Phuket aims to attract Middle Eastern tourists to boost tourism during off-peak seasons.

Phuket, Thailand – Phuket’s tourism industry is gearing up to tap into the lucrative Middle Eastern market to offset the seasonal decline in arrivals from traditional markets like Russia and Europe. With over 30 Phuket hospitality businesses showcasing their offerings at the Arabian Travel Market 2024 (ATM 2024) in Dubai, the focus is on attracting high-spending tourists from the region.

The ATM 2024, held from May 6 to May 9, saw a record-breaking turnout with over 46,000 attendees from 160 countries in just four days, surpassing the initial estimate of 41,000. Among the visitors were 33,500 individuals keen on exploring new travel opportunities.

Leading the Thai delegation at the event was Thapanee Kiatpaiboon, the Governor of the Tourism Authority of Thailand (TAT). Phuket, known for its popularity among Middle Eastern tourists, was well-represented by key stakeholders, including Phongsura Khuphongsakorn, the Secretary to the President of the Phuket Provincial Administrative Organisation (PPAO), and Thaneth Tantipiriyakij, the President of the Phuket Tourist Association (PTA).

Collaborating with the TAT, the PTA organized events at the Amazing Thailand Pavilion, showcasing a range of Phuket products tied to community tourism such as pineapple pies, Tao Sor desserts, cashew nuts, and Thai tea. Visitors had the opportunity to sample these local delights, generating significant interest among attendees.

The business-to-business segment of the event proved fruitful, with Phuket’s hospitality leaders engaging in productive discussions with tour operators from the Middle East and Asia. The focus was on niche groups like luxury travelers, families, and honeymooners, identified as quality tourists with substantial purchasing power, capable of sustaining Phuket’s tourism industry throughout the year, especially during the off-peak season.

The timing of the ATM 2024 coincided with the conclusion of Thailand’s 2023-2024 high season, as international carriers shifted to their summer schedules, impacting arrivals from winter markets like Europe and Russia. The absence of a Songkran surge in arrivals underscored the seasonal nature of Thailand’s tourism, despite the country’s commendable performance under the circumstances.

According to Thailand’s Ministry of Tourism and Sports (MoTS), international arrivals in 2023 surged by 154.4% year-on-year, reaching 28.1 million, with 600,499 visitors from the Middle East alone, marking a 98.8% increase. In the first quarter of 2024, total arrivals reached 9.3 million, up by 43.5%, with 88,024 visitors from the Middle East, reflecting a 12.2% rise.

Saudi Arabia emerged as the top source market in the region, with 178,113 arrivals in 2023 and 27,590 in the first quarter of 2024, followed closely by the United Arab Emirates, Oman, and Kuwait. The Middle East’s contribution to Phuket’s annual visitor numbers rivals countries like Sweden, Italy, Spain, and Kazakhstan, surpassing arrivals from Scandinavia but trailing behind Australia and New Zealand.

With a strategic focus on the Middle Eastern market, Phuket’s tourism industry aims to diversify its visitor base, reduce dependency on seasonal markets, and sustain growth throughout the year, positioning the island as a premier destination for affluent travelers seeking unique experiences and luxury hospitality services.