Phuket enjoys surprise off-season arrivals hike

*Phuket is seeing a shift in tourism patterns as European travellers embrace off-season travel, with tourism revenue expected to grow by over 40 billion baht, or around 10%, this year, says the Phuket Tourist…*

Published: 2026-03-14 18:57 UTC Event date: developing

Phuket is experiencing a notable increase in tourist arrivals during the off-season, driven by a surge of European travellers choosing to visit the island outside the traditional peak months, according to the Phuket Tourist Association. The association projects tourism revenue will rise by over 40 billion baht this year, marking a 10% increase compared to last year.

The shift comes as tourists from the United Kingdom, Germany, and France show greater interest in the so-called green season, which typically sees fewer visitors. Industry leaders attribute the growth to a rise in direct flights from Europe, especially France, making Phuket more accessible to European holidaymakers even during months previously considered off-peak.

Phuket Tourist Association president said that if the current trend continues, tourism income in 2025 could exceed 538 billion baht, up from 498 billion baht recorded last year. The increase in arrivals is expected to benefit a wide range of local businesses, from hotels and restaurants to tour operators and transport providers, who often see a downturn during the rainy season.

Phuket's governor, Sophon Suwannarat, highlighted the importance of attracting high-quality tourists to ensure sustainable growth for the province. He noted that the return of Chinese visitors is also contributing to the positive trend, with recent flights from Bangkok to Phuket carrying a significant number of Chinese passengers, particularly during the school holiday period in July and August.

For residents and tourism operators in Phuket, the boost in off-season visitors provides a welcome source of income and stability. Traditionally, many service providers reduce staff or curtail operations during the quieter months, but the new influx of tourists has allowed some businesses to maintain higher staffing levels and extend their service offerings year-round.

The changing tourism patterns could also influence Phuket’s infrastructure planning, with authorities monitoring the impact on transportation, waste management, and public services as more visitors arrive outside the usual peak season.

Officials and industry leaders are watching closely to see if the trend continues, as it may signal a long-term shift in travel habits among European and Chinese tourists. The Phuket Tourist Association plans to collaborate with airlines and travel agencies to further promote off-season travel, aiming to ensure that the benefits of tourism are spread more evenly throughout the year.

Source: https://www.bangkokpost.com/learning/easy/3070590/phuket-enjoys-surprise-off-season-arrivals-hike