PHUKET — Thailand’s premier island destination is targeting 550 billion baht ($17.3 billion) in tourism revenue this year as accommodation bookings for the upcoming high season approach pre-pandemic levels, industry leaders announced Saturday.
Thanet Tantipiriyakit, President of the Phuket Tourist Association, said the outlook for the island’s crucial high season appears strong, driven by increased direct flight connections and robust advance bookings from international visitors.
“Just yesterday, there was good news about a potential increase in direct flights from China, which is a very positive sign for the end of the year,” Thanet said during a briefing on September 13.
Strong Booking Performance
Members of the Phuket Tourist Association report that hotel reservations for November and December 2025, extending into January 2026, are showing considerable strength. Properties across the island have recorded high numbers of advance bookings from both European and Asian markets.
The association expects occupancy rates for the remainder of 2025 to average over 90% island-wide, matching last year’s performance. Tourism statistics for the first six to seven months of 2025 are already approaching 2019 pre-pandemic levels.
Focus Shifts to Quality Tourism
Rather than pursuing visitor volume alone, tourism authorities are emphasizing higher-spending, longer-staying guests. Thanet noted significant improvements in average length of stay among tourists from both Europe and Asia.
“What the private sector and the Tourism Authority of Thailand are doing now is that we are not focusing on the number of tourists, but on quality tourists,” he explained.
The revenue target of 550 billion baht ($17.3 billion) represents a 10% increase from 2024’s figure of over 498 billion baht ($15.6 billion) . Tourism generated more than 290 billion baht ($9.1 billion) in the first seven months of 2025, leaving officials optimistic about surpassing 200 billion baht ($6.3 billion)in the remaining months.
Infrastructure Concerns Temper Growth
Despite positive booking trends, Phuket officials hope visitor numbers will remain close to 2019 levels rather than exceed them, citing ongoing infrastructure limitations. Excessive tourist volumes could undermine efforts to position Phuket as a health-conscious destination and negatively impact local residents.
The private sector has praised police efforts to address traffic congestion, particularly on Thepkrasattri Road, where authorities have implemented route changes, modified U-turn points, and closed select intersections. While these measures affect daily life, police report that travel time between Phuket city and the airport has been reduced to 40 minutes during peak hours between 9 AM and 3 PM.
The balanced approach reflects Phuket’s strategy to maximize tourism revenue while maintaining destination quality and livability for residents.
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