The Tourism Authority of Thailand launched the “Beauty Diving” initiative in Phuket to attract Chinese divers, promoting sustainable tourism, marine conservation, and cultural experiences, enhancing Thailand’s reputation as a top dive destination.
Key Points
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The Tourism Authority of Thailand (TAT) launched the “Beauty Diving” initiative in Phuket on September 5, 2025, targeting the Chinese diving market. The event, held September 4-6, involved TAT Guangzhou Office, Scuba Schools International, and the Guangzhou Diving Association, promoting sustainable dive tourism and marine conservation in the Andaman Sea, engaging over 150 Chinese divers.
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Activities included free diving, scuba diving, a CSR ocean conservation project, and cultural events like mermaid-themed photo booths and upcycling workshops at the Dusit Thani Laguna Beach Resort. These interactive experiences aimed to enhance social media engagement and encourage repeat visits, complemented by souvenirs and cultural performances.
- TAT Director Boonrapee Damrongrat highlighted China’s growing diving community as a key market, noting divers’ extended stays and spending habits. The initiative promotes Thailand as a premier dive destination, emphasizing sustainable tourism by blending marine conservation with rich cultural experiences.
The Tourism Authority of Thailand (TAT) launched the “Beauty Diving” initiative in Phuket on September 5, 2025, targeting the rapidly growing Chinese diving market. This strategic program was a collaborative effort between TAT’s Guangzhou Office, Scuba Schools International (SSI), and the Guangzhou Diving Association, and it ran from September 4 to 6. The initiative aimed to promote sustainable dive tourism by highlighting the ecological and aesthetic value of Thailand’s Andaman Sea, a region renowned for its marine biodiversity and conservation efforts. The event successfully engaged over 150 Chinese divers through a variety of diving activities, including free diving, scuba diving, and participation in a corporate social responsibility (CSR) project focused on ocean conservation.
To enhance the overall experience and foster cultural appreciation, the program commenced with the “Amazing Thailand Beauty Diving Welcome Reception” held at the Dusit Thani Laguna Beach Resort. This reception featured creative, experiential elements such as a mermaid-themed photo booth, upcycling workshops, and traditional cultural performances, designed to encourage social media interaction and bolster repeat visitation. Attendees also received souvenirs that reinforced the blend of leisure and cultural immersion, thus deepening their connection to Thailand beyond the diving experience.
From a market perspective, Mr. Boonrapee Damrongrat, TAT’s Director, emphasized the significant potential within China’s diving community, noting that Chinese divers tend to integrate diving with extended travel stays of 8 to 10 days, accompanied by substantial per-trip expenditures. The “Beauty Diving” initiative directly addresses this lucrative and growing segment by offering unique diving experiences such as the increasingly popular mermaid diving, while simultaneously underscoring Thailand’s commitment to sustainable tourism. By linking marine conservation efforts with culturally rich activities, Thailand aims to reinforce its status as a premier dive destination for Chinese tourists, thereby contributing to both environmental stewardship and economic growth within the tourism sector.