Everyone knows why people love Phuket—sun, sand, food, and fun. But is that enough to keep tourists coming back?
In this episode, we dive into Phuket’s core appeal, based on a study that gathered insights from both international tourists and local tourism operators. What are the island’s biggest strengths—and what challenges are starting to surface?

Is it time for Phuket to evolve?
Can food, culture, and creative experiences play a bigger role in its long-term tourism strategy? Or will relying on natural beauty no longer be enough in an increasingly competitive travel market?

We explore what travelers really think about Phuket (hint: it’s more than just beaches—but not much more), the risks of overdependence on nature, and where Thailand’s national soft power strategy aligns—or misses the mark.