A public-data dashboard built to answer one question: is a business underperforming because Phuket demand is weakening, because the visitor mix is changing, or because the business is failing to capture available demand?
Phuket recorded 14.12 million visitor trips in 2025, a fall of 2.68% on 2024. Taken alone, that reads as a mild soft patch. It is not what happened underneath.
Foreign visitor trips fell 5.38%. Thai visitor trips rose 6.01%. A business drawing most of its custom from overseas faced roughly twice the pressure the headline implies, while a domestically exposed operator experienced growth. Benchmarking either against the aggregate would have given the wrong answer.
Direct foreign entries through Phuket Airport rose 1.96% across 2025, which on its own suggests a steady year. The composition tells a different story. China fell by 427,903 direct entries. India gained 177,653, Russia 83,867 and South Korea 41,722. The top five markets fell from 56.2% to 52.9% of direct entries, a modest broadening of the base.
An operator whose language capability, channel mix, pricing and campaign spend were built around the 2024 market entered 2025 pointed at demand that had moved.
Through January to July 2026, direct foreign entries fell 1.41% against the same months of 2025. China rose by 33,046 and India by 30,147. Russia fell by 37,475, Saudi Arabia by 13,670 and Iran by 13,397.
China's direction reversed inside twelve months. Allocation set from last year's rankings would have been wrong twice over.
Partial-year figures are compared to the same months of the prior year, never to a full calendar year. Full-year and partial-year measures are held in separate views.
Two official sources, each held in its own fact table because they measure different populations: Ministry of Tourism and Sports monthly provincial visitor trips, and Phuket Airport Immigration monthly direct international entries by nationality.
The output is a three-page interactive dashboard: demand overview, 2025 market shifts, and like-for-like 2026 year-to-date movement.
| The data supports | The data does not establish |
|---|---|
| Direction and scale of Phuket visitor demand by segment | Unique travellers, customer value or profitability |
| Which direct-entry source markets grew, shrank or shifted | Total visitors to Phuket, since indirect arrivals are excluded |
| Whether a modest aggregate result conceals larger mix change | Why any market moved, or what any business should charge |
| A benchmark to test a client's own bookings against | Causality between market movement and business performance |
Preliminary and revised public values may change after publication. Where they do, prior releases are retained rather than replaced.
The public layer is a screening and diagnosis tool. It becomes considerably more useful placed next to a business's own numbers.
ASA can turn the situation into a structured commercial review before you commit time, capital or reputation.