The Phuket Tourist Association, supported by the Phuket Provincial Administrative Organisation (PPAO), earlier this month led the ‘Phuket Roadshow to China 2026’, targeting three major economic hubs ‒ Shenzhen, Shanghai and Chengdu ‒ in a coordinated push to stimulate Chinese travel to Phuket.
The campaign opened on Mar 9 in Shenzhen, where more than 35 Phuket-based tourism operators ‒ including hotels, entertainment venues and water parks ‒ met with over 70 Chinese travel agents for business negotiations. The delegation was led by Phuket Tourist Association Vice President for Strategy and Planning Rangsimant Kingkaew, alongside PPAO officials including Deputy Permanent Secretary Sunthorn Tabthap.
Officials from the Tourism Authority of Thailand (TAT) also joined the event, with Deputy Director-General Pongphasin Duangket noting that China remains a key market for Phuket. He highlighted a shift in demand among Chinese travellers towards higher-quality experiences, including premium accommodation, cultural immersion and lifestyle-focused tourism.
Mr Rangsimant said Phuket is positioning itself beyond its well-known beaches by offering more meaningful travel experiences. He pointed to the island’s recognition by UNESCO as a City of Gastronomy and ongoing efforts to develop Smart City systems to improve safety and convenience under a ‘Safety & Trust’ concept.
The roadshow continued on Mar 10 in Shanghai, where Phuket operators joined the Amazing Thailand Mega Trade Meet in China 2026 at the Jing An Shangri-La Hotel. The event brought together more than 120 Thai tourism businesses from destinations including Bangkok, Phuket, Chiang Mai, Pattaya and Krabi, engaging with over 420 Chinese operators in business-matching sessions.
TAT Governor Thapanee Kiattipaiboon said the agency is pursuing proactive marketing strategies to strengthen Thailand’s competitiveness in key segments, particularly the Chinese market. She said the initiative aims to boost cooperation and drive more Chinese arrivals through targeted promotion and direct engagement with industry partners.
Activities at the Shanghai event included business matching sessions, product presentations and networking opportunities designed to promote Thai tourism offerings more effectively. A cultural showcase, ‘Amazing Thai Night Zhong Tai Yi Jia Qin’, featured performances symbolising close ties between the two countries under the theme ‘China-Thailand: One Family’. Highlights included a traditional Khon performance from Thailand alongside a classic Peking Opera production by the Shanghai Jingju Theatre Company.
The roadshow concluded on Mar 12 in Chengdu, where Thai Consul-General Seknop Thaisong welcomed the delegation and noted continued interest among Chengdu residents in visiting Phuket. He cited the island’s readiness in terms of accommodation, activities and diverse attractions as key factors supporting demand.
Mr Sunthorn said the initiative represents an important step in strengthening tourism cooperation and building long-term connections between Phuket and major Chinese cities. He added that the roadshow is expected to help restore confidence and encourage more Chinese tourists to return to the island.
More than 120 buyers attended the Chengdu event, marking a strong level of engagement from the Chinese travel trade.
Organisers said the four-day campaign underscores Phuket’s ambition to reinforce its status as a world-class destination, offering high standards, safety and a diverse range of travel experiences tailored to evolving visitor expectations.