Phuket delegation takes tourism roadshow to three Japanese cities
A Phuket delegation visited Sapporo, Osaka and Tokyo from June 22-26 to promote the island to Japanese travellers and rebuild tourism ties with one of its historically important markets.
Representatives from the Phuket Provincial Administrative Organisation, the Phuket Tourist Association and local tourism businesses visited Sapporo, Osaka and Tokyo from June 22-26 for the “Phuket Roadshow to Japan 2026” to promote the island to Japanese travellers.
The delegation was led by PPAO Deputy Chief Executive Anupap Vejvanichsanong. According to the PTA, the roadshow was intended to strengthen confidence in Phuket among Japanese travel businesses, create new commercial opportunities and rebuild long-term partnerships in what it described as one of the island’s historically important international markets.
The PTA said Japan was once among Phuket’s leading overseas visitor markets, supported by regular direct flights between Japan and Phuket. Although scheduled direct services ended more than 15 years ago, Thailand remains a popular destination for Japanese travellers, most of whom now visit Bangkok and surrounding areas.
Organisers said the roadshow aimed to reposition Phuket by highlighting tourism development on the island over the past decade, including new luxury hotels and resorts, wellness experiences, marine tourism, sporting events, cultural attractions and a broader range of lifestyle offerings.
The delegation also promoted Phuket’s status as a UNESCO Creative City of Gastronomy, presenting the island’s culinary heritage as one of its key tourism strengths.
The programme received support from the Tourism Authority of Thailand, with TAT offices in Tokyo and Osaka providing market intelligence, travel trends and consumer insights to help Phuket tourism operators better understand the Japanese market.
Held in a table-top sales meeting format, the roadshow allowed Phuket businesses to meet directly with Japanese travel agencies, tour operators, airline representatives, wholesalers and other tourism stakeholders. The programme opened in Sapporo on June 22, moved to Osaka on June 24 and concluded in Tokyo on June 26.
Across the three cities, participants joined destination presentations, tourism product updates, business matching sessions and networking events. Organisers said the roadshow generated 675 one-on-one business appointments between Phuket tourism operators and Japanese travel trade partners.
The PTA said the initiative was more than a sales mission and marked a renewal of tourism ties between Phuket and Japan, with the goal of supporting sustainable growth in the Japanese market and long-term benefits for Phuket’s tourism industry, local businesses and the wider community.
