North Phuket's **"**Above & Beyond" campaign rebrands the region as a high-value, sustainable destination, shifting focus from mass tourism to curated experiences, nature, and authentic travel.
North Phuket has unveiled a new branding campaign, "Above & Beyond", to position itself as a high-value, sustainable travel destination. The initiative, led by a coalition of hotels, shifts focus from mass tourism to a curated, nature-driven experience across the island’s northern reaches.
Phuket saw 11 million international visitors in 2024, a 28% increase from the previous year. While southern Phuket remains a tourism hub, areas from Naithon Beach to Mai Khao are emerging as a retreat for travellers seeking space and authenticity.
Claude Sauter, general manager of The Slate, emphasised the campaign's business-driven approach: "A business strategy, not a branding exercise". The initiative aims to align digital visibility with real-world experiences, as over 80% of travel bookings now occur via mobile devices.
Key components include media familiarisation trips, digital short-form storytelling, a micro-publication on local culture and conservation, and a mobile-first marketing strategy.
The campaign’s roots trace back to a Bangkok leadership meeting, where Jeff Fongmool, CEO of MICE Magnet Asia, advocated for a unified identity for North Phuket. With contributions from place-branding expert Associate Professor Dr Viriya Taecharungroj, the campaign seeks to integrate narrative with visitor experience.
"Destination branding today is as much about lived experience as it is about perception," said Taecharungroj. "A campaign may attract bookings, but alignment with reality generates advocacy and repeat visitation."