Phuket transforms from tourism hotspot to global second-home haven as real estate supply surges past 40,000 units

Phuket pivots from paradise getaway to global second-home hotspot, as lifestyle-led real estate redefines the island’s future.

PHUKET, Thailand – Amid global economic volatility, geopolitical tensions, high interest rates, and tight capital flows, Phuket’s real estate market is defying the odds—especially in the luxury condominium and lifestyle-focused project segments. These developments are redefining investment in world-class tourist destinations, signaling a significant shift in the island’s positioning.

This is no longer just a post-pandemic recovery; it is a strategic reinvention of the entire island. With global investors seeking more than just a place to stay—prioritizing wellness, privacy, smart design, sustainability, and trusted brands—Phuket is emerging as a holistic lifestyle destination.

The demand shift has been especially notable since the pandemic, as people reconsider life priorities and pursue quality living environments with nature, infrastructure, and borderless lifestyles. This aligns with the needs of digital nomads, international families, and retirees worldwide.

Buyers today are no longer driven solely by price per square meter; they seek integrated value. Globally minded and design-conscious, they expect branded services and comprehensive lifestyle experiences.

According to a recent market report, over 40,600 residential units are now available for sale across more than 340 projects on the island. Average prices stand at approximately 144,000 baht per square meter for condominiums and 70,000 baht per square meter for houses and villas. Key growth areas include the western coastline, especially inland from popular beaches.

To succeed long-term, the focus must now shift from tourism promotion to life destination branding. Aggressive, targeted marketing—particularly toward the Middle East, India, and younger Asian investors—will be critical. Ultimately, the goal is clear: turn short-term visitors into long-term residents.

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