Across the globe, female economic emancipation is doing funny things to trends and traditions. The Single Mother (by choice) and the House Husband are only a couple of examples. In Norway, women now hold a quota for top-level corporate jobs. In India, BJP the main opposition party has reserved 33% of party seats for women.

With economic independence have come a wealth of personal choices hitherto inaccessible to women. Industries the world over have been quick to cotton on to this huge market. The travel/holiday segment is no exception. In Shanghai, large hotels have special floors designated exclusive to female corporate guests, to ensure safety. Many of the for-her suites are equipped with special touches like disposable make-up kits and pampering bath oils. The female tourist has become a spending power to reckon with, and hotels and resorts are tripping over themselves in trying to woo the damsels with dollars.

TAT Thailand recognizes the enormous potential of targeting this high-spending group. At present, there are far more men visiting Phuket than women. TAT Assistant Director Khun Anorma Wongyai told the Phuket Post that in 2005, 55.12 % (820,955) visitors were male while 44.88 % (668,505) were female. This is hardly surprising. Phuket has long been a favourite holidaying spot for males, who are often lured here as much by the beautiful and mysterious Thai woman as by the beautiful beaches and relaxed atmosphere, so much so that many take the decision to quit their lives, jobs and families to move here permanently.

By contrast, the number of western women choosing to live on Phuket is minuscule. For a number of reasons, Phuket can be a tough place to live, for a western woman. For a holiday, though, it a be a very, very attractive place.

Not just for western women, either. Female tourists from other parts of Asia such as Japan, China and India are finding their dream destination in Thailand. The reasons are as varied as the races. Seema, an Indian tourist from Delhi traveling with other female friends to Phuket told the Post: “Phuket offers us so much more freedom than we could ever find in India. It's safe for us to travel, the people are friendly and helpful. We can dress comfortably and casually and not have to be worried about be being teased or harassed.

“And there's so much to do. Great shopping, great food. Today we went Go Karting, all of us, and had a blast. I would definitely come back.”

Jin-ju, from Korea is lured here by the diving. “It's so beautiful,” she says happily. “And the people are great. I come here every year on holiday.”

TAT is well aware of the allure of Phuket and equally aware of the women's growing spending power. Efforts are being made to make the island ever more attractive to the female segment of the tourists, by adding and improving services that mainly target females.

Says TAT's Khun Anorma, “Most of the female tourists that travel alone are from western socities, but it's becoming increasingly common among Asian women to adopt these trends. Women across all age groups are now making good money in secure jobs and in many cases, do not wish to marry. Without the responsibilities of a married life, they are free to travel atleast once a year, often as a treat after a spell of hard work. Phuket can be an ideal destination for women like these.”

The growing number of shopping malls is guaranteed to please a lot of visiting female tourists. For ladies with a penchant for adventure, Phuket has its share of activities like diving and rock-climbing, among others.

Pamper me

The recent Andaman Spa Invitation exhibition is a part of a plan to grow this industry to attract more females to the island. Women have been traditional patrons of Spas and wellness centres. Phuket is keen to bolster its Spa service industry.

Cherntorn Kanjanasaya, the President of the Spa Association of Phuket says that foreign tourists on Phuket particularly enjoy relaxing spa experiences like scrubs and massages, while locals are often after health benefits. “If we want to develop the foreign market to its fullest potential, we must concentrate on relaxing spas,” she said. “Foreigners don't want a lot of complications.”

“The biggest selling point for Spas in Phuket are their informality and gentleness,” she tells us. “I have asked many clients directly and the majority, especially women say they are impressed with services and value for money. Many have found relaxation in body and mind and intend to return to Phuket.”
Another major draw for women are of course, the assorted treatments, surgeries and 'tweakings' that come under the umbrella of 'medical tourism'. That the prices here are just a fraction of what they can be back home, more ladies are heading to Phuket to acquire a new look or a lift.

“I've wanted to have breast augmentation surgery for years,” says Mandy from England, who is due to go into surgery the following week. “Back home, I could never afford it. I was here on holiday last year and looked into the pricing. And the service is as good as back home,” she points out. “My friend had some dental work done here last year, and she was thrilled with the standard of medical care.

“So what look you think I should go for,” she muses thoughtfully, pointing at her chest “small or porn star?”

Even islands need grooming

The recent visit of the Miss Czech 2008 contestants to Phuket was another feather in the TAT's promotional cap, Khun Suwalai, Director and Khun Runjuan, Assistant Director of TAT Southern region 4 are hoping the media exposure will bring dozens of more women from Europe to holiday here.

“You know it's no real surprise that the top TAT officials are usually women,” says Khun Runjuan, and rightly so. “This is because we are naturally good at welcoming people and making them feel at home. As women, it is doubly pleasing for us to be promoting Phuket as a Women's Destination.”

The Czech contestants themselves were absolutely thrilled with Phuket. Having also visited Pattaya and Bangkok, they were uniform in awarding Phuket a Perfect 10.

“It's a stunning island,” said one of the contestants while her friends –and rivals– nodded their perfectly groomed heads. “So beautiful. This trip has been mainly about work, work, work. I would love to come back here on holiday.

“But on a couple of beaches we went to we saw rubbish and garbage in the sand,” she continued, incredulously. “You have such beautiful beaches, why do you let people litter them?”

Indeed, as much as many women love to lose themselves in shopping and pampering, they are arguably even more aware of the state of the surroundings than men. If Phuket wants to make sure its female visitors keep coming back, and carry happy tales of their holidays back to girlfriends, it would do well to keep its environs clean and tidy.


Better safe than sorry

Another point that officials and authorities should be looking at keenly is the safety of the women tourists. While on the whole, Phuket remains a very safe destination for women, rape cases and molestations have been on the rise, and while many governmental bodies are keen to sweep details under carpets, attacks on foreign women are hardly going to remain secret.

Locals have to be educated about respecting female tourists and harsh punishments should be inflicted on offenders, to discourage any form of assault.

For the women's part, it is always good to remember that there are bad elements everywhere and the same rules for safety apply here. It would be wise not to accept offers to be toured around the island 'for free'. While some offers maybe genuine, it only has to be that one instance and person to make your holiday go horribly wrong.

Keep emergency police and safety numbers on you at all times. If you take a taxi or a tuk-tuk by yourself at night, get your hotel or restaurant to arrange for it. Make sure they have details of the driver and make sure he knows they do.