Phuket’s high season “best in five years”

*Phuket’s tourism industry is enjoying its strongest high season in five years, beating even pre-Covid-19 benchmarks, with operators optimistic that momentum will carry into 2026 as the island prepares to host six major global events, according to Thanet Tantipiriyakit, president of the Phuket Tourist Association.*

Published: 2026-03-14 16:33 UTC Event date: developing

Phuket’s tourism sector is experiencing its most successful high season in five years, surpassing even pre-pandemic figures, according to Thanet Tantipiriyakit, president of the Phuket Tourist Association. Operators across the island report strong arrivals and spending, with the momentum expected to continue as Phuket gears up to host six major international events in 2026.

Thanet revealed that the current peak season, spanning the last quarter of 2025 through the first quarter of 2026, has brought daily visitor numbers to between 60,000 and 80,000. This surge has pushed tourism figures above 2019 levels, marking a significant rebound from the setbacks of Covid-19. The island is targeting tourism revenue of 550 billion baht for 2025, with more than 80% projected to come from foreign visitors.

Phuket’s ability to attract international travellers has been bolstered by an increase in direct international flights, a key factor in the island’s recovery. However, Thanet noted that the single-runway Phuket International Airport is facing capacity pressures, with as many as 400 flights per day during the high season and only 25 aircraft parking bays. These constraints highlight the need for ongoing infrastructure improvements to support further growth.

The Tourism Authority of Thailand estimates total visitor numbers at 10 to 14 million for 2025, while the Phuket Tourist Association expects between five and six million international arrivals through the island’s entry points. These figures are used by local businesses to guide investment and renovation decisions, ensuring Phuket remains competitive as a global destination.

Looking ahead, Thanet forecasts a 10% increase in tourism revenue for 2026, reaching approximately 605 billion baht. The top source markets are expected to be Russia, India, and China, though Chinese arrivals remain at about 30% of pre-pandemic levels due to limited direct flights. Despite lower visitor numbers, Chinese tourists are spending more per trip, with data indicating a fourfold increase in average spending compared to previous years.

Phuket’s calendar for 2026 is set to attract a diverse array of visitors with six headline events, including the Thailand Biennale contemporary art festival, the Electric Daisy Carnival music festival, the Global Sustainable Tourism Council Summit, the InterPride World Conference, and the Global Wellness Summit. These events are projected to draw hundreds of thousands of additional visitors and further boost the local economy.

As Phuket continues its recovery, local residents and businesses are preparing for increased activity and opportunities, while authorities focus on managing airport capacity and ensuring the island can support the expected influx. The success of the current high season and the upcoming global events signal a promising outlook for Phuket’s tourism industry in the years ahead.

Source: https://www.nationthailand.com/news/tourism/40059868