TAT Phuket reported that the overall tourism situation during the New Year festival of 2026 was “recovering and growing”, driven by an increase in tourist numbers, a packed calendar of events and festivals, and an expansion of direct flights from long-haul markets between October and December 2025.
The growth was most evident among visitors from Europe and North America, particularly Germany, the United Kingdom and the United States. Officials also credited the Thailand Biennale Phuket 2025 with enhancing the visitor experience and boosting per-capita tourist spending.
Between Dec 31, 2025 and Jan 4, 2026, Phuket recorded an average hotel occupancy rate of 80.76% across 1,883 registered hotels. The average length of stay during the period was 4.01 days, TAT Phuket reported.
Thai nationals accounted for about 30% of visitors, averaging 100,171 visits, while foreign tourists made up the remaining 70%, or an average of 225,515 visits. In total, 325,686 visitors travelled to Phuket during the New Year festival period, generating at least B1,143.15 million in tourism revenue, TAT Phuket said.
HOLIDAY SURGE
In parallel with the tourism rebound, Phuket International Airport stepped up preparations to handle a sharp increase in passenger traffic over the New Year holidays.
Ahead of the break, Phuket International Airport General Manager Monchai Tanode, together with Deputy Director for Operations and Maintenance Tuanchai Tansuriyawong, Acting Deputy Director for Business Support Uthai Siri, airport management and representatives from relevant agencies, conducted inspections of services, facilities and security measures at the airport.
Mr Monchai said the airport had integrated cooperation with both government and private sector partners to ensure passenger processing remained fast, smooth and efficient throughout the peak period.
Measures included increasing the availability of baggage carts, stepping up the frequency of restroom cleaning, and deploying additional staff to assist and advise passengers in terminal areas.
Heavy passenger volumes were expected from Dec 26 to Jan 5 as people travelled home for the holidays and visited Phuket and other Andaman provinces.
During the period, Phuket International Airport anticipated handling approximately 674,481 passengers across about 4,064 flights.