New C9 Hotelworks Phuket Hotel and Tourism Report Released

C9 Hotelworks has released its new Phuket Hotel and Tourism Market Review 2025.

Phuket’s tourism market in 2024 continues its trajectory toward full recovery, underpinned by significant growth in Russian and Indian arrivals, alongside government-led visa-free travel initiatives. Passenger arrivals for the year reached 8.65 million, reflecting a 23% increase compared to 2023 and just 5% below the 2019 benchmark of 9.07 million arrivals.

China, historically Phuket’s largest international source market, recorded 998,228 visitors in 2024, up from 566,961 by 76% in 2023, but still trailing the pre-pandemic peak of 3.12 million. The Thai government’s introduction of visa-free entry in late 2023 has been instrumental in driving this recovery.

The policy also extended to travelers from Kazakhstan and Saudi Arabia, further diversifying source markets. Russia led international arrivals with 1,069,597 visitors in 2024, representing a 26% year-on-year increase, while India recorded a notable 58% rise, contributing 481,478 visitors. Collectively, Russia, India, and China accounted for 45% of Phuket’s total international arrivals.

Phuket’s positioning as a luxury destination is evolving, with the island increasingly expanding its offerings from luxury real estate to premium lifestyle facilities and amenities. Emerging hotspots such as Bangtao/Cherngtalay and Kamala are driving this transformation, supported by a proliferation of high-end developments and lifestyle-oriented establishments. Notable examples include the newly opened Anantara Life Center Phuket and the upcoming Mucho Amor Beach Club.

Additionally, the removal of Phuket’s long-standing 80-meter building height restriction is expected to catalyze a wave of new upscale developments, reshaping the island’s skyline and further solidifying its appeal as a premier luxury destination.

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