PARIS, FRANCE – Phuket staged a targeted roadshow in the French capital to win higher-spending European visitors and boost business tourism, with Paris–Phuket direct flights and MICE expansion at the core.
Offensive for a world-class image
The presentation was led by the Phuket Tourist Association and provincial governor Nirun Phongsithithavorn and aimed to sharpen the island’s profile as a premium destination in Europe. The delegation positioned Phuket as a high-end option rather than a mass-market beach resort.
At the same time, the island sought to strengthen its role as a hub for Meetings, Incentive Travel, Conventions and Exhibitions (MICE). The campaign focused on attracting congresses, corporate trips and trade fairs alongside traditional leisure tourism.
Diplomacy meets the tourism industry
The designated Thai ambassador to France, Nikorndej Balankura, also took part, adding political weight to the event. His presence underscored that the initiative extended beyond standard marketing.
Within the industry, such formats were seen as a signal that the agenda covered concrete travel and air transport projects between France and Thailand, not just advertising. Stakeholders framed the talks as groundwork for future cooperation on routes and packages.
Many partners, one shared agenda
The roadshow program was organised as a joint effort by provincial agencies, the Phuket Provincial Administration Organisation and the Tourist Association, together with the Thailand Convention and Exhibition Bureau (TCEB) and the Tourism Authority of Thailand (TAT). This alliance brought together administrative and marketing bodies.
By pooling these institutions, Phuket sought to present a unified front to European partners. The aim was to link offers for leisure tourists and business travellers, creating combined products that could appeal to multiple segments.
More than 50 European travel firms at the table
According to the organisers, more than 50 leading European travel companies took part in the business meetings that formed part of the event. These sessions were described as core to the roadshow’s practical outcomes.
Discussions focused on products, allotments and cooperation agreements. The deals under negotiation were expected to have an impact beyond the coming season, laying foundations for longer-term collaboration.
Air France seen as potential turning point
A highlight of the program was talks with Air France on expanding direct flight connections between Paris and Phuket. Participants described the possible expansion as a potential “game changer” for the island.
Stronger direct links were expected to make travel easier for high-spending holidaymakers and business visitors. Organisers said such connections could also help stabilise visitor numbers during Phuket’s low season.
Focus on quality over headcount
Governor Nirun Phongsithithavorn stressed that the island’s strategy prioritised visitor quality and length of stay over sheer arrival numbers. The approach aimed to increase value per guest rather than only volume.
The TCEB backed this goal with exclusive campaigns tailored to French preferences. These initiatives highlighted “refined experiences”, nature and premium services as core selling points for the market.
Your view
The initiative also raised broader questions for the island’s future. Observers asked whether a stronger Paris–Phuket connection would truly bring better-quality guests and more predictable revenues, or mainly intensify pressure on local infrastructure and prices.
Debate also focused on current experiences with MICE travel to Phuket. Opinions differed on what would need to change so that congresses and incentive trips deliver lasting benefits to the island and its residents.