Phuket Leads Average Daily Tourist Spending

In 2024, Phuket recorded the highest average daily tourist spending among Thailand’s major destinations, outperforming Bangkok and Chiang Mai. The average daily expenditure in Phuket reached THB8,547, representing a 5% year-over-year increase from THB8,172 in 2023.

By comparison, Bangkok’s average daily spend stood at THB5,487, while Chiang Mai recorded the lowest level at THB4,310. The widening gap in visitor expenditure highlights Phuket’s continued positioning as a higher-value leisure market.

This performance is underpinned by resort-led travel demand, longer average lengths of stay, and higher discretionary spending, which differentiates Phuket from urban destinations and reinforces its attractiveness for hospitality assets and resort-grade residential investments.

Source: Ministry of Tourism and Sports

Spending patterns in Phuket reflect a mature resort market with a broad mix of high-value offerings. Average daily hotel spending increased from THB2,118 to THB2,235 in 2024 (+6%), accounting for approximately 26% of total daily expenditure. Beyond accommodation, visitors allocate a significant share to food and beverage, wellness and spa experiences, marine and nature-based activities, retail shopping, and curated excursions.

Phuket’s ability to attract high-value visitors and sustain elevated average daily spending supports a strong lifestyle and investment proposition. The breadth of leisure, wellness, dining, and outdoor activities supports long-stay demand and residential occupancy, while a resilient tourism base strengthens demand for hotels and resorts.

Combined with limited land supply in prime locations and ongoing infrastructure investment, these structural factors support land value appreciation and income-producing potential, positioning Phuket as an attractive market for both lifestyle buyers and investors seeking long-term returns.