Phuket –
Phuket is facing a sharp decline in Chinese visitors amid concerns over safety and social sentiment. According to Rangsimon Kingkaew, President of the Phuket Tourism Industry Council, Chinese tourists nationwide have majorly decreased, and Phuket has mirrored this trend.
Mr. Rangsimon told the Phuket Express that in April of 2025, the number of Chinese visitors to Phuket dropped by over 50% compared to the previous year. This decline is attributed to growing concerns among Chinese travelers about personal safety and security in Thailand. Additionally, perceptions that Thai people may not welcome Chinese tourists—due in part to negative portrayals on social media—have further discouraged travel. Although these sentiments stem from isolated incidents, they have spread rapidly, amplifying fears among potential visitors.
Despite this setback, Phuket’s tourism industry remains resilient. While Chinese arrivals have fallen, other markets—including Russia and the United Kingdom—continue to show strong growth. Emerging markets, particularly Middle Eastern countries, have also been expanding. Overall, Phuket recorded a 5% increase in total tourist numbers in April, making it the only Thai province to maintain positive tourism growth.
However, challenges lie ahead. May and June are traditionally difficult months as long-haul travelers from peak season return home. To mitigate this seasonal slowdown, Phuket has intensified efforts to attract visitors during the “green season.”
A major success story is the Middle Eastern market, which has grown since the pandemic. Saudi Arabian tourists, for instance, are expected to reach 100,000 this year—an impressive rise from the 2,000–3,000 annual arrivals seen before COVID-19. This shift presents a promising alternative to the declining Chinese market.
Recognizing the importance of restoring confidence among Chinese travelers, Phuket’s private sector has launched various initiatives. Recently, the Phuket Tourism Business Association conducted promotional roadshows in Guangzhou, Hangzhou, and Beijing, aiming to reassure potential visitors.
The challenge, however, lies in overcoming negative perceptions on Chinese social media. Rather than relying on Thai-based platforms, Phuket must focus on generating positive stories within Chinese social networks. Encouraging satisfied tourists to share their experiences could be the key to reversing the current downturn.
Efforts to rebuild trust and enhance security for visitors will be crucial in shaping the future of the island’s tourism industry.
