Let’s be honest — the past few months have been the most difficult period the Phuket tourism industry has seen in years. This isn’t just a low season dip — it’s a full market-wide slowdown that has impacted even the most luxurious, well-managed properties.
At Inter Property Phuket, we believe in clarity. This blog is not a marketing spin — it’s a frank look at what’s happening, what it means for you as a property owner, and why we’re confident in what comes next.
Key Factors Impacting Bookings
Why Revenue Is Down
If your income is down in 2025, you’re not alone — and it’s not a reflection of your property’s quality. Even our top-performing villas have seen a slowdown, driven by a mix of global events and shifting traveller behaviour.
Here’s a clear breakdown of what’s happening:
Fewer Arrivals
Tourism is down across Phuket, especially from China and long-haul markets—leading to fewer bookings and lower income.
Shorter Stays
Guests are booking later, staying fewer nights, and cancelling more—creating unstable income for owners.
Price Pressure
Heavy competition, especially from condos and new listings, is forcing many hosts to lower rates to stay competitive.
Last-Minute Cancellations
Safety concerns and viral headlines have caused abrupt cancellations, with little time to rebook or recover lost income.
Currency
Fluctuations
A stronger Thai Baht makes travel to Thailand more expensive, especially for budget-conscious guests.
Cautious
Luxury Spend
Even wealthy travellers are delaying high-end trips due to uncertainty, hitting premium bookings the hardest.
🚨What’s Really Scaring Tourists Away in 2025
Multiple global and regional events—not poor service or bad listings—have eroded travel momentum across Thailand. Here are the main events behind the slowdown:
Bomb Scares in Phuket and Krabi
In June, explosive devices were discovered at Laem Phromthep, Phuket Airport, and Patong Beach. While authorities acted fast and removed the threats, headlines spread quickly. Even though no one was harmed, travel forums and international news amplified the fear.
🔗 Read more The Phuket News
🔗 Read more Thai PBS World
Collapse in Chinese Tourism
Chinese travellers—once the top segment—have stayed away due to safety concerns and media fallout from the high-profile kidnapping of actor Wang Xing. This event, and continued caution, slashed arrivals by up to 20%, especially among group tours.
🔗 Read more South China Morning Post
🔗 Read more Bangkok Post
Global Instability
Rising tensions in the Middle East, the war in Iran, and unease in Southeast Asia (e.g., Cambodian border) have caused outbound travellers from the U.S., Europe, and Australia to delay or avoid Southeast Asia altogether.
🔗 Read more Reuters
COVID-19 Resurgence
While no lockdowns are in place, Thailand’s surge in antiviral production and media coverage around new cases has reawakened fears among older or higher-spending tourists.
🔗 Read more Straits Times
🔗 Read more Bangkok Post
Confusion Over Laws and Local News
From arrests over playing cards to elephant accidents, local news has painted Thailand as legally unpredictable. It’s not the reality—but it’s the perception that matters.
🔗 Read more Nation Thailand
Our Immediate Action Plan
How Inter Property is Supporting Owners
While the broader tourism landscape faces challenges, Inter Property Phuket is taking immediate, proactive steps to protect owner revenue and maintain guest confidence. Here’s how we’re responding:
Promote Safety
Sharing real-time updates on screenings and patrols to build guest confidence in Phuket’s security.
Highlight Wellness
Emphasising villa privacy, hygiene, and perks like chefs, wellness kits, and contactless check-in.
Target Key Markets
Running focused campaigns in Europe, GCC, and Australia where demand for luxury stays is rebounding.
Build Trust Through Messaging
Creating clear content that highlights Phuket’s safety, enhanced villa screening, and VIP-level guest care.
Create
Smart Bundles
Offering flexible terms, loyalty credits, and upgrade incentives to drive conversions and retention.
Optimise Listings & Visibility
Refreshing visuals, updating headlines, and boosting listings across platforms to stay competitive.
Long-Term Strengths in a Changing Market
Phuket’s Future Remains Strong
Despite a difficult start to 2025, Phuket’s long-term outlook is full of promise. With smart government action, a shift toward premium tourism, and renewed interest from key international markets, the recovery is already taking shape—especially for villa owners offering the kind of private, secure stays that travellers now prefer.
✅ Fast Government Action Restored Trust
Thai authorities responded swiftly to the recent bomb threats in Phuket and Krabi. Devices were found, neutralised, and zones secured within hours. Increased patrols and tightened screening protocols were introduced immediately to protect both tourists and locals.
These actions were clearly communicated abroad, sending a strong message of control and transparency. That kind of professional crisis management helps calm fears and restore traveller confidence—both essential to recovery.
✅ Thailand Is Now Targeting Quality Over Quantity
In 2025, the Tourism Authority of Thailand (TAT) shifted its focus from high-volume tourism to attracting premium travellers. Their campaigns now target eco-conscious, cultural, and long-stay visitors who value comfort, privacy, and meaningful experiences.
These are the types of guests who are drawn to villa stays. They spend more, stay longer, and are less influenced by short-term news or online panic—making them the ideal audience for Inter Property’s high-end offerings.
✅ Bookings Are Returning—Slowly but Surely
Even with the current slowdown, future demand is building. The Thai Hotels Association reports 20–30% forward bookings for Q4, mainly from European markets. That’s a strong signal that travellers are regaining trust in Phuket.
Meanwhile, the government’s “Be My Guest” campaign has brought influencers, embassy officials, and press to experience Phuket firsthand. These visits are turning into social proof, rebuilding momentum in key outbound markets.
✅ Infrastructure and Guest Experience Are Getting Better
Thailand is improving its tourism systems with digital arrival cards, faster immigration, and better data handling. These upgrades make travel smoother—and more appealing for cautious international visitors.
Locally, Phuket continues to stand out with private villas, self-check-in, strict hygiene standards, and tailored services like chefs and airport pickups. These features are now considered essentials by high-end travellers, not extras.
✅ New Markets Are Driving the Rebound
While China’s recovery is slow, other markets are stepping up. Visitors from Australia, Singapore, GCC nations, and Western Europe are showing renewed interest in Thailand—especially in luxury, private stays.
These travellers are typically less sensitive to uncertainty and more likely to book longer, higher-value trips. For villas that are marketed well and focused on guest assurance, this shift creates real opportunity.
🙏 A Final Note to Our Owners
We know this hasn’t been the year anyone expected. Your trust, patience, and investment mean everything — and we’re doing everything in our power to protect them.
We’re not here to sugar-coat it: 2025 has been hard. But we’ve come through worse before. And this time, we’re better equipped than ever — with smarter tools, stronger listings, and a resilient brand.
📈 The market will rebound. The signs are already here. And when it does, we’ll be positioned to lead that recovery.
📞 Need a performance review, pricing strategy update, or just a conversation about what’s next? We’re here for you.
Together, we’ll get through this — and come out stronger.
Warm regards,
The Inter Property Phuket Team
