Industry Insights

Published August 12, 2026

What Thailand dive operators can learn from Thailand Dive Map demand

A market-facing snapshot for dive shops in Thailand. This page shows where demand is building, which destinations convert best, and which profile details make the biggest commercial difference.

Data period: December 16, 2025 to August 11, 2026

Key takeaways Demand Content gaps Contact behavior Destination playbook

Update your listing View ranking methodology

Coverage

135 dive shops benchmarked

Biggest upside

Pattaya

Highest contact efficiency

Phuket

Primary contact stack

Website + WhatsApp

At a glance

The commercial story in one screen

If you only act on four things from this report, start here.

Growth gap

Pattaya

Demand still exceeds supply share (19.92% vs. 17.04%), while average profile completeness remains only 42.10.

High-intent market

Phuket

Its 3.18% contact rate is the highest among the major destinations in this benchmark.

Conversion threshold

60+ completeness

Once profiles pass this level, both click-through and contact efficiency improve materially.

Commercial reality

85.5% website or WhatsApp

Direct website and WhatsApp paths dominate how divers prefer to reach operators.

Market demand

Where interest is building

Use these signals to understand which source markets and destinations deserve the most attention.

Source markets

These are the most interpretable origin markets in the current data, based on reliable location signals.

Market	Share of visits	Shop-page visit rate	Contact rate
United States	45.69%	67.46%	0.14%
Thailand	12.23%	39.22%	8.64%
Taiwan	5.30%	15.64%	5.26%
China	4.08%	64.71%	0.00%
Singapore	3.79%	42.53%	4.05%
India	2.46%	48.67%	5.45%
United Kingdom	1.40%	34.38%	13.64%
Germany	1.40%	40.63%	7.69%
Hong Kong	1.07%	42.86%	4.76%
Australia	1.22%	32.14%	22.22%

Read the markets correctly

The largest traffic source is not automatically the best commercial market.

United States: now supplies almost half of recorded visits and reaches shop pages often, but current contact intent remains extremely low.
Thailand: lower volume than the United States, but meaningfully stronger near-purchase behavior.
China and Taiwan: meaningful research traffic, but China has not yet produced a recorded direct contact in this period.
United Kingdom and Australia: promising high-contact signals, but both remain too small to treat as fully validated segments.

Destination demand strength

This compares how much operator supply each destination has on the platform against where shop-page demand and direct contact are actually happening.

Destination	Shop share	Demand share	Contact rate	Avg. completeness
Koh Tao	25.19%	38.66%	2.92%	68.98
Pattaya	17.04%	19.92%	2.31%	42.10
Phuket	17.78%	13.14%	3.18%	59.13
Khao Lak	14.07%	10.50%	1.99%	40.81
Koh Samui	13.33%	8.66%	0.97%	48.68
Krabi	12.59%	9.12%	2.75%	36.41

Koh Tao

1.53x

Demand vs. supply index

Demand continues to outperform supply share.

Pattaya

1.17x

Demand vs. supply index

Demand still leads supply, with upside tied to stronger profiles.

Khao Lak

0.75x

Demand vs. supply index

Needs clearer comparison content to unlock more demand.

Phuket

0.74x

Demand vs. supply index

Supply is present; efficiency matters more than adding listings.

Krabi

0.72x

Demand vs. supply index

Demand is growing, but listings need stronger reasons to click.

Koh Samui

0.65x

Demand vs. supply index

Interest exists, but conversion remains underdeveloped.

Comparison stage

Which destinations win the click

This is best read as search and shortlist behavior rather than a full destination-funnel analysis.

Destination	Share of listing visibility	CTR
Koh Tao	65.34%	10.05%
Phuket	14.44%	11.25%
Pattaya	12.47%	16.18%
Khao Lak	3.15%	10.94%
Koh Samui	2.69%	6.10%
Krabi	1.90%	6.90%

What stands out

Visibility alone is not enough. Operators need a reason for divers to click into the profile.

Pattaya has the strongest click-through rate at 16.18%, which is far ahead of the other destinations.
Phuket also converts visibility into clicks well, even with lower volume than Koh Tao.
Koh Samui and Krabi need better differentiation before users even enter the shop page.

Content readiness

Completeness is a conversion lever, not admin work

The most important commercial finding in the report is that better profile quality changes outcomes.

Completeness threshold

Once listings move beyond 60 completeness points, both click and contact performance rise sharply.

Completeness band	Shop count	CTR	Contact actions / 100 shop visits
<40	56	6.34%	1.31
40-59	34	6.78%	2.06
60-74	24	9.92%	6.65
75+	21	12.47%	5.74

Biggest information gaps

The weakest fields are exactly the ones buyers use to compare operators side by side.

Hero image53.33%
Course catalog51.85%
Review highlights25.19%
Facilities23.70%
Price starts20.00%
Dive sites10.37%
Max student ratio9.63%
Gallery7.41%
Email5.19%

Prioritize hero image, courses, pricing, reviews, facilities, and teaching ratio before adding more marketing spend.

