Photo Credit: AOT
Phuket’s tourism industry received a substantial boost with the arrival of Air France’s inaugural Paris-Phuket flight on Friday, November 28. This new route is part of the Tourism Authority of Thailand’s (TAT) Airline Focus initiative aimed at expanding long-haul connections and attracting more affluent European visitors.
Flight AF156, operating with a Boeing 777-200 carrying up to 328 passengers, landed at Phuket International Airport at 9:25 a.m., where Thai and French officials alongside tourism partners held a welcoming ceremony.
Participants included French Ambassador Jean-Claude Poimboeuf, TAT Europe Regional Director Suladda Sarutilawan, Phuket Airport Director Monchai Tanode, Air France Southeast Asia & Oceania General Manager Femke Kroese, and TAT Phuket Office Director Siriwan Siharat.
Ms. Suladda highlighted that this new service bolsters TAT’s strategy of expanding airline collaborations to grow Thailand’s long-haul tourism, especially from France, which consistently ranks among the top European markets in revenue contribution.
“The Paris-Phuket route enhances our goal of attracting high-value, quality tourists,” she explained. “Phuket’s luxury offerings—ranging from wellness retreats and spas to yachting and world-class marine attractions—are highly appealing to French travelers. This direct flight will not only increase visitor numbers but also reinforce Thailand’s reputation for sustainable, high-standard tourism.”
TAT reports that French tourists are among the most valuable long-haul visitors. Between January 1 and November 23, Thailand experienced 710,968 arrivals from France, a 13.8% increase year-over-year. Most were first-time, independent travelers with an average spending of B58,611 per trip and stays averaging 17.22 days. Popular destinations included Bangkok, Phuket, Krabi, and Surat Thani. TAT projects that French arrivals will reach 846,000 by the end of 2025.
Ms. Kroese described the new Phuket route as “a significant step” toward enhancing connectivity for French tourists seeking direct access to southern Thailand.
“Phuket is Air France’s second Thai destination on our winter schedule,” she said. “We are dedicated to providing safe, convenient travel and a memorable experience throughout the journey. With three weekly flights, we expect this route to create more travel opportunities and enable visitors to explore Phuket’s natural beauty and cultural wealth.”
Air France currently operates two daily year-round flights between Paris and Bangkok. The new Paris-Phuket service will run three times a week until late March 2026, departing Paris on Mondays, Thursdays, and Saturdays, with return flights from Phuket on Tuesdays, Fridays, and Sundays.
To mark the launch, TAT partnered with Air France on the ‘Air France Digital Campaign Inspirational Gold Package,’ leveraging the airline’s digital platforms to promote Thai destinations and increase brand visibility in the French market.
TAT believes the enhanced connectivity will position Phuket as a premium destination for long-haul travelers, supporting the region’s strategy to attract luxury tourism and high-spending visitors focused on sustainable tourism experiences.