Phuket and Beyond: New Air France Direct Flights from Paris Open Doors to Thailand’s Growing European Tourism Market, Everything You Need to Know

Published on December 1, 2025

Thailand is witnessing a surge in European tourism, with direct flights from Paris marking a key milestone in the country’s efforts to boost international arrivals. Air France recently launched a non-stop route from Paris to Phuket, set to operate three times a week via a Boeing 777-200. This new development is part of a broader trend expected to see European tourist arrivals hit a record-breaking 8.8 million by the end of next year. The Tourism Authority of Thailand (TAT) projects that this growth will not only enhance the tourism landscape in Phuket, but also benefit second-tier destinations such as Krabi. With these advancements, Thailand is positioning itself as a prime destination for luxury travel and extended stays, fostering greater connections between Europe and Thailand.

Thailand’s Growing European Market

Thailand’s tourism sector is benefiting from a robust increase in European arrivals, with flight capacity from Europe increasing by 16% year-on-year. This growth is pushing past the pre-pandemic levels from 2019 by 5%, an impressive feat given the global challenges over recent years. As of November 2025, 6.94 million European tourists have visited Thailand, reflecting a nearly 13% increase from the previous year. The official projection suggests that by year-end, the figure will reach 8.45 million, driving much of the total long-haul arrivals expected to exceed 10-11 million.

The introduction of direct flights from key European hubs, such as Air France’s Paris-Phuket route, plays a pivotal role in this growth. The inaugural service, which began with a Boeing 777-200 carrying 328 passengers, is set to continue through March 2026, with Air France also operating two daily flights between Paris and Bangkok. The combination of these services is forecasted to significantly boost the French market, aiming for around 846,000 arrivals by the end of the year.

Key Airline Partnerships and New Flight Routes

The Tourism Authority of Thailand is working diligently with international carriers to introduce joint promotions, such as those with Norse Atlantic, Condor, British Airways, TUI, and Air France. This collaborative approach is designed to ensure more frequent flights and better connectivity between Europe and Thailand, catering to a growing appetite for travel to Phuket and other destinations.

In addition to Air France’s direct flights, other European airlines are expanding their services to Thailand. Norse Atlantic has announced routes from Stockholm and Oslo to Phuket, further increasing the influx of visitors. These efforts align with TAT’s strategy to boost arrivals from various parts of Europe, especially targeting Southern Europe and the Middle East during the traditionally quieter low season.

Tourism Trends: Luxurious Stays and Extended Visits

The average European tourist in Thailand is spending about 60,000 baht per trip, with a typical stay lasting two weeks. This spending pattern highlights a preference for more luxurious experiences, particularly in health and wellness sectors. Visitors from Europe are increasingly drawn to high-end hotels, spas, and wellness retreats, making Thailand a prime destination for those seeking both relaxation and adventure.

In particular, Phuket, with its scenic beaches, luxury resorts, and vibrant cultural experiences, remains a favorite destination for travelers from France, the UK, Germany, and Russia. As of 2025, Russian tourist arrivals to Thailand are expected to surpass 2 million, reflecting the growing popularity of the destination among Russian nationals.

What Should Travelers Know About New Routes and Destinations?

With European travel demand set to rise, tourists planning a visit to Thailand should consider the following:

• New Direct Routes: Air France’s direct flights from Paris to Phuket open up easier access to Thailand’s beach paradise. The seasonal service ensures seamless connectivity, which is perfect for those looking to travel during the winter months in Europe.
• Destination Expansion: While Bangkok and Phuket continue to dominate European tourist flows, second-tier destinations like Krabi are increasingly gaining popularity. Travelers should explore these emerging hotspots to avoid the crowds and enjoy more serene beach experiences.
• Luxurious Travel: For those seeking upscale experiences, Phuket offers a wealth of luxury resorts, spa treatments, and world-class dining. Health and wellness offerings are also a significant attraction for the European demographic.
• Extended Stays: European visitors typically stay for an average of two weeks, giving them ample time to explore not just the main cities but also the lesser-known gems of Thailand.

Looking Ahead: Continued Growth and Regional Competition

Thailand’s European tourism growth is set to continue into 2026, with projections showing that the UK, Germany, and France will each surpass the 1 million arrivals mark. As Thailand competes with regional tourism heavyweights like China, Japan, and Vietnam, the country is focusing on enhancing the quality of products and services rather than competing on price.

Despite economic fluctuations and potential geopolitical tensions, the outlook remains positive, with no major disruptions anticipated to impact European arrivals in the near future. The increasing strength of the euro also ensures that the strong baht won’t significantly deter tourists from making their long-haul journeys.

Travel Tips for European Tourists Visiting Thailand

• Plan Ahead: Booking flights well in advance can ensure the best rates on new direct services, especially those from Paris to Phuket.
• Explore Beyond Major Cities: While Bangkok and Phuket are the main tourist hubs, consider visiting Krabi or Chiang Mai for a different experience.
• Stay in Luxury: Take advantage of the high-end wellness resorts and spa treatments available in places like Phuket, Koh Samui, and Hua Hin.

Conclusion

Thailand’s tourism industry is positioned for substantial growth, driven by new international routes and a sharp increase in European arrivals. The country’s tourism authorities are working diligently to expand connections to more European cities while offering luxurious experiences for travelers. With a growing emphasis on quality over quantity, Thailand is carving a niche for itself as a premier destination in Southeast Asia for long-haul visitors.