More tourists are now coming to Phuket during the off-season, according to figures released by the Phuket Tourist Association (PTA). The association says this year’s “green season”, also known as “low season”, is drawing stronger-than-usual demand, with industry stakeholders crediting changing travel habits and added air connectivity for the surge.
Related article: Why Low Season is the Best Season to Visit Phuket
European Lift, Shifting Source Markets Reshape the “Green Season”
PTA president Thanet Tantipiriyakit reports a notable uptick in arrivals from Europe—particularly the UK, Germany, and France—supported by an expansion of direct flights to the island. While overall headcounts may grow more modestly, the value of tourism is set to climb: Phuket’s tourism revenue is projected to rise by more than 40 billion baht in 2025, about a 10% increase from roughly 498 billion baht last year. Provincial data also shows 5.85 million visitors between January and May, up 3.14% year-on-year, underscoring the momentum heading into the low season.
The composition of arrivals has shifted. As of June 2025, visitors from China were down by around 50% compared with last year’s green season, while Indian arrivals were up by a similar margin. Indian travelers often concentrate in high-traffic areas such as Patong and spend proportionally more on vegetarian and non-meat cuisine, prompting restaurants to adjust menus. The PTA expects Chinese visitors to rebound during school holidays in July and August, making continued engagement with that market a priority as airlines and local authorities discuss reinstating or adding direct services.
Air capacity remains central to Phuket’s off-season strategy. Officials point to the rise in European direct flights—especially from France—as a key driver of counter-seasonal travel, while talks with Chinese counterparts aim to rebuild links through Don Mueang and, ultimately, direct Phuket routes. Local leaders say the focus is less on chasing volume and more on attracting higher-spending travelers who dine out and shop, thereby lifting yield even if overall arrivals grow at a slower pace.
The Tourism Authority of Thailand (TAT) is also leaning into sports tourism to keep Phuket on the calendar year-round. Under broader national campaigns for 2025, TAT and partners are promoting regattas, triathlons, surfing, and other competitions as green-season anchors that fill hotel rooms, stimulate restaurant trade, and sustain tour operators through the monsoon months. Officials say the sports-led approach complements efforts to diversify source markets and smooth seasonality.
For accommodation providers, the demand mix is evolving alongside traveler preferences. Operators report robust interest across hotels and alternative stays, with premium segments benefiting from travelers who value privacy, space, and concierge-level services—trends that have buoyed bookings for prestigious villa rentals in Phuket. Industry figures argue that courting high earners who are willing to shop and eat locally, coupled with targeted flight additions, can help cement Phuket’s status as a viable year-round Southeast Asian destination.
While headwinds remain—most notably a softer China market—authorities and the private sector are betting that a stronger European shoulder season, resurgent India demand, and a calendar of sports events will keep the island’s off-season busier than expected. If current projections hold, Phuket’s tourism receipts in 2025 could top last year by more than 40 billion baht, even as the market’s composition continues to evolve.
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