PHUKET, THAILAND – Phuket reached near pre-pandemic levels in 2025 as Russian arrivals pushed hotel occupancy and prices to record heights.
Record arrivals between January and October 2025
Between January and October 2025, a total of 4.16 million international tourists arrived directly in Phuket province, reaching 97.5% of 2019 levels. The Tourism Authority of Thailand’s data showed 832,976 Russian visitors, nearly double the arrivals from India (488,387) and China (476,743) during the same period.
“Phuket holds firm on both pricing and occupancy compared with national averages.”
said Suksit Suvunditkul, Vice President, Thai Hotels Association.
Hotel occupancy and pricing surge
In October 2025, Phuket’s average hotel occupancy reached 75%, surpassing 71% recorded a year earlier. The average room price surged from 2,681 baht to 3,049 baht (about €76).
“For November and December, we expect 77% occupancy,”
said Suksit Suvunditkul, Vice President, Thai Hotels Association.
He added that due to the high season, room prices could rise by another 50% before year-end.
Phuket outpaces national trends
While Phuket recorded sharp growth, Thailand nationally saw weaker results. Up to 10 November, there were 27.6 million total arrivals, representing a 7.14% decline from last year. Nationwide tourism revenue reached 1.27 trillion baht, down 4.5% year-on-year. Malaysia was Thailand’s largest foreign market with 3.9 million arrivals.
“Hotels in the south and east are attracting more long-haul bookings.”
said Thienprasit Chaiyapatranun, President, Thai Hotels Association.
Chinese market lags behind
Industry data showed 74% of hotels reported a decline in Chinese guests. Another 45% saw fewer short-haul visitors, while only 37% experienced dips from long-haul markets. In contrast, the European market rose by 12%, though the Asia-Pacific region recorded a 13.8% contraction within the same timeframe.
Positive outlook for early 2026
Phuket’s hotel sentiment index predicted 67% occupancy for the current month.
“The high-season boom could lead to stable or slightly lower prices by early 2026, although any decreases will be less severe than during low season.”
said Suksit Suvunditkul, Vice President, Thai Hotels Association.
Analysts noted that this could be Phuket’s most profitable season in years, as the island sustains rising demand and price stability across its tourism sector.
Key figures:
– 4.16 million international arrivals (Jan–Oct 2025)
– 832,976 from Russia (top market)
– 75% average occupancy in October 2025
– 3,049 baht average room rate
– 1.27 trillion baht national tourism revenue
– 27.6 million total arrivals nationwide
– 12% European market growth
– 74% report fewer Chinese guests
Phuket’s hospitality sector remained one of Thailand’s few regions exceeding national benchmarks for both occupancy and profitability in 2025.