Phuket is aiming for a record-breaking ฿550 billion in tourism revenue during the upcoming high season, as the island’s tourism sector shows strong signs of recovery, approaching pre-pandemic levels.

According to Phuket Tourist Association president Thanet Tantipiriyakit, the outlook is promising, bolstered by a rise in direct international flights, particularly from China, and solid advance bookings from both European and Asian markets. Occupancy rates between November and January are expected to average around 90 per cent, matching last year’s performance.

Tourism earnings for the first seven months of the year have already exceeded ฿290 billion. With a further ฿200 billion needed to meet the annual target, Mr Thanet remains optimistic, projecting a 10 per cent increase over last year’s ฿498 billion.

He emphasised the need to prioritise high-quality tourism over sheer visitor numbers, citing longer stays by European and Asian travellers as a positive trend.

While Phuket may not surpass 2019 visitor figures due to infrastructure limitations, recent traffic measures have eased congestion on Thepkrasattri Road, with travel times to the airport now averaging 40 minutes during off-peak hours.