The ‘Phuket Roadshow to Asia Pacific 2025’, held from Sept 24-26, was organised by the Phuket Tourist Association (PTA) in collaboration with the Tourism Authority of Thailand (TAT) offices in Kuala Lumpur and Hong Kong, with support from the Phuket Provincial Administrative Organisation (PAO).
Led by PTA President Thaneth Tantipiriyakij, a delegation of more than 20 Phuket tourism operators – including hotels, resorts, tour operators and community-based tourism groups – joined the mission, which featured B2B ‘table-top sales’ with local partners.
The first event was held at Berjaya Times Square Hotel in Kuala Lumpur on Sept 24. Thai Ambassador to Malaysia Lada Phumas presided over the ceremony, underlining the cultural links between Phuket and Malaysia and noting future plans to expand direct flights and cruise routes.
TAT Kuala Lumpur Director Sirintra Surakanit highlighted Malaysian travellers’ preference for short holidays, beach relaxation, spas, seafood and community-based tourism, noting that value and convenience keep Phuket high on their list of preferred destinations.
PTA Vice President Thanawat Ongcharoen presented an update on Phuket’s tourism outlook, pointing to the island’s diverse activities and its role as host of upcoming global events such as the Thailand Biennial Phuket 2025, the GSTC 2026 Conference, and the annual Phuket Vegetarian Festival.
Malaysia remains a key year-round market for Phuket, with daily direct flights operated by Malaysia Airlines, AirAsia and Batik Air Malaysia. The flight takes just 1 hour and 20 minutes.
The roadshow continued in Hong Kong on September 26 at the New World Millennium Hong Kong Hotel, where Consul-General Chaturon Chaiyakham opened the event and stressed the importance of building stronger tourism business networks.
TAT Hong Kong Director Prommon Chansri welcomed over 40 Hong Kong-based business operators, while PTA President Thaneth thanked participants and underscored Phuket’s appeal for all travellers, with year-round opportunities to enjoy both beaches and southern Thai culture.
Hong Kong has long been a strong source market for Phuket, with direct flights from Cathay Pacific and HK Express taking around 3 hours and 30 minutes.
The Phuket Roadshow to Asia Pacific 2025 highlighted the island’s readiness to serve as a premier global destination, with a focus on sustainable growth, product updates and closer cooperation between public and private sector partners, the PTA said in its report of the roadshow.