New Phuket Tourism Chief Calls for Balanced Promotion of the Island

The newly elected president of the Phuket Tourist Association has called on the Thai government to place greater emphasis on promoting the island’s positive image, while continuing to enforce the law without drawing excessive attention to every enforcement operation.

Sarayut Mallam, who was elected president on July 22, said authorities should maintain efforts against illegal activities such as nominee businesses, unlicensed tour guides, illegal taxi services and unlawful beach encroachment. However, he believes that publicising every raid and crackdown can unnecessarily damage Phuket’s reputation as a tourist destination.

Having served on the association’s executive committee for 34 years, Sarayut said he has witnessed Phuket overcome numerous challenges, including the 2004 Indian Ocean tsunami, the COVID-19 pandemic, and various international crises. Those experiences, he said, have given him a deep understanding of the tourism sector and its resilience.

As the association’s new leader, Sarayut said his immediate objective is to strengthen cooperation between the tourism industry and government agencies while rebuilding confidence among visitors and investors.

He argued that many of the issues currently attracting media attention in Phuket—including illegal businesses and tourism-related offences—also exist in destinations such as Pattaya, Hua Hin, Koh Samui, and Bangkok. Nevertheless, he believes Phuket receives a disproportionate share of negative publicity.

According to Sarayut, he has already raised the issue during meetings of the Ministry of Tourism and Sports’ public-private consultative committee, encouraging the government to highlight the island’s strengths instead of focusing primarily on its problems.

He also suggested that certain laws should be reviewed to better reflect the interests of local communities. While fully supporting action against businesses operating illegally, he said constant publicity surrounding enforcement operations has affected public perception of Phuket.

Sarayut revealed that Tourism and Sports Minister Sorawong Thienthong is expected to visit Phuket in August to discuss strategies for improving the island’s image and promoting its positive qualities.

Looking ahead, the association plans to continue marketing Phuket while working with both government and private-sector partners to improve infrastructure, ease traffic congestion, and attract higher-value tourists.

His remarks come as Phuket has recently received widespread media attention over a number of incidents, including a case in which a foreign man allegedly assaulted a Thai woman on Bangla Road after accusing her of stealing his Thai girlfriend’s bag.