In a bold move to redefine tourism in Thailand's most visited island, a coalition of top-tier hotels have come together to unveil a new destination branding initiative for North Phuket. While Southern Phuket has long monopolised the spotlight with its neon nightlife and polished resorts, a quieter, more deliberate movement has begun in the island's northern reaches.

Following a meeting at The Slate Phuket, this new campaign marks a strategic pivot away from mass tourism toward a curated, sustainable, and high-value travel experience. With the tagline “Above and Beyond”, the campaign showcases the more laid-back, nature-based attractions of the island's north.

Phuket welcomed over 11 million international visitors in 2024, up 28% from the previous year, cementing its status as Southeast Asia's premier leisure destination. Yet as southern hotspots like Patong continue to swell, the untapped northern coastline, stretching from Naithon Beach to Mai Khao, is emerging as a haven for discerning travellers seeking space, serenity, and authenticity.

Leading the North Phuket initiative is Claude Sauter, General Manager of The Slate, who described the campaign as “a business strategy, not a branding exercise.” Rooted in environmental stewardship and luxury lifestyle positioning, the rebrand aims to align digital visibility with the lived guest experience, so critical in the digital era, where over 80% of travel bookings are made via mobile devices. The campaign is designed not just to attract footfall, but to redefine the entire perception of this corner of the island, which is rich in national parks, native wildlife, and miles of uncrowded shoreline. Here, the tourism offering is different by design. It is more reflective, more measured, and above all, more sustainable.

The campaign's origins trace back to a leadership luncheon in Bangkok earlier this year, when Jeff Fongmool, Founder and CEO of MICE Magnet Asia, proposed a unified identity for the region. His concept quickly gained traction among hoteliers, culminating in the development of “Above & Beyond”, a slogan that captures both the geographic and aspirational ethos of North Phuket.

Associate Professor Dr Viriya Taecharungroj of Mahidol University, a leading expert on place branding provided input into the campaign, with a keynote that emphasised that successful destination marketing must synchronise narrative with visitor experience to foster loyalty and repeat visitation.

“Destination branding today is as much about lived experience as it is about  perception. A campaign may attract bookings, but it is alignment with on-the-ground reality that generates advocacy and repeat visitation,” he said.

This initiative is also a rare show of private-sector collaboration in Thailand's hospitality sector. From boutique escapes to global brands, North Phuket hotels are aligning not to compete, but to collectively elevate the region's visibility and value proposition. From the outset, the campaign has been steered with clarity of purpose. It is not a branding gimmick, but a business strategy. Central to the initiative is a commitment to luxury lifestyle, nature, and environmental stewardship. North Phuket is not simply another collection of resorts, but a curated experience for traveller seeking more than cocktails and clubbing.

Key components of the rollout include:

• Familiarisation trips for media and travel influencers;
• Hyper-local storytelling through digital short-form content;
• A micro-publication focused on regional culture and conservation;
• A robust mobile-first digital strategy to align with traveller behaviour;

“The traveller of today seeks more than just amenities,” said Sauter. “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.”

North Phuket hotels, spanning boutique, luxury, international and independent, are coming together not to dilute their individual identities, but to strengthen their shared visibility. This is destination marketing at its most strategic, and its most modern, where success will not be measured by volume, but by value.

As the global tourism sector trends toward experience-driven and sustainable travel, North Phuket is positioning itself as a blueprint for the future, by  prioritising value over volume, authenticity over amenities, and community over commerce. If successful, North Phuket may not only transform its own fortunes, but offer a new blueprint for tourism development across the region.

The campaign aligns perfectly with the Thailand Convention & Exhibition Bureau's “Four Regions of Phuket' branding initiative and will build on what TCEB can do.

Media interviews can be arranged by David Barrett or Claude Sauter.

About North Phuket

North Phuket encompasses the tranquil beach zones from Naithon to Mai Khao, offering immersive experiences framed by natural parks, cultural heritage, and sustainable luxury. The “Above & Beyond” campaign is a collaborative initiative by leading hotels in the region to position North Phuket as Thailand's next high-value destination.

About The Slate

Nestled on the shores of Nai Yang beach, The Slate plays tribute to Phuket's past through the painstaking artistry of Bill Bensley, manifesting the owning family's rich tin mining history with the island's true soul. Decadent suites mix exposed beams, polished concrete and custom furniture and fittings to bring the owners' legacy to life. There are several restaurants and bars including the renowned Black Ginger, which floats atop its own lake and is accessible by rope-pulled raft. Facilities include Coqoon Spa, KRU Precision Wellness, three outdoor pools, two tennis courts, a full gym, Heliconia Flower Gallery, The Wine Room, Tin Box Kids Club, The Stockroom onsite boutique; and Shades Gallery, a collaborative art space which promotes cultural exchanges through art and fashion.  Weddings and events are well catered for, with state-of-the-art meeting rooms and expansive spaces. The Slate Phuket has a reputation for creating incredible events including BOLD gastronomic journeys that encourage guests to Be Original, Lighthearted and Daring, making it the best place to see and be seen on Thailand's largest island. It is the only hotel in Thailand named amongst TripAdvisor's Travelers' Choice Best of the Best Out of the Ordinary Hotels 2023, a title bestowed on only 20 hotels out of the 8 million properties on the platform. www.theslatephuket.com Ph: +66 (0) 76 327 006

Media contacts:

Gaynor Reid                                                                                                     
CEO Catalyst Communications                                                          

Ph: +65 9108 3577 or +61 491 161 357                                                 
E: gaynor@theslatephuket.com