Phuket has stepped up its international appeal as a tourism destination by staging “Phuket Roadshow to Paris 2026” on Feb 26 at Pavillon Wagram in central Paris.

The function, led by the Phuket Tourist Association and provincial governor Nirun Phongsithithavorn, was aimed at strengthening Phuket’s image as a world-class destination and positioning the province as a Meetings, Incentive Travel, Conventions and Exhibitions (MICE) hub for high-quality European travellers.

The Ambassador-Designate of Thailand to France, Nikorndej Balankura, also joined the event.

The roadshow featured collaboration between Phuket officials, the Phuket Provincial Administration Organisation, the Tourist Association, the Thailand Convention and Exhibition Bureau (TCEB) and the Tourism Authority of Thailand (TAT). More than 50 leading European travel companies attended business negotiations held as part of the event.

A key highlight was discussions with Air France to expand direct flights between Paris and Phuket, which officials described as a potential “game changer” that would boost convenience for high-spending tourists and business travellers. The connection could also bolster visitor numbers during Phuket’s low season.

Mr Nirun elaborated that Phuket is focusing not only on arrivals but on quality and length of stay. TCEB supported the objective by offering exclusive campaigns tailored to French preferences for refined experiences, pristine nature and premium services.