Knight Frank Chartered (Thailand) Co Ltd

THB 200–300 Million Villas Are Becoming a Reality in Phuket’s Luxury Property Market, Driven by Global Wealth Demand

Bangkok, June 2026 – Phuket’s residential property market continues to benefit from the recovery of the tourism sector, the expansion of the long-stay resident population, and sustained demand from international investors and overseas buyers. However, market performance is becoming increasingly differentiated across property segments, with the luxury villa market continuing to demonstrate strong momentum despite growing competition across the broader residential sector.

According to Knight Frank Thailand, Phuket’s villa market recorded a cumulative supply of 7,789 units in 2025, with 631 new units sold during the year, representing a 12.9% increase compared to the previous year. In contrast, the condominium market, which has a significantly larger cumulative supply of 42,061 units, recorded 4,455 unit sales, down 24.8% year-on-year. The diverging performance highlights the resilience of demand within the high-end residential segment, even as buyers in the broader market become increasingly selective.

One of the key drivers behind the villa market’s continued growth is sustained demand from affluent buyers seeking luxury holiday homes, long-term residences, and high-quality investment assets. Demand remains particularly strong in Phuket’s prime west coast locations, which continue to attract both domestic and international purchasers.

In terms of pricing, Phuket’s villa market has firmly entered the ultra-luxury category. Layan recorded the highest average villa selling price at approximately THB 285 million per unit, followed by Bang Tao at THB 255.8 million per unit and Kamala at THB 234.3 million per unit. These price levels are comparable to those seen in luxury resort residential markets across some of the world's most established lifestyle destinations.

The figures suggest that villas priced between THB 200–300 million are no longer a niche product within Phuket’s residential market. Instead, the segment is becoming an increasingly established part of the island’s luxury property landscape, supported by demand from high-net-worth individuals (HNWIs), international investors, and buyers seeking long-term wealth preservation through premium real estate assets.

From a location perspective, Cherng Talay remained the strongest-performing villa market in 2025, accounting for 19.9% of total villa sales, followed by Pru Jampa at 13.9% and Bang Jo at 13.4%. These figures demonstrate that buyer demand continues to be concentrated in areas offering close proximity to beaches, lifestyle amenities, and Phuket’s established tourism infrastructure.

At the same time, new villa development activity has increasingly expanded into locations such as Si Sunthon and Thalang. Si Sunthon accounted for 18.1% of all newly launched villa supply during the year, followed by Thalang at 17.8% and Bang Jo at 16.3%. This trend reflects the growing scarcity of developable land and rising land costs within Phuket’s prime coastal locations, encouraging developers to explore emerging areas that can support future growth.

Nattha Kahapana, Partner – Managing Director at Knight Frank Thailand, said, "One of the most notable trends in Phuket’s residential market today is the continued strength of the luxury villa segment. Despite increasing competition across the broader market, demand from affluent buyers remains resilient, particularly for properties that offer long-term lifestyle value, privacy, and wealth preservation potential."

"Phuket is no longer competing solely with other destinations within Thailand. It is increasingly being benchmarked against leading resort and second-home markets across the region and globally. Many buyers now view Phuket not only as a holiday destination, but as a place to live, invest, and allocate long-term wealth."

Knight Frank Thailand believes Phuket’s luxury villa market will continue to expand in the years ahead, supported by the recovery of international tourism, the growth of the long-stay resident segment, and sustained demand from international buyers seeking high-quality residential assets in one of Asia-Pacific’s leading lifestyle and investment destinations.