Phuket Tourism Returns to Japan with First Roadshow in Over a Decade

Phuket's tourism industry has returned to the Japanese market with its first promotional roadshow in more than a decade, aiming to revive visitor arrivals from Japan and strengthen partnerships with travel industry professionals.

The Phuket Roadshow to Japan 2026 took place from June 22 to 26, with a delegation representing the Phuket Provincial Administrative Organization (PPAO), the Phuket Tourist Association (PTA), and local tourism businesses visiting Sapporo, Osaka, and Tokyo.

According to PR Phuket, the event marked the first tourism roadshow organized by the Phuket Tourist Association in Japan in over ten years. Officials said the initiative reflects both the importance of the Japanese market and the joint commitment of the public and private sectors to attract more high-quality visitors from Japan.

Before the pandemic, Japan was one of Phuket's most significant overseas tourism markets, supported by direct flights between the island and several Japanese cities. Today, however, Phuket has been without scheduled direct air connections to Japan for more than 15 years. While Japanese travelers continue to visit Thailand in large numbers, most choose Bangkok and nearby destinations instead of Phuket.

To address this, the delegation focused on presenting Phuket as a standalone destination rather than simply part of a broader Thailand itinerary. Japanese travel partners were introduced to the island's modern hotels and resorts, new tourism attractions, marine activities, sports tourism, wellness experiences, and culinary offerings. Organizers also highlighted Phuket's designation as a UNESCO Creative City of Gastronomy.

During the five-day roadshow, participants held approximately 675 business meetings with Japanese tour operators, travel agencies, airlines, and other industry representatives. Organizers expect the renewed business relationships to support future cooperation and gradually increase the number of Japanese visitors to Phuket.

Immigration Bureau statistics show that 22,300 Japanese nationals entered Thailand through Phuket International Airport between January and May 2026, placing Japan 18th among international source markets for the island. This represented a year-on-year decline of 4.3%.

Over the same period, Bangkok's Suvarnabhumi Airport recorded approximately 369,500 arrivals from Japan, ranking the country as its third-largest international market despite a smaller annual decline of 2.4%.