Thailand Launches “Beauty Diving” Initiative in Phuket for Chinese Divers
The Tourism Authority of Thailand (TAT) has launched the “Beauty Diving” initiative in Phuket to promote Thailand’s marine tourism to the growing Chinese diving market.
Organised from 4 to 6 September 2025, in collaboration with the TAT Guangzhou Office, Scuba Schools International (SSI), and the Guangzhou Diving Association, the initiative highlighted diving opportunities in Thailand’s Andaman Sea. More than 150 Chinese divers participated in activities including free diving, scuba diving, mermaid diving, and a CSR project supporting ocean conservation.
The programme began with the “Amazing Thailand Beauty Diving Welcome Reception” on 4 September at Dusit Thani Laguna Beach Resort, Phuket. The event included a mermaid-themed photo booth for social media, an upcycling workshop using marine debris, cultural performances, and souvenir presentations, designed to encourage divers to return for future trips.
Mr. Boonrapee Damrongrat, TAT Director of East Asia Market Division, said, “China’s diving community offers Thailand a clear opportunity to strengthen its position as a leading dive destination. By linking world-class dive sites with cultural and leisure experiences, we can attract quality visitors who support sustainable tourism and generate strong benefits for local communities.”
China has become one of the fastest-growing diving markets. In 2018, global diving certifications increased by 5 percent, while certifications in China rose by 40 percent, representing eight times the global average. Chinese divers often seek destinations that combine diving with travel experiences, typically staying eight to ten days and spending more than general visitors. Mermaid diving, a combination of freediving, yoga, and swimming, is popular among this group, which includes photographers, social media influencers, and travellers, with half spending over US$1,200 on related activities.
The Beauty Diving initiative reflects Thailand’s focus on sustainable dive tourism. It aims to raise awareness of the country’s marine tourism sites in the Andaman Sea and the Gulf of Thailand, both of which are renowned for their natural environments and conservation efforts.
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