Phuket's property story is no longer confined to the areas that have already become internationally famous.
Bang Tao. Cherng Talay. Kamala. Surin. Rawai.
These markets have developed strong identities, established infrastructure and international buyer recognition.
But Phuket is an island with limited developable land, rising land values and infrastructure that continues to evolve.
So the more interesting question is not simply:
“Which area is popular today?”
It is:
“Where could the next layer of Phuket’s development emerge?”
According to Krungsri Research's August 2026 housing outlook, infrastructure investment, the revised city plan, expanding air connectivity and changing residential demand could support development beyond traditional coastal locations. The report specifically identifies central Phuket and the eastern coastline as areas where residential development could expand, while highlighting Pa Khlok as an emerging location of interest.
THE NEXT OPPORTUNITY MAY NOT LOOK LIKE THE LAST ONE
Phuket's established luxury markets have already experienced significant development.
Between 2022 and 2024, much of the new residential development was concentrated in high-potential locations such as Bang Tao, Cherng Talay and Kamala.
These areas benefit from an existing ecosystem:
• International hotels
• Restaurants and retail
• Beaches
• International schools
• Wellness facilities
• Established residential communities
• International buyer awareness
That ecosystem is difficult to replicate.
But it also means investors looking for future opportunities need to look beyond today's established hotspots.
The next development cycle could increasingly involve locations where land remains available and where infrastructure or planning changes can alter the area's role within the island.
INFRASTRUCTURE CAN CHANGE THE MAP
One of the strongest signals to watch is connectivity.
Phuket International Airport's Phase 2 expansion is planned to increase passenger-handling capacity from 12.5 million to 18 million passengers annually. Other planned infrastructure includes the Kathu–Patong Expressway, Muang Mai–Koh Kaew Expressway and a proposed light-rail connection between the airport and Chalong.
These projects do not automatically mean property prices will rise.
But they can change how people move across the island.
And when accessibility changes, development patterns can change with it.
A location that previously felt distant from established lifestyle centres may become more connected to employment, schools, tourism, retail and other residential communities.
That is why infrastructure should be viewed as a development signal rather than an investment guarantee.
PA KHLOK: A LOCATION TO WATCH
Among the areas identified in current research, Pa Khlok stands out.
Krungsri Research describes Pa Khlok as an emerging area of interest for residential development and notes that developers are increasingly looking toward central Phuket and the eastern coastline as land becomes more constrained in traditional locations.
Pa Khlok is fundamentally different from the established west-coast luxury markets.
Its appeal is not based simply on being another Bang Tao.
Instead, its potential story is connected to:
• Land availability
• Eastern Phuket connectivity
• Access to nature and coastal areas
• Expansion of residential development
• Longer-term infrastructure
• Its position within the broader Phuket urban network
The important point is that Pa Khlok is an emerging development story, not an established luxury market equivalent to Bang Tao or Cherng Thale.
That distinction matters.
CENTRAL PHUKET COULD BECOME MORE IMPORTANT
Another important development is the potential expansion of residential activity toward central parts of the island.
Krungsri Research expects infrastructure investment and changes associated with the revised city plan to encourage development beyond traditional coastal areas.
The revised city plan is particularly important because changes to zoning, building regulations and allowable development intensity can influence where developers acquire land and what types of projects become feasible.
However, planning changes are complex.
Not every area affected by a new plan will automatically become a successful property market.
The real question is what happens when:
Infrastructure
Planning
Land
Demand
Amenities
begin to align.
PASAK, BANG JO & PHRU CHAMPA
The next layer of Phuket's residential development may also appear around existing communities rather than entirely new destinations.
Krungsri Research identifies locations including Pasak, Bang Jo and Phru Champa among areas where luxury residential supply is expected to continue expanding.
These locations are particularly interesting because they sit within the broader northern lifestyle ecosystem surrounding Cherng Thale and Bang Tao.
That means the opportunity is not necessarily about creating a completely new destination.
It can also be about the gradual expansion of an existing one.
As established lifestyle centres become more expensive and land becomes harder to find, surrounding areas can attract new residential projects.
But again, proximity alone is not enough.
The quality of roads, surrounding amenities, project positioning, land characteristics and actual buyer demand still matter.
BANG TAO AND CHERNG THALE: THE ESTABLISHED BENCHMARK
It would be a mistake to interpret “emerging areas” as meaning established markets are no longer relevant.
Quite the opposite.
CBRE reported in August 2026 that Bang Tao and Cherng Talay remained among Phuket's most sought-after condominium locations based on its H1 2026 transaction data, with international buyers accounting for 67% of purchasers in its transactions.
This provides an important benchmark.
Emerging areas have to compete with locations that already possess:
• International recognition
• Established infrastructure
• Strong hospitality presence
• Retail and dining ecosystems
• Existing communities
• Buyer liquidity
The future opportunity may therefore not be about replacing today's prime markets.
It may be about identifying the areas that can connect into them.
THE REAL QUESTION: WHAT IS DEVELOPING AROUND THE PROPERTY?
This brings us back to the central idea of PHUKET 360°.
A property does not exist in isolation.
It exists inside a destination.
When evaluating an emerging area, look beyond the property itself.
Ask:
What infrastructure is planned?
What infrastructure already exists?
How easy is access to established lifestyle centres?
What is happening with land availability?
What does the city plan allow?
Who is already buying or living nearby?
What amenities are developing?
What competing supply already exists?
Is there genuine end-user demand?
Is the investment thesis based on current fundamentals or only future expectations?
These questions can reveal much more than simply looking at a property brochure.
INVEST • LIVE • DISCOVER • FUTURE
INVEST
Emerging areas can offer a different supply-and-land story from established luxury locations, but they require deeper due diligence. Current research also highlights oversupply in certain Phuket locations, meaning location alone does not eliminate market risk.
LIVE
The next residential corridors will need more than houses.
Long-term residents need schools, healthcare, supermarkets, restaurants, connectivity, recreation and community.
DISCOVER
Some emerging areas offer a different experience of Phuket — less concentrated, more local and potentially closer to the island's natural and cultural environments.
FUTURE
This is where infrastructure, planning and urban expansion become important.
The Phuket of tomorrow may not have exactly the same development map as Phuket today.
THE 360° TAKEAWAY
The next investment opportunity is not necessarily the place with the biggest headline.
It may be the location where several smaller signals begin to align.
Infrastructure.
Land.
Planning.
Connectivity.
Lifestyle.
Demand.
Development.
And most importantly — people.
The key lesson from EP04 is simple:
Don't just ask where Phuket is expensive today. Ask where Phuket is changing.
That is where the next chapter of the island's property story may begin.
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NEXT EPISODE
PHUKET 360° EP05
Luxury Villas vs Branded Residences
Two of Phuket's most prominent luxury property formats — and what actually separates them.