Phuket celebrates vegetarian festival: 4.1 billion baht in revenue!

Phuket celebrates vegetarian festival: 4.1 billion baht in revenue!

The Phuket Vegetarian Festival celebrated its celebratory start on October 21, 2025. The spiritual opening of the nine-day festival was completed with the hoisting of the “Go Teng” pole and the lighting of nine divine lanterns at a total of 39 shrines. This tradition has its roots in centuries-old Taoist customs brought to Thailand by Chinese immigrants. Shrimp were on the agenda, as were strange ceremonies that magnetically attract the local population.
The ceremony at the Jui Tui Tao Bo Keng Shrine, attended by Deputy Prime Minister Pipat Ratchakitprakarn and other dignitaries, was particularly impressive. The demonstration of “Ma Song” trance mediums performing ritual self-mutilation with traditional weapons elevated the event into a dramatic and worshipful context. The large crowds, dressed in traditional white clothing, witnessed not only spiritual scenes but also a sudden rain shower which further intensified the atmosphere.

A rise in tourism

This year, during the festival, Phuket and Songkhla are expecting a notable increase in visitor numbers. A total of 382,710 domestic trips are forecast, an increase of 28% compared to last year. Tourism revenue is estimated at over 4.1 billion baht, up 31% year-on-year, according to Bangkok Post.
Phuket in particular is expected to see 198,239 domestic trips, while the city will see a hotel occupancy rate of an impressive 81%. Songkhla also boasts 184,471 trips, which means an occupancy rate of 75%. Phuket Tourism Association President Rangsiman Kingkaew explained that in addition to the festival, there is also the 200th anniversary of Kathu Shrine, which is the origin of the celebrations.
Most visitors come from nearby markets, particularly Malaysia, Singapore and Indonesia, with interest from foreign tourists, particularly Malaysians and Singaporeans, steadily growing.

A festival full of rituals and enjoyment

The festival, also known locally as “Jia Chai”, not only attracts tourists but also offers a not insignificant gastronomic delight. The streets transform into a true paradise for lovers of vegetarian and vegan cuisine. Here you can find everything from vegetarian Pad Thai and Jay Curry to fried snacks and delicious sweet temptations like Mango Sticky Rice or Khanom Krok. Participants are required to follow a strict vegetarian diet and dress in white clothing - ready for the numerous ceremonies, ranging from daily rituals to city processions.
Since it is a festival of the nine emperor gods, rituals such as Kho Khun, Liam Keng and the ritual oil baths are also on the program. The celebrations culminate in impressive processions in which the Ma Song, the “horses of the gods,” perform physical sacrifices in a trance with swords and needles.
Around 10,000 Malaysian tourists are expected this weekend in Phuket Town and Hat Yai, where celebrations are also taking place, although the celebrations there are currently less well known. Songchai Mungprasitthichai, president of the Songkhla Tourism Promotion Association, expressed hope that the government could expand the opening hours of border checkpoints to 24 hours a day - an important measure to support the tourism sector.

Overall, it shows that the Phuket Vegetarian Festival is not only a spiritual and cultural event, but also an important economic driver for the region. With the numerous rituals, delicious food and lively atmosphere, it promises to once again be an unforgettable experience for locals and tourists alike.