Surin: playground of the rich and famous

Phuket has some of the best beaches in the world, and Surin Beach is the best-of-the-best.

Sandwiched between Bangtao Beach to the north and Laem Singh and Kamala Beaches to the south, Surin Beach has positioned itself as a five-star beach destination with a difference.

The beachfront is characterised by an eclectic mix of grass hut restaurants, high-end beach clubs, and everything in between.

You can buy somtam and BBQ chicken for less than 100 baht, or spend up to 300 baht on a cocktail. Soaking up the rays on the beach, you could find yourself lying next to an island resident, a millionaire or even a billionaire (although they are getting fewer), a jet-setter, a superstar or international royalty.

“Beach, hotels and high-end villas, plus the stunning seaside views from places like Catch have created a new type of beach club not seen in Phuket before,” says Bill Barnett, the managing director of hospitality consultants, C9 otelworks.  As Surin continues to develop it’s ‘cool’ aura, it is being compared to other hip hangouts around the globe such as Bali, Rio and Cannes. Surin Beach arguably ‘arrived’ with the opening of Amanpuri resort in 1988.

Located at the North end of the beach, on a cape between Surin and Bang Tao Beaches, Amanpuri shares the cape with The Chedi.  The Chedi was the first international-standard resort when it opened in 1982 as the Pansea Resort. The name was changed to The Chedi in 1995. Today, Surin is home to global brands such as Courtyard by Marriott, independent design hotels such as Twinpalms Phuket resort, and boutique resorts such as The Chava Resort.

Aman’s choice of Surin for it’s luxury villa resort has been a blessing for the Surin area at large.  Amanpuri’s draw has seen Surin entertain British royalty including Prince Andrew, Sarah Ferguson and Princess Eugenie, as well as numerous global music and film celebrities, leading lights of the business world, and fashion icon Kate Moss. In a recent survey by Surin Hill Development, found there were 975 rooms for rent in the area, ranging from guest houses to five-star luxury resorts, and professionally managed villa and condominium developments.

Prices start from as little as 600 baht per night and soar to as high as 350,000 baht per night in a top-of-the-line luxury villa. The trend in resort growth in Surin is a relatively new one.  Since 2004, 505 new rooms have opened, of which 120 are in privately owned villas and condominiums. The luxury villa/condominium component is a growing category of accommodation in Surin as real estate developments for part-time residents and investors grows.

In line with the trend in resort growth, real estate development has generally been of the luxury type.  Following Amanpuri’s luxury villas in 1988, real estate didn’t really start to make its mark until 1999 with the launch of Ayara Surin, which was followed in 2001 by Baan Thai Surin Hill, developed by the Surin Hill Development Company.

Both offered luxurious villas to an international clientèle and laid the groundwork for real estate growth in Surin. “We were one of the first luxury villa developers on Phuket and were breaking new ground at that time,” said Wanwipa Horbut, the managing director of the Surin Hill Development company. “We focused on a traditional Thai design suitable for today’s living style.”  According to Surin Hill Development’s survey, the current real estate inventory in Surin totals 665 units comprising 114 villas and 551 condominiums, not including the Amanpuri.

Of these 665 units, only 151 units (23 per cent) are currently offered as accommodation, with many launched since 2006 yet to come online. Despite an increase of development in Surin’s hinterland, Surin hill remains the popular location of choice for luxury developments.  It is estimated that the value of real estate on Surin hill is in excess of four billion baht.

To further cement Surin hill’s position, Surin Hill Development recently launched, The Quarter, a complex of luxury condominiums on the hill with expansive sea views. “This is a condominium development, on the lower part of Surin Hill, with sea views out to Bang Tao Beach from every unit,” said Khun Wanwipa. “This is our first condominium project and is a tropical contemporary design with contemporary Thai decoration.

“Initial feedback has been very positive and since our official launch in February, we sold a number of the units with reservations on others,” he said. The Quarter condominiums include three bedroom units, and two storey two-bedroom duplexes and studios.  Prices range from 7.8 million baht up to 24.5 million baht. Due to the nature and topography of Surin area, developable land is scarce which will limit resort and real estate development in the future.
This means the area is likely to retain its position as a playground for the world’s rich and famous.

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