Published on
November 10, 2025
Phuket is preparing for an upbeat high season, despite facing a decline in foreign arrivals, particularly from China. While the island has seen fewer international tourists this year, the local restaurant industry remains hopeful, with preparations underway for a promising tourism period driven by domestic visitors and government support.
According to the Tourism and Sports Ministry, Thailand recorded 26.7 million foreign arrivals from January to October, marking a 7.23% drop compared to the previous year. The reduction in visitors from key markets like China, which fell by 33.9%, has been particularly noticeable in Phuket. Southeast Asia and Northeast Asia markets also saw declines, with Malaysia and other neighbouring countries showing lower numbers. However, visitors from Europe, the Americas, the Middle East, and Africa have increased, signalling a shift in the origins of inbound tourism.
Despite the decline in Chinese visitors, the optimism within Phuket’s restaurant industry persists. Areas such as Patong and the city centre have been less busy than in previous years, but local businesses are confident that the upcoming high season will bring an influx of tourists, particularly domestic travellers and Thai workers who traditionally come to Phuket during peak months.
Preparing for the High Season
Phuket’s high season typically kicks off in November, but this year it’s expected to start a little later than usual. The restaurant sector has noticed that demand for essential ingredients like seafood has not yet increased, which usually signifies the arrival of the high season. Despite this, local businesses remain optimistic that this trend will change as more tourists begin to arrive, particularly once international flights increase.
Though the delay in the usual surge in demand is noticeable, there is hope that the high season may extend into the spring months. Some business owners anticipate that the season could last longer than usual, possibly stretching into April or May, offering more opportunities for recovery.
“While the start of the high season might be delayed, we’re optimistic it will pick up,” a local restaurant owner shared. The extended high season would give local businesses extra time to benefit from the increased visitor numbers.
Government Support and Growing Domestic Tourism
One of the key factors in Phuket’s resilience is the government’s “Khon La Khrueng Plus” co-payment scheme, which has provided critical support to local restaurants. The scheme encourages Thai citizens to dine out at local restaurants, helping to maintain steady business during quieter times. This initiative is particularly important as it helps offset the decline in foreign visitors, ensuring that local establishments remain busy with domestic patrons.
In addition to the co-payment scheme, the influx of Thai workers during the high season further supports the economy. These workers, who often flock to the island during peak months, contribute to the demand for food, entertainment, and services. The local economy is expected to see a boost not just from international tourism, but also from the domestic sector.
A Shift in Phuket’s Tourism Landscape
Phuket’s restaurant sector is adapting to a changing tourism landscape. While fewer international visitors may be expected this year, the growing number of domestic tourists is providing new opportunities. The shift towards catering more to local diners, while also maintaining offerings for international guests, has become a key focus for many restaurants.
The increase in domestic tourism has had a positive impact on local establishments. Many restaurants are now focusing on offering more accessible and locally inspired dishes that appeal to Thai diners, while still retaining their international appeal for foreign visitors. This strategic adaptation positions Phuket’s restaurant industry to thrive during the high season, despite changes in visitor demographics.
Looking Ahead: Optimism for a Successful High Season
Even though foreign arrivals, especially from China, have declined, there is still confidence that Phuket’s restaurant sector will experience a successful high season. With the support of government initiatives, a growing domestic tourism base, and the possibility of an extended high season, Phuket’s hospitality industry is well-positioned for recovery.
As Phuket continues to evolve and adapt to changing tourism patterns, the resilience of the restaurant sector remains a key asset. Local businesses are not only focused on weathering the current challenges but are also looking forward to the long-term benefits of these adjustments. With strong local support and a renewed focus on quality dining experiences, Phuket is set to maintain its status as one of the top destinations for both domestic and international visitors.
Conclusion
Although Phuket has faced a decline in foreign tourist numbers, particularly from China, the restaurant sector is optimistic about the upcoming high season. The combination of domestic tourism growth, government support, and the potential for a longer-than-usual high season provides a promising outlook for the island’s economy. As the season progresses, Phuket’s tourism and hospitality industries are ready to recover and thrive, offering both locals and visitors a welcoming atmosphere for the months ahead.
