The Phuket real estate market is experiencing growth driven by increasing foreign demand, long-term residency trends, and a total investment plan exceeding 14 billion USD (450 billion Baht). Phuket is evolving into a destination for long-term living and lifestyle, a trend reflected at the inaugural Phuket Real Estate Forum 2025 held at SAii Laguna Phuket, attended by over 300 industry leaders.

From the beginning of the year until September 2023, Phuket International Airport welcomed a total of 6.3 million passengers, comprising 3.8 million international tourists and 2.4 million domestic travelers. This marks a 0.7% growth from the previous year and a significant 9.2% increase in the first quarter, driven by strong foreign demand.

In terms of real estate, there are currently 43,481 primary residential units, with an additional 5,208 hotel rooms set to open between 2026 and 2028, bringing the total number of rooms to 102,109 within four years. This indicates that Phuket is becoming a prominent luxury lifestyle and investment destination in Asia.

The Phuket Real Estate Forum 2025, organized by C9 Hotelworks in collaboration with Delivering Asia, FazWaz/Dot Property Group, ThirdHome, Creative Concept AV, and the Phuket Hotels Association, served as a platform to discuss investment trends, lifestyle, and design that will shape Phuket's future.

Bill Barnett, Managing Director of C9 Hotelworks, stated, "Phuket is becoming a 'safe haven' for foreign capital in Asia, not only growing from the volume of tourists but also from the changing quality of demand, with India surging by 47% and Russia remaining the top source. Additionally, the Average Daily Rate (ADR) has increased by 8-10%, even though occupancy rates have slightly declined. These figures clearly reflect that Phuket is entering a stronger and more sustainable new era of resort economy."

Ms. Prawpud Lipthapallop, Managing Director of Proud Real Estate Public Company Limited, the developer of The Residences at InterContinental Phuket Resort valued at 77 million USD, remarked, "International buyers today have more complex demands and prioritize quality, lifestyle, and details more than ever. Phuket has grown into a global residential destination, and modern buyers seek well-being, meticulous design, long-term community living, and branded residence projects that can reliably meet these needs with consistent standards."

Furthermore, Mr. Thitiwat Kuvisitsuwan, CEO of Capstone Asset Co., Ltd., added, "Lifestyle-driven projects are setting new standards for investment in this era. Buyers are no longer just looking at the size of the space but value authenticity, nature, wellness concepts, and thoughtfully designed projects. The new wave of development in Phuket is therefore driven by lifestyle rather than just the buildings themselves."

Design leaders from Gardens of Eden, BLINK Design Group, and Sudara Residences Phuket all agree that the industry is entering a new era that emphasizes placemaking, sustainability, and project development that harmoniously integrates with Phuket's natural environment.

Another highlight was the participation of ThirdHome, the world's largest luxury home exchange platform, which launched in the region for the first time. Wade Shealy, founder and president, stated, "Today's second-home buyers want more than just property ownership; they seek flexibility, seamless travel experiences, and access to a global community. By integrating ThirdHome into projects, Phuket developers can transform properties into a 'global passport,' adding value for buyers and helping projects stand out in an increasingly competitive premium market." ThirdHome is focusing on Southeast Asia as developers rush to adapt to the needs of the new generation of high-net-worth buyers.

Industry leaders and experts, including Mr. Boon Yongsakul, President of Boat Pattana, and Ms. Adeline Phua, Managing Partner of lyf under The Ascott Limited, exchanged views on the fundamental factors driving significant changes in the real estate market, such as advancing drainage systems, expanding water supply, new expressways, waste management, and airport expansion plans to accommodate growth in the coming decade.

New trends such as co-living, serviced apartments, homeshare platforms, rent-to-own models, and cryptocurrency-supported transactions all reflect that Phuket is moving towards a more complex and diverse real estate ecosystem.

The Phuket Real Estate Forum 2025 is part of The C9 Sessions, aimed at educating industry professionals, stimulating innovation, and promoting cross-sector collaboration. With over 300 participants, this inaugural event provided insights into the significant transformation of the resort economy in Asia, being redefined from the ground up through the integration of real estate, services, finance, and design.