Phuket is Thailand’s largest island and a well-established tourism destination located in the Andaman Sea. The island is characterised by a mix of coastal areas, urban centres, natural
environments, and cultural assets.
The island’s picturesque beaches, vibrant nightlife, and rich cultural heritage attract millions of visitors each year, making it one of Southeast Asia’s top tourist destinations. Before the pandemic, Phuket saw consistent growth in tourist arrivals, with numbers reaching over 10 million international visitors in peak years.
Tourism, as a significant component of Phuket’s economy, has shaped its development over time. As a high-volume destination, the region faces a range of impacts in environmental management, resource use, infrastructure, and community well-being. In this context, sustainable tourism governance and the consideration of regenerative approaches are relevant to supporting balanced, long-term outcomes for residents, visitors, and the destination.
The Global Sustainable Tourism Council (GSTC) conducted a Destination Assessment of Phuket between October 2024 and September 2025. It provided a comprehensive overview of the region’s sustainable tourism practices across four key pillars of the GSTC Destination Standard: Sustainable Management, Socio-economic Sustainability, Cultural Sustainability, and Environmental Sustainability.
The goal of the assessment was to provide the destination with an overview of current good practices and risk areas, a demonstration of the practical application of the standard for stakeholder capacity-building, and a tool for internal use to improve destination policy and practices, aligning them with international best practices as well.
GSTC Chief Assurance Officer, Dr. Mihee Kang, led the assessment with Dr. Panate Manomaivibool, Assistant Professor at Burapha University, serving as co-assessor.
The assessment consisted of an extensive desktop analysis of current tourism activities and management approaches, followed by a five-day onsite visit by the assessors, during which they interviewed relevant authorities and stakeholders to verify compliance with the GSTC Destination Standard objectively. The combined findings of those efforts are provided in the final report, available here.
“Phuket is known for its beautiful landscapes and lively island culture, including its rich Sino-Portuguese history. However, the island faces challenges in managing both visitors and the environment. Many groups are working together to make Phuket a sustainable tourism destination. The process of destination assessment and its findings provide an opportunity to showcase these efforts and demonstrate that Phuket’s stakeholders are committed to sustainability. We sincerely thank everyone involved in the assessment. It is our aspiration that this endeavor will establish a benchmark for sustainable tourism practices in island regions,” says Dr. Mihee Kang.
The assessment revealed that Phuket performs relatively well in sustainable management, socio-economic sustainability, and cultural sustainability; however, it faces significant challenges in environmental sustainability that require attention.
Special Acknowledgements
The GSTC assessors appreciate the support of the following organizations and their representatives: the Sustainable Phuket Development Foundation; the Phuket Province and municipalities; various public agencies; local tourism associations; universities; individual experts; and residents.
Special thanks to the Foundation board members, Mr.Bhummikitti Ruktaengam, Ms. Angkana Tanetvisetkul, Mr. Tanawat Ongcharoen, Mr. Chanon Wongsatayanont, Dr. Pornthip Parinayok, Mr. Jak Tephabutr, and Ms. Pat Thavornwongwongse, who participated in and supported the on-site assessment. And also, Ms. Tiffany Chan, GSTC Destinations Program Manager, for her professional administrative support.
Read the full report of the Destination Assessment of Phuket, Thailand here.
More information about GSTC Destination Assessment is available here.
Statements expressed in this announcement are presented for informational purposes only and should not be taken as an endorsement or recommendation by GSTC, unless clearly stated.
