Southern springboard to growth

Southern springboard to growth Small Medium Large Thailand Special Report Southern springboard to growth Phangnga taps into surfing, beaches, weddings and fruit tourism PUBLISHED : 21 Jun 2026 at 06:26 WRITER: Achadthaya Chuenniran Small Medium Large Waves are in: Visitors try surfing in Khao Lak during the Green Season. Tourism Authority of Thailand Phangnga is transforming itself from a seasonal beach destination into a fast-growing premium tourism market, supported by strong visitor spending, niche attractions and growing investor confidence."The structure of the Green Season market has shifted, with Thai travellers helping fill rooms alongside arrivals from Australia, Europe, Britain and Italy," said Uthit Limsakul, director of the Tourism Authority of Thailand's Phangnga Office.

The changing visitor profile is helping fuel growth across the province, which was recently named the world's most welcoming destination in Booking.com's Traveller Review Awards 2026. The award reflects not only service standards but also the reputation for hospitality that has become one of Phangnga's strongest tourism assets, he said.

Tourism revenue reached 20.3 billion baht between January and April this year, doubling from the same period last year, while visitor numbers topped 1.5 million, including 927,091 foreign arrivals and 582,898 domestic travellers, according to the provincial Tourism and Sports Office.

The figures build on momentum from 2025, when tourism generated more than 50 billion baht for the local economy. Green Season growth June to September has traditionally been the quietest period of the year for tourism in Phangnga. Yet many businesses now see the Green Season as an opportunity rather than a setback.

Occupancy rates currently stand at around 40-50% across the province's estimated 15,000 hotel rooms, concentrated largely in Khao Lak, Na Tai and Koh Yao. While the Fifa World Cup has affected some overseas travel demand, domestic travellers are stepping in to help fill rooms. Mr Uthit said Australia remains the leading overseas market during the rainy season, followed by visitors from Europe, particularly the UK and Italy.

Many are long-stay travellers who remain in the province for 10 nights to two weeks and spend an average of around 13,000 baht per trip. To attract visitors during the quieter months, many hotels have reduced room rates by more than 10%, creating a more affordable alternative to peak-season prices while preserving the area's premium appeal. Mr Uthit said the changing visitor mix had helped reduce the impact of seasonality and broaden the province's tourism base.

Premium markets Tourism operators are now looking beyond traditional leisure travel and targeting high-value visitor segments. Mr Uthit said Khao Lak continues to enjoy a strong reputation among affluent Indian travellers after being named Best Wedding Destination, International Category by Travel + Leisure India, an award voted on by the magazine's readership. Tourism businesses and the Phangnga Hotel Association will hold roadshows in Mumbai and New Delhi from June 23 to 25.

The events are designed to secure bookings ahead of the high season, running from November to February, when occupancy rates are expected to climb to around 90% if international travel conditions remain favourable. He said tourism agencies are also preparing a campaign targeting expatriates living in Phuket, a nearby market viewed as having strong purchasing power and potential for weekend travel. Surf town vision If the Green Season has become an opportunity for Phangnga, nowhere is that transformation more visible than in Khao Lak's growing surfing scene.

At Memories Beach in Takua Pa district, rough monsoon seas that once deterred tourists are now attracting surfers from across Thailand and overseas. The beach has become the centrepiece of efforts to establish Khao Lak as the country's leading surf town. "Khao Lak has developed into a genuine surf village, with restaurants, bars, surf schools and facilities for visitors throughout the season," said Chatchai Somporn, president of the Phangnga Surfing Club.

Surfboard rentals start at 200 baht for a 90-minute session, with additional hours costing 100 baht. Beginner lessons for visitors are available from 1,800 baht, reduced from the standard 2,200 baht rate, while family packages are also offered. The destination attracts surfers from Scandinavia, Russia and the Philippines.

Mr Chatchai said many are first-time students, among them an 80-year-old man, reflecting the sport's growing appeal across age groups. Supporting the sector is The Board Factory, a Khao Lak-based manufacturer producing handcrafted Sunova surfboards for international markets. "Opening the factory to visitors allows tourists to connect directly with the surf culture and manufacturing heritage of Khao Lak," said Eknarin Yotiphai, manager of the company.

Rural tourism Away from the beaches, tourism growth is increasingly reaching farming