Airlines Open New Routes to Phuket as High Tide Drives Rainy-Season Tourism

Amid positive signals for the regional aviation industry, foreign carriers have partnered with Thai airports to open new routes to Phuket, tapping demand from the Middle East and Vietnam and helping fill the tourism off-season. According to an announcement from the Airports of Thailand (AOT), it has worked with Vietnam Airlines and flydubai to launch direct flights to Phuket and Bangkok, providing travelers with more options and stimulating tourism-related economic activity.

For Phuket, direct flights from Vietnam and the Middle East present a major opportunity for the entertainment and related business sectors — not only hotels and restaurants but also cultural events such as concerts, fashion shows, food festivals, and experiential activities that are often staged in the low season to attract visitors seeking experience-based packages. New routes will broaden the international audiences for local entertainment content, bringing revenue and cultural exchange.

Local entertainment operators see opportunities to tailor offerings for visitors from Vietnam and Middle Eastern countries, for example by programming Southeast Asian artists, running cultural workshops, and presenting entertainment venues that respect the cultural sensitivities of Middle Eastern tourists. This will also help distribute income into communities by hiring local artists and OTOP (One Tambon One Product) vendors.

Outdoor stadium and event venue operators must upgrade infrastructure to support growth in seating, sound systems, safety management, and multilingual communications so shows and activities meet international visitors’ expectations. Emphasis should be placed on creating experiences that do not rely solely on translation — for instance, visually driven performances and music, and using AR/VR technology to enhance presentation capabilities.

Tangible economic impacts include higher hotel occupancy in the low season and expanded revenues for entertainment and ancillary services such as airport transfers, restaurants, and local tours — especially if airlines schedule flights to align with event and concert timetables. Direct flights from the Middle East also facilitate promotion of Phuket to a new, high-spending market, potentially leading to premium events like food festivals, luxury car shows, or lifestyle showcases.

The new routes are also important for sustainable tourism in the province because they help spread visitor numbers across the year instead of relying on a few peak months. However, Phuket must still manage environmental issues, traffic, and resource governance to ensure growth in entertainment and tourism does not harm residents’ quality of life. Civil society and businesses propose joint planning for events that use resources efficiently and deliver benefits back to communities.

Overall, the AOT partnership with airlines such as Vietnam Airlines and flydubai opens opportunities for Phuket to expand its entertainment tourism market and offer new experiences to visitors. The next priorities are planning to accommodate growth in infrastructure, staff training, and development of sustainable entertainment activities that will benefit the local economy and enhance Phuket’s international reputation.