PHUKET, THAILAND – The island of Phuket faced a steep tourism decline in 2025, with official figures showing a 7.23% drop in foreign arrivals, yet local restaurant leaders said they remained confident the late high season would revive the island’s fortunes.
Tourism numbers reveal sharp downturn
According to data from the Tourism Ministry of Thailand released for the first ten months of 2025, foreign visitor arrivals totalled 26.7 million, marking a 7.23 percent decrease compared with the same period the previous year. The number of Chinese tourists, the country’s single largest market, fell by a dramatic 33.9 percent, while arrivals from Europe and the Americas showed modest improvement.
A local industry observer told reporters,
“Die Lage ist ernst, aber nicht hoffnungslos.”
said Unnamed Industry Expert.
Restaurants sense early signs of recovery
Despite the pressure, Pisut Suttijindawong, Vice President of the Phuket-Andaman Restaurant Club, noted stronger activity during Phuket’s annual Vegetarian Festival.
“Ich spürte, dass der Tourismus in der Provinz lebendig wurde.”
said Pisut Suttijindawong, Vice President, Phuket-Andaman Restaurant Club.
Mr. Pisut, who owns two restaurants in Patong and Phuket Town, acknowledged that foot traffic in those districts remained below last year’s levels. He added that typical high season signals, such as rapidly rising seafood prices, had not yet been observed on the island by early November 2025.
High season delayed, optimism endures
“Der Trend muss sich erst entwickeln.”
said Pisut Suttijindawong, Vice President, Phuket-Andaman Restaurant Club.
The restaurateur said he trusted that peak travel months would still bring full dining rooms across the island and expressed quiet confidence in the market’s resilience.
“Ich glaube fest an eine Hochsaison für Phuket, und die Lebendigkeit wird zurückkehren.”
said Pisut Suttijindawong, Vice President, Phuket-Andaman Restaurant Club.
Government aid fuels local demand
The Khon La Khrueng Plus subsidy scheme under the Thai government’s domestic stimulus plan provided a crucial lifeline to many small food operators. The program offers partial support for local consumers dining at registered establishments on Phuket Island.
“Es lockt mehr thailändische Gäste in unsere Lokale.”
said Pisut Suttijindawong, Vice President, Phuket-Andaman Restaurant Club.
Local analysts in Bangkok reported that increased domestic travel and incoming workers to the Andaman coast had helped stabilize employment and consumer spending levels.
High season may extend into May
Traditionally ending in March, Phuket’s high season could this year continue into May 2026, according to restaurant operators monitoring forward bookings.
“Ich bin unsicher, ob sie länger als gewöhnlich dauern wird.”
said Pisut Suttijindawong, Vice President, Phuket-Andaman Restaurant Club.
Entrepreneurs planned to adapt menus and staffing levels in anticipation of a fluctuating tourist flow through early spring. Restaurant federations on the island pledged additional marketing campaigns aimed at both Thai and international visitors.
- Foreign arrivals Jan–Oct 2025: 26.7 million
- Overall decline: 7.23% year-on-year
- Chinese market contraction: 33.9%
- Main recovery sectors: European and American tourism
- Government program: Khon La Khrueng Plus supports local dining
Industry pins hopes on late-season rebound
Analysts said that while the downturn exposed Phuket’s dependence on Chinese tourism, the local restaurant sector demonstrated readiness to adjust to shifting regional travel patterns. The resilience of operators like Pisut Suttijindawong underscores their determination to maintain Phuket’s hospitality industry through the uncertain months ahead.