Thailand Strengthens Appeal to Chinese Divers with ‘Beauty Diving’ Initiative in Phuket
The Tourism Authority of Thailand (TAT) has unveiled the “Beauty Diving” initiative in Phuket, highlighting Thailand’s rich marine tourism experiences to the fast-growing Chinese diving market.
Held from 4–6 September 2025, the programme was jointly organised by the TAT Guangzhou Office, Scuba Schools International (SSI), and the Guangzhou Diving Association. It showcased diving in Thailand’s Andaman Sea—celebrated for pristine waters, vibrant marine life, and conservation efforts. Over 150 Chinese divers took part in activities including scuba diving, free diving, mermaid diving, and a CSR project focused on ocean preservation.
The event began with the “Amazing Thailand Beauty Diving Welcome Reception” at Dusit Thani Laguna Beach Resort. The evening offered a mermaid-themed photo booth for social media engagement, an eco-workshop turning marine debris into creative items, cultural performances, and souvenirs, all designed to encourage divers to revisit Thailand.
Mr. Boonrapee Damrongrat, TAT’s Director of the East Asia Market Division, noted:
“China’s diving community presents a major opportunity for Thailand to reinforce its standing as a world-class dive hub. By connecting exceptional dive sites with cultural and leisure attractions, we can attract quality travellers who support sustainable tourism and bring long-term benefits to local communities.”
China has rapidly become one of the world’s fastest-expanding diving markets. While global diving certifications rose 5% in 2018, certifications in China surged 40%, eight times the global rate. Chinese divers typically combine diving with extended travel, staying 8–10 days and spending well above average visitors. Mermaid diving, blending freediving, yoga, and swimming, is especially popular, particularly among photographers, influencers, and affluent travellers—half of whom spend over US$1,200 on related experiences.
The Beauty Diving initiative reflects Thailand’s dedication to sustainable marine tourism while promoting its world-renowned dive sites in both the Andaman Sea and the Gulf of Thailand. By spotlighting these natural assets, Thailand continues to strengthen its reputation as a leading international destination for divers.
