Phuket has been one of the hardest-hit destinations in Thailand, and hotels have struggled to reopen.

On the 10th of June 2020, Phuket Chamber of Commerce President Thanusak Phungdet told reporters that COVID-19 had already cost the island over THB 120 billion (USD 3.9 million) in lost income, with losses expected to reach THB 280 billion (USD 9.1 million) by the end of the year if the situation continues along the same trajectory. But despite unemployment increasing by over 34% YoY, according to local reports, island residents remain resilient.

With the good work of the Phuket Hotels Association together with branding agency QUO, there are plans now to relaunch the destination with their 'Imagine Phuket' marketing campaign in order to help Phuket get back on track to a healthy recovery.

The Imagine Phuket campaign focuses on the sights, sounds, feelings, tastes and – most importantly – emotions that Phuket evokes in fans around the world. Motivated by a desire to restore the island’s tourism industry and save jobs, the Phuket Hotels Association has kicked off the campaign revealing a fresh logo and video, designed to evoke in travelers how incredible it will feel when they can share that perfect vacation with their loved ones again.

With Phuket Airport open, and Thailand poised to reopen to international travel this summer, Imagine Phuket reminds viewers of the flavours of Thai food, the dreamlike limestone karsts of the landscape, along with the beguiling smiles and the feeling of freedom that comes with every visit to Phuket.

“Phuket is the leading resort destination in Asia and one of the most loved resort destinations anywhere in the world,” says Anthony Lark, president of the Phuket Hotels Association. “Our members have come together with QUO to create a campaign, in both English and Thai, to evoke the soul of the destination,” said Lark.

As Asia's most-visited island destination, with over 10 million arrivals last year, Phuket is among the first to embark on a significant relaunch. In the months after reopening, Phuket’s hotel industry is hoping that it will be able to attract many of Thailand’s 20 million domestic travelers.

Watch the Imagine Phuket campaign introductory video here.