Thailand’s South Coast Triangle fuels tourism and investment as travellers seek ‘next step’ destinations

As Banyan Tree Residences Sichon breaks ground in Nakhon Si Thammarat province, forward-thinking partners reveal vision for the exciting future of the beachfront destination

Thailand’s South Coast Triangle—an emerging confluence of international airports in Koh Samui, Surat Thani, and now Nakhon Si Thammarat—is fast becoming a key driver of tourism and investment along the Gulf of Thailand. A recent THB1.46 billion (USD43 million) investment into Nakhon Si Thammarat International Airport is accelerating this transformation, according to a new report from C9 Hotelworks released today.

As Asia’s leading tourism markets—such as Japan, with 36 million international visitors in 2024, and Thailand, with 35 million—see travelers seeking new luxury frontiers, the report underscores the necessity of expanding tourism beyond traditional destinations like Bangkok, Phuket, Pattaya, and Hua Hin.

“Airlift is the foundation of tourism growth, and Nakhon Si Thammarat’s access to three international airports provides a strategic advantage,” said Bill Barnett, Managing Director of C9 Hotelworks. “You can’t stay there if you can’t get there.”

New tourism and investment hotspot

The Nakhon Si Thammarat: Tourism, Hotel & Real Estate Market Update highlights that the province is already on the visitor radar, with 3.8 million arrivals from January to November 2024, an average hotel occupancy of 69 percent, and THB13.2 billion in tourism revenue.

With its untouched beaches, rich cultural heritage, and growing accessibility, Nakhon Si Thammarat is drawing comparisons to Phuket’s rise three decades ago—a transformation spearheaded by Banyan Group’s visionary founder, KP Ho, who pioneered Laguna Phuket by converting a disused tin mine into a new destination.

Now, the absolute beachfront Banyan Tree Residences Sichon is set to redefine Southern Thailand’s resort landscape. The project broke ground today at a ceremony attended by government officials, tourism leaders and executives from the developer Urasaya Property and Banyan Group.

“It reminds me of Phuket 30 years ago,” said Ravi Chandran, Executive Director Urasaya Property and former CEO of Laguna Phuket. “When Banyan Tree launched in Laguna Phuket, it set the stage for the tourism boom that continues today. I believe that Nakhon Si Thammarat is on a similar trajectory as people are realizing Thailand is not just a handful of locations. There are so many gems and they don’t get much better than in the Southern Triangle.”

A new destination landmark

Nestled along the pristine Sichon Beach, Banyan Tree Residences Sichon is introducing an exclusive collection of 15 private four- and five-bedroom pool villas. Designed with panoramic ocean views, contemporary interiors, and sustainable architecture, the development offers private boat transfers (45 minutes to Koh Samui), 24-hour concierge service, spa and wellness services and a beachfront clubhouse with a restaurant and bar. Pricing for a Single-Storey Beachfront Pool Villa is from THB85 million (approx. USD2.5 million) or a Two-Storey Ocean View Pool Villa from THB65 million (approx. USD1.9 million).

Banyan Living, the Group’s rental solution, further enhances the offering as owners can generate rental income by tapping into Group’s global distribution network, central reservations platform, and multilingual customer service, all supported by world-class hospitality services. In addition, through The Sanctuary Club, the signature property owners’ programme, owners can unlock preferential rates, and unique lifestyle offerings across the group’s global portfolio of hotels and resorts.

Stuart Reading, Managing Director of Banyan Group Property Development, said: “Banyan Tree Residences Sichon provides investors and luxury second-home buyers an opportunity to buy into an exceptional real estate development and an exclusive lifestyle with the quality guarantee of the Banyan Tree brand.”

The future of Nakhon Si Thammarat’s tourism market

With enhanced air connectivity, infrastructure development, and rising investor interest, Nakhon Si Thammarat is poised to become Thailand’s next high-end resort hub. The North-South Super Highway is further boosting domestic travel, while Thai real estate developers are turning their sights to Southern Thailand’s resort markets to attract discerning international buyers.

“With a new international airport, strategic connectivity, and strong investor confidence, Nakhon Si Thammarat is emerging as Thailand’s next frontier,” said Barnett.

For more information, please contact sichon.banyantreeresidences.com