Phuket shifts to targeting 'quality' tourists

*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. In 2019…*

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

Phuket is intensifying its focus on attracting “quality” tourists, according to Thanet Tantipiriyakit, president of the Phuket Tourist Association, as the island seeks to bolster its reputation as a high-value travel destination. The strategic shift comes as tourism remains the backbone of Phuket’s economy, representing 95% of the island’s income.

Speaking recently, Mr Thanet highlighted that while Phuket welcomed around 14 to 15 million visitors in 2019 and earned 450 billion baht, the COVID-19 pandemic caused a sharp decline in arrivals and revenue. Phuket experienced a unique challenge as the only province in Thailand to be locked down at the sub-district level, effectively bringing tourism income to zero for a period. The island later gained international attention as the first province to reopen to foreign tourists under the Phuket Sandbox scheme.

Despite a lower number of tourists in 2024 compared to pre-pandemic figures, Phuket’s tourism revenue surpassed 490 billion baht. Mr Thanet attributed this increase to a change in visitor behavior, with tourists now spending more per visit. He described this trend as a move toward “quality tourism,” where the emphasis is on attracting travelers who not only stay longer—ideally four to five nights—but also respect local laws, culture, and norms, and contribute to a broader range of local businesses.

The focus on quality over quantity is expected to have a significant impact on both Phuket residents and the local economy. Longer stays and higher spending per visitor can benefit a wide array of businesses, from hotels and restaurants to local shops and cultural attractions. This approach also aims to reduce the strain on infrastructure and the environment that often accompanies mass tourism, while fostering more meaningful interactions between visitors and the local community.

Chinese tourists were cited by Mr Thanet as an example of the new target demographic, with an emphasis on those who demonstrate respect for Thai customs and participate in diverse local experiences. The private sector is working alongside government agencies to enhance offerings that appeal to these visitors, including cultural tours, sustainable activities, and authentic Thai hospitality.

As Phuket continues to adapt its tourism strategy, local authorities and businesses are closely monitoring visitor demographics and spending patterns. The island’s success in this new direction will be measured not only by revenue but also by the sustainability of its tourism sector and the quality of life for residents. Officials are expected to review the outcomes of this approach in the coming months, as Phuket balances economic growth with preserving its unique character and environment.

Source: https://www.bangkokpost.com/learning/easy/3149164/phuket-shifts-to-targeting-quality-tourists