Phuket has changed dramatically in recent years. Fringed by the Andaman Sea, the tropical oasis has evolved from a popular beach resort destination into one of the world’s most attractive luxury residential markets, with elite luxury consumer brands, Michelin-dining and international quality education and medical care fueling the interest.

Confirmation was unveiled today courtesy of the The Phuket Luxury Report, produced by C9 Hotelworks, the award-winning Phuket-based tourism, hospitality and real estate consultancy, which shone a light on this transformation at the “Live Phuket: A Global Luxury Lifestyle Destination” event held with Property Guru International (Thailand) today. Download:

A 90-minute event saw Bill Barnett, Managing Director of C9 Hotelworks, reveal the key findings from The Phuket Luxury Report as factors such as competitive pricing, infrastructure enhancements, and lifestyle preferences create soaring demand.

“The island is the birthplace of two global luxury hospitality brands – Aman Resorts and Banyan Group. It’s luxury-lifestyle support demand generators include a private jet terminal, five award-winning ultra-luxury hotels with average room rates exceeding USD1,000 a night. There are four international-standard marinas that host superyachts. There are 13 international schools and a growing number of best-in-class hospitals,” said Mr. Barnett.

Key highlights are developments by the pioneering Banyan Group, the developer of Laguna Phuket, a 1,000 acre integrated destination community with now draws 1 million visitors a year and comprises 8 world-class hotels and resorts, an award-winning golf-course, BDMS wellness clinic, its own international pre-school kindergarten – in addition to 3,000 private homes, and Gardens of Eden, a green-inspired luxury wellbeing space in Bang Tao seeing intense interest from a new generation of investors, in a top-grade sector valued at more than $10 billion (B337 billion), according to the report.

Examining the factors impacting the rise of the luxury sector in Phuket was a line-up of top experts. A series of moderated discussions covered topics including Insights from Phuket’s luxury developers, featuring Stuart Reading, Deputy CEO of Laguna Resorts (part of Banyan Group), and Ravi Chandran, Corporate Affairs Director at Gardens of Eden.

Also spoke representatives of luxury brands including Wilaiporn Pitimanaaree, Senior Vice President of Central Pattana, Praiya Laparojkit, Executive Director of Mercedes-Benz Phuket, and Thiti Samuthrat, Assistant Hospital Director for Bangkok Hospital Phuket.

Providing food for thought about the rise of Michelin-rated cuisine in Phuket was Parkorn “Tan” Kosiyabong, Chef and Owner, GOAT Bangkok and LAAD Phuket and Marco Turatti, Executive Chef of InterContinental Phuket Resort.

“In the post-pandemic era, Phuket’s real estate has shown exponential growth in the multi-million-dollar luxury residential sector. This trend is rooted in changing lifestyles, with an emphasis on space, international services and a rich and diverse way of life. Live Phuket is at the forefront of change in the values of global citizens,” said Mr. Barnett.

Mr. Chandran highlighted Phuket’s position as one of the most exciting luxury markets worldwide, attracting a new generation of lifestyle-conscious families and individuals seeking investments that suit their needs.

“At Gardens of Eden, we are developing a new precinct of lifestyle living on your doorstep with parks, lakes and well-being recreation activities covering over 70% of our space located steps from Bang Tao Beach,” Mr. Chandran said.

Banyan Group has been instrumental in pioneering tourism and branded residences in Phuket. The company ranks fourth globally in the branded residences sector.

“From the launch of the world’s first Banyan Tree resort in Phuket in the 1990s to the current real estate boom and our comprehensive range of real estate offerings, including our latest ultra-luxury Banyan Tree Residences, this island has been an unparalleled success story, and we are proud to have been a key part of it,” said Mr. Reading.

Ms. Pitimanaaree used the event as a platform to announce the opening of a new Zara shop in Phuket as well at other developments in luxury retail.

“We have noticed a significant rise in demand for premium brands and recently launched a dedicated luxury floor at Central Phuket Floresta, which showcases leading labels including Prada, Louis Vuitton, Gucci, Rolex and more. This is a strong reflection of Phuket’s upmarket shift which is now being witnessed across the island,” Ms. Pitimanaaree said.