed that in 2026, the island will host six world-class international events, including the GSTC Global Sustainable Tourism Conference, InterPride World Conference, and the Global Wellness Summit, in addition to significant music and cultural festivals. These events are expected to attract even more visitors and reinforce Phuket’s reputation as a leading tourism hub in Southeast Asia.

With the tourism sector firmly in recovery and new opportunities on the horizon, local authorities and businesses are now focusing on ensuring sustainable growth and maintaining high standards for both residents and visitors.

Source: https://www.thephuketnews.com/inbound-phuket-tourism-finally-puts-pre-covid-levels-in-the-past-98715.php