Phuket’s Tourism Market is Entering a New Era of Growth

For the year ending September 2025, Phuket’s tourism and hospitality sector stands within only 3 percent of its previous peak in 2019, reflecting a near-complete recovery in travel demand and overall market activity. Based on data from Airports of Thailand, total arrivals reached 8,688,758 in 2025, compared to 8,940,947 in 2019.

Arrivals into Phuket International Airport grew 5.8 percent year on year compared to 2024, confirming steady confidence among both international and domestic travelers. Since 2015, international arrivals have increased at a 4.6 percent compound annual growth rate, establishing Phuket as Thailand’s second most visited destination and its third busiest airport after Suvarnabhumi and Don Mueang.

Source: Airports of Thailand

Additionally, Phuket’s hotel development pipeline continues to strengthen, with more than 15 new properties representing over 4,000 keys scheduled for delivery by 2028. Developers are focusing on experience-led concepts that integrate accommodation with beach clubs, wellness retreats, and dining hubs. Sustainability, community engagement, and health-oriented design have become central features in both new developments and refurbishments, reflecting global travel trends that prioritize balance, authenticity, and well-being.

Beyond the hospitality sector, Phuket’s broader ecosystem is evolving rapidly. The expansion of international schools, private hospitals, and wellness centers is elevating the island’s appeal among long-stay residents, investors, and families relocating for lifestyle or remote work. Continuous improvements in air connectivity and infrastructure are also strengthening Phuket’s position as one of the most accessible and dynamic destinations in Southeast Asia.

With international arrivals nearing pre-pandemic levels and steady investment across the hospitality and lifestyle sectors, Phuket is entering a period of promising growth. The island’s continued improvements in infrastructure, healthcare, and education, together with a diversified tourism base, point to a market that is maturing beyond cyclical recovery. Looking ahead, Phuket’s growth trajectory appears grounded in long-term fundamentals rather than short-term momentum, positioning it as one of Southeast Asia’s most resilient and well-balanced resort destinations.