A coalition of luxury hotels in North Phuket has launched a bold new destination branding campaign aimed at repositioning the region as a haven for high-value, experience-driven tourism.
The initiative, titled Above and Beyond, marks a strategic shift away from mass tourism, focusing instead on sustainability, authenticity, and curated luxury.
From branding to business strategy
Phuket welcomed more than 11 million international visitors in 2024—a 28 per cent increase from the previous year—but much of that foot traffic has been concentrated in the island’s southern party hubs. In contrast, the northern stretch from Naithon Beach to Mai Khao is being pitched as a quieter, more immersive alternative, home to national parks, native wildlife, and uncrowded beaches.
“This is a business strategy, not a branding exercise,” said Claude Sauter, General Manager of The Slate and lead of the North Phuket campaign.
“The traveller of today seeks more than just amenities. They want connection, purpose, and space to breathe. North Phuket offers all of that, just minutes from the airport, but worlds away from the crowds.”
Developed collaboratively with hoteliers and input from place-branding expert Associate Professor Dr Viriya Taecharungroj, the campaign aligns storytelling and guest experience with a strong digital focus—recognising that more than 80 per cent of bookings are now made via mobile devices.
Elevating regional identity, not erasing it
The Above and Beyond brand was born from a leadership discussion led by Jeff Fongmool, CEO of MICE Magnet Asia, and has since gained strong buy-in from major hotel players. Instead of competing, hotels are working together to create a unified message for North Phuket, amplifying its unique offerings.
Key rollout features include:
- Familiarisation trips for media and influencers
- Hyper-local storytelling through short-form video
- A micro-publication highlighting regional culture and conservation
- A mobile-first marketing strategy targeting international travellers
The campaign also complements the Thailand Convention & Exhibition Bureau’s “Four Regions of Phuket” initiative, serving as a model for sustainable, high-value tourism development across Thailand.
