The Phuket Yacht Show will be held at Phuket's Yacht Haven from February 13-15. The challenge to Pimex - the Phuket International Boat Show - is coming from the organisers of the Singapore Yacht Show.
The new show, according to a media release tonight, will combine yacht charter, the boating industry and luxury lifestyle events.
It's expected that competition will be intense for suitable sponsors, with Phuket Royal Marina likely to be the base for the Phuket Boat Show, as it was this year in January, and Yacht Haven further north being the home for the Phuket Yacht Show soon after.
Leverage is likely to be applied to attract to Phuket the same companies that support the Singapore show.
According to tonight's media release, which is likely to create a talking point among Phuket yachties for months to come: ''Unlike most regular charter shows, the Phuket Yacht Show will be open to both industry and consumers alike.
''The event will be staged in the biggest superyacht marina in the Asia Pacific region, currently being completely redeveloped by its owners.''
The eleventh annual Phuket International Boat Show (Pimex), held from January 9-12, this year, was regarded as the best yet.
The event's organiser, Andy Dowden, has anticipated for some time facing a rival show.
''Tangible sales at the show and strong leads reported by many exhibitors underscore Pimex as the leading consumer platform for the marine industry in the region,'' he said at the completion of the event.
''Phuket will continue to lead the boating marketplace for many years to come.''