Held from Oct 15-17 at the Marina Bay Sands Expo & Convention Centre in Singapore, the event brought together more than 18,000 participants from across the global tourism industry, including over 1,500 hosted buyers and more than 60,000 business appointments – a 7% increase from last year.
The Phuket Tourist Association, supported by the Phuket Provincial Administrative Organisation (PPAO), led the island’s participation under the theme ‘Sea, Sand, Sun’, promoting Phuket’s natural beauty, cultural heritage and growing reputation for sustainable tourism.
A delegation of 16 tourism operators from Phuket joined the event to meet and negotiate with international partners, reinforcing Phuket’s position as one of Asia’s must-visit destinations.
The Phuket booth was led by Supattra Jaruariyanon, Vice President of Sustainable Tourism Development and Treasurer of the Phuket Tourist Association, who welcomed several key visitors, including Kittipong Praphatthong, Deputy Governor for Digital Research and Development of the Tourism Authority of Thailand (TAT); and Yatika Kaewborisut, Director of the TAT Singapore Office. Representatives from the Royal Thai Embassy in Singapore and executives from Chonburi Province also joined the visit.
Phuket also used the opportunity to promote two major upcoming international events: the Thailand Biennale Phuket 2025, set for November 2025 to March 2026, and the Global Sustainable Tourism Council Conference (GSTC 2026), which Phuket will host from April 21-24, 2026.
Participation in ITB Asia 2025 forms part of the province’s broader vision to establish ‘Phuket as a Sustainable Tourism City’, highlighting local collaboration between the public and private sectors, the Phuket Tourist Association said in its report of the event.
“With our strong partnerships and clear sustainability goals, Phuket continues to shine not only as the ‘Pearl of the Andaman’ but as a global model for responsible and resilient tourism,” the association stated.