The ‘Phuket Roadshow to Japan 2026’, held from June 22-26, saw representatives from the Phuket Provincial Administrative Organisation (PPAO), the Phuket Tourist Association (PTA) and local tourism businesses visit Sapporo, Osaka and Tokyo to promote the island as a premier destination for Japanese travellers.
The delegation was led by PPAO Deputy Chief Executive Anupap Vejvanichsanong.
According to the PTA, the roadshow was organised to strengthen confidence in Phuket among Japanese travel businesses while creating new commercial opportunities and rebuilding long-term partnerships in one of the island’s historically important international markets.
Japan was once among Phuket’s leading overseas visitor markets, supported by regular direct flights between Japan and Phuket. Although scheduled direct services ended more than 15 years ago, Thailand remains a popular destination for Japanese travellers, most of whom now visit Bangkok and surrounding areas.
The PTA said the roadshow aimed to reposition Phuket by highlighting the island’s significant tourism development over the past decade, including new luxury hotels and resorts, wellness experiences, marine tourism, sporting events, cultural attractions and a wider range of lifestyle experiences.
The delegation also promoted Phuket’s status as a UNESCO Creative City of Gastronomy, showcasing the island’s culinary heritage as one of its key tourism strengths.
The programme received support from the Tourism Authority of Thailand (TAT), with the TAT offices in Tokyo and Osaka providing market intelligence, travel trends and consumer insights to help Phuket tourism operators better understand the evolving Japanese market.
Organised in a table-top sales meeting format, the roadshow enabled Phuket businesses to meet directly with Japanese travel agencies, tour operators, airline representatives, wholesalers and other tourism stakeholders.
The programme opened in Sapporo on June 22 before moving to Osaka on June 24 and concluding in Tokyo on June 26.
Across the three cities, participants took part in destination presentations, tourism product updates, business matching sessions and networking events.
According to organisers, the roadshow generated a total of 675 one-on-one business appointments between Phuket tourism operators and Japanese travel trade partners, reflecting strong interest in the destination and creating opportunities for future cooperation.
The PTA described the initiative as more than a sales mission, saying it marked the renewal of tourism ties between Phuket and Japan and would help lay the foundation for sustainable growth in the Japanese market, bringing long-term benefits to Phuket’s tourism industry, local businesses and the wider community.