In a decisive move to reshape tourism on Thailand’s most visited island, a coalition of leading hotels has launched a bold new branding initiative for North Phuket. Long overshadowed by the neon nightlife and mass-market resorts of the south, the island’s northern coastline is stepping into the spotlight with a carefully crafted campaign: Above and Beyond.
The new identity marks a pivot toward a curated, sustainable, and high-value travel experience, positioning North Phuket as a haven for discerning visitors who seek space, serenity, and authenticity.
A Changing Landscape in Phuket
Phuket welcomed more than 11 million international visitors in 2024, a 28% increase on the previous year, solidifying its reputation as Southeast Asia’s premier leisure hub. Yet as southern hotspots like Patong continue to attract crowds, the northern stretch — from Naithon Beach to Mai Khao — remains a tranquil alternative. With miles of pristine shoreline, lush national parks, and protected wildlife, North Phuket is perfectly placed to offer travellers a different kind of Thai island escape.
Go Above and Beyond is More Than Branding: A Business Strategy
The initiative is spearheaded by Claude Sauter, General Manager of The Slate, who emphasises that this is “a business strategy, not a branding exercise.”
Designed for the mobile-first travel era — where over 80% of bookings are made on smartphones — the campaign seeks to align digital visibility with the lived guest experience. Its purpose is not simply to attract more arrivals, but to shift perception, foster loyalty, and redefine what travellers expect when they think of Phuket.
“North Phuket is not just another collection of resorts,” Sauter explains. “It is a curated experience, rooted in luxury lifestyle, environmental stewardship, and cultural depth. The traveller of today wants connection, purpose, and room to breathe — and North Phuket offers that in abundance.”
Origins of the Go Above and Beyond Campaign
The rebrand originated during a leadership luncheon in Bangkok, when Jeff Fongmool, Founder and CEO of MICE Magnet Asia, proposed the idea of a unified identity for the region. His concept quickly won support from hoteliers across North Phuket, resulting in the development of the Above & Beyond tagline — a phrase that reflects both the geographic positioning of the region and its aspirational ethos.
The campaign also benefitted from academic expertise. Associate Professor Dr Viriya Taecharungroj of Mahidol University, an authority on place branding, delivered a keynote during development, stressing the importance of aligning narrative with guest experience.
“A campaign may attract bookings, but it is alignment with on-the-ground reality that generates advocacy and repeat visitation,” he noted.
Collaboration Across the Hospitality Sector
One of the most striking aspects of the initiative is the collaboration among North Phuket hotels, from boutique properties to global brands. In a sector often marked by competition, this coalition represents a collective effort to strengthen visibility, value, and positioning.
Key elements of the Go Above and Beyond rollout include:
- Familiarisation trips for media and travel influencers
- Hyper-local digital storytelling, particularly short-form video
- A micro-publication spotlighting regional culture and conservation
- A mobile-first marketing strategy to align with global booking behaviour
Positioning for the Future of Travel – Go Above and Beyond
As global tourism shifts toward experience-driven and sustainable travel, North Phuket’s campaign is positioning the region as a blueprint for the future. Success will not be measured by volume of visitors but by value — prioritising authenticity, environmental stewardship, and community connection over mass-market growth.
The initiative also aligns with the Thailand Convention & Exhibition Bureau’s “Four Regions of Phuket” campaign, reinforcing national efforts to diversify and elevate the island’s appeal.
About North Phuket
North Phuket covers the coastline from Naithon to Mai Khao, home to quiet beaches, cultural heritage, national parks, and a collection of luxury and boutique hotels. With its Above & Beyond rebrand, the region is defining itself as Thailand’s next high-value destination, just minutes from the airport yet worlds away from the crowds.
About The Slate
Located on Nai Yang Beach, The Slate is a Bill Bensley–designed resort that pays tribute to Phuket’s tin-mining heritage. The property features dramatic architecture, award-winning restaurants such as Black Ginger (accessible only by rope-pulled raft), Coqoon Spa, KRU Precision Wellness, three pools, tennis courts, and cultural spaces like the Shades Gallery. Known for hosting bold events and immersive dining journeys, The Slate is the only Thai hotel to be named in TripAdvisor’s Travelers’ Choice Best of the Best “Out of the Ordinary Hotels” 2023.
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