Phuket urged to embrace technology, sustainability as tourist ...

*Phuket urged to embrace technology, sustainability as tourist behaviour shifts. PHUKET: Phuket must adapt quickly to changing tourist behaviour by embracing technology, improving service and building strong local brands…*

Published: 2026-03-14 19:36 UTC Event date: developing

Phuket must adapt rapidly to shifting tourist expectations by embracing technology, raising service standards, and prioritising sustainability if it wants to maintain its status as a premier travel destination, according to Bhummikitti Ruktaengam, President of the Sustainable Tourism Foundation and Advisor to the Phuket Tourist Association. Speaking recently about the challenges facing the island’s tourism industry, Mr Bhummikitti emphasised that local businesses and authorities need to act decisively to remain competitive.

Mr Bhummikitti highlighted that tourist behaviour is changing, with visitors increasingly seeking destinations that offer convenience, digital connectivity, and environmentally responsible practices. He urged Phuket’s tourism operators to leverage technology and artificial intelligence to improve services and strengthen online communication with potential visitors. This, he said, will help local businesses reach new markets and meet the evolving needs of international and domestic travellers.

In addition to embracing new technologies, Mr Bhummikitti stressed the importance of building strong local brands that can set Phuket apart from other destinations. He noted that raising service standards across the hospitality sector is critical for ensuring that visitors have positive experiences and are encouraged to return or recommend Phuket to others.

Sustainability remains a key concern for the island, which continues to attract millions of tourists each year. Mr Bhummikitti called on government officials to provide more support in upgrading public utilities and infrastructure to promote sustainable tourism development. He also advocated for improved waste management systems, which are essential for protecting the island’s natural environment and maintaining its appeal to environmentally conscious travellers.

One specific initiative Mr Bhummikitti mentioned was the need for more hotels to achieve ‘Green Hotel Plus’ certification, which recognises properties that meet higher standards of energy efficiency and environmental responsibility. Upgrading accommodations to meet these standards, he said, would demonstrate Phuket’s commitment to sustainable tourism and help secure its future as a leading travel destination.

For Phuket residents and business owners, these recommendations could mean changes in how tourism services are delivered, with greater emphasis on digital tools, training, and eco-friendly practices. Tourists may also notice new green initiatives and enhanced customer service during their stay.

As Phuket continues to recover from the impacts of the global pandemic and faces increased competition from other destinations, local authorities and industry leaders are expected to review and implement strategies that support sustainable growth. The coming months will likely see further discussions on policy updates, investment in infrastructure, and collaboration between the public and private sectors to ensure Phuket remains attractive to visitors while preserving its unique environment.

Source: https://www.thephuketnews.com/phuket-urged-to-embrace-technology-sustainability-as-tourist-behaviour-shifts-96566.php