Phuket's Tourism Shift: Targeting the Middle Eastern Market

Phuket’s tourism industry is diversifying its focus towards the affluent Middle Eastern market to offset seasonal declines in arrivals from Russia and Europe. At the Arabian Travel Market 2024 (ATM 2024) in Dubai, over 30 Phuket hospitality businesses showcased their offerings, aiming to allure high-spending tourists from the region.

The ATM 2024, held from May 6 to May 9, exceeded expectations by attracting over 46,000 attendees from 160 countries in just four days, including 33,500 visitors. Leading the Thai delegation was Thapanee Kiatpaiboon, the Governor of the Tourism Authority of Thailand (TAT), with Phuket being represented prominently by various hospitality stakeholders.

The Phuket delegation, led by figures like Phongsura Khuphongsakorn and Thaneth Tantipiriyakij, engaged in fruitful discussions during the event. Collaborative efforts between the Phuket Tourist Association (PTA) and TAT led to the showcasing of local products and community tourism initiatives, garnering significant attention.

The business-to-business segment saw Phuket’s hospitality leaders engaging in discussions with tour operators from the Middle East and Asia, focusing on niche groups like luxury travelers, families, and honeymooners, known for their substantial purchasing power.

The timing of the ATM 2024 coincided with Thailand's transition from its high season to the low season, with international carriers shifting to summer schedules, impacting arrivals from European and Russian markets. Despite this, the absence of a Songkran surge in arrivals underscored Thailand’s seasonal tourism nature, though the country still performed well overall.

According to Thailand’s Ministry of Tourism and Sports (MoTS), international arrivals in 2023 witnessed a significant increase year-on-year, with notable growth from the Middle East. Saudi Arabia emerged as the leading source market in the region, closely followed by the United Arab Emirates, Oman, and Kuwait.

While Saudi Arabia ranks alongside countries like Sweden, Italy, Spain, and Kazakhstan in terms of annual visitor numbers, arrivals from the Middle East still trail those from Australia and New Zealand but surpass those from Scandinavia. This strategic shift towards the Middle Eastern market reflects Phuket's adaptive approach to tourism dynamics.