Phuket foreign arrivals are recovering as the Middle East conflict eases and international flights resumed in Q3, with China, Russia, Saudi Arabia and Israel improving while South Korea stays flat. Thai Hotels Association and Phuket Tourist Association expect Q4 to match last year, but room-rate growth of only about 5% year-on-year, not double digits. Expect tighter spending and more competition from new supply, including illegal properties. Plan prices and budgets accordingly, and consider value-add packages and activities to win guests.