North Phuket Unveils Strategic Destination Rebrand

 

Exciting news out of Thailand, with a group of hoteliers in Phuket coming together to launch a new campaign to attract more visitors to the less-developed north of the island.

While much of the world knows Phuket for its crowded beaches and neon-soaked nightlife, a bold new initiative is flipping the script, with “Above & Beyond”, a destination branding campaign redefining North Phuket as Thailand’s next must-visit locale, not for the masses, but for mindful, high-value travellers.

Led by The Slate Phuket’s GM Claude Sauter and backed by MICE Magnet Asia and top academics, this movement is more than a slogan. It’s a strategic shift: from volume to value, from visibility to authenticity. With Thailand welcoming over 11M international visitors last year, and the south reaching saturation, the serene northern coastline is emerging as a luxury alternative.

This is a great example of industry coming together for the greater good and could become a blueprint for Southeast Asia’s tourism future.