Design for mobile-first direct contact, with website and WhatsApp far more prominent than long enquiry flows.

Treat destination demand as a content-readiness problem first, especially in Pattaya, Khao Lak, Krabi, and Koh Samui.

Buyer behavior

What users read before they contact a shop

These patterns point to where operators should spend their time improving profiles.

Most-viewed sections overall

These are the sections users reach most often during shop-page browsing.

Overview93.21%
Courses12.41%
Facilities11.10%
Teaching8.62%
Location6.92%

Most-viewed before contact

These sections matter far more in sessions that end with a direct contact action.

Location95.00%
Overview85.00%
Courses53.33%
Facilities48.33%
Teaching48.33%
Reviews36.67%

Preferred contact channels

Direct website and WhatsApp paths dominate. Long enquiry flows are barely used.

Website

66.9%

Still the dominant path when divers are ready to act.

18.6%

Already the second-most important contact route, especially on mobile.

Google Maps

7.6%

Acts more like a validation step than a primary commercial CTA.

Phone

5.1%

More relevant on desktop than mobile, but still a secondary path.

Email / enquiry

1.7%

Long-form enquiry paths are barely used compared with instant-contact options.

Destination playbook

How operators should respond by destination

The right action differs by market. Some destinations need more content depth. Others need stronger conversion design.

Core market

Koh Tao

Demand is already strong and content maturity is ahead of most destinations.

Recommended move: Protect the lead with better gallery depth, dive-site visibility, and student-ratio transparency.

Highest-growth opportunity

Pattaya

Demand still exceeds supply and click-through remains strongest, while profiles stay incomplete.

Recommended move: Fix hero images, course catalogs, starting prices, and review highlights first.

High-conversion market

Phuket

Traffic share is smaller than Koh Tao, but contact efficiency is the highest among major destinations.

Recommended move: Use teaching quality, facilities, and reviews to turn intent into more direct enquiries.

Conversion upside

Khao Lak / Krabi

Both attract meaningful demand, but contact efficiency and comparison content remain thin.

Recommended move: Lead with the practical fields buyers compare first: courses, pricing, logistics, and proof.

Demand without action

Koh Samui

Detail-page interest exists, but contact behavior remains weak relative to the other destinations.

Recommended move: Rework CTA hierarchy and trust signals before trying to win more top-of-funnel traffic.

For operators

What to do next

The fastest path to better performance is usually profile quality, not more traffic.

Step 1

Upgrade the comparison fields first

If buyers cannot compare your courses, prices, facilities, reviews, and teaching setup quickly, they will keep browsing.

Step 2

Make direct contact obvious on mobile

Website and WhatsApp should be easy to spot and easy to tap. Long forms are not the main path.

Step 3

Use destination context

A good Pattaya page should solve trust and completeness. A good Phuket page should reinforce confidence and urgency.

Notes on interpretation

This page is designed for practical decision-making. It focuses on directional commercial signals rather than technical analytics detail.

Source-market interpretation only uses visits with a country signal; traffic quality may still vary.
Malformed or unsupported destination values are excluded from destination-demand calculations.
Search-stage performance should be read as comparison behavior, not a full landing-page funnel.
Small high-conversion markets are directional signals rather than fully validated commercial segments.

Ready to improve your listing?

Turn insight into a stronger shop profile

Keep your TDM listing current, tighten the fields buyers compare most, and make it easier for high-intent divers to contact you.

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Market

Share of visits

Shop-page visit rate

Contact rate

United States

45.69%

67.46%

0.14%

Thailand

12.23%

39.22%

8.64%

Taiwan

5.30%

15.64%

5.26%

China

4.08%

64.71%

0.00%

Singapore

3.79%

42.53%

4.05%

India

2.46%

48.67%

5.45%

United Kingdom

1.40%

34.38%

13.64%

Germany

1.40%

40.63%

7.69%

Hong Kong

1.07%

42.86%

4.76%

Australia

1.22%

32.14%

22.22%

Destination

Shop share

Demand share

Contact rate

Avg. completeness

Koh Tao

25.19%

38.66%

2.92%

68.98

Pattaya

17.04%

19.92%

2.31%

42.10

Phuket

17.78%

13.14%

3.18%

59.13

Khao Lak

14.07%

10.50%

1.99%

40.81

Koh Samui

13.33%

8.66%

0.97%

48.68

Krabi

12.59%

9.12%

2.75%

36.41

Destination

Share of listing visibility

CTR

Koh Tao

65.34%

10.05%

Phuket

14.44%

11.25%

Pattaya

12.47%

16.18%

Khao Lak

3.15%

10.94%

Koh Samui

2.69%

6.10%

Krabi

1.90%

6.90%

Completeness band

Shop count

CTR

Contact actions / 100 shop visits

<40

6.34%

1.31

40-59

6.78%

2.06

60-74

9.92%

6.65

75+

12.47%

5.74