For Phuket property watchers, the numbers tell a clear story about where developer confidence is moving. Sansiri, one of Thailand’s largest SET-listed developers, has announced plans to launch 40 billion baht worth of new Phuket projects between 2027 and 2030. That figure matches the company’s total development value in Phuket over the past 15 years.
The announcement signals more than growth. It points to a structural shift in who is buying Phuket property and what type of property they want.
Poomchai Mattayompoppinyo, managing director for Sansiri’s southern project development, told the Bangkok Post that foreign buyers now represent 50% of the company’s Phuket sales in the first half of this year, up from a previous split of 70-75% Thai buyers and 25-30% foreigners. Russian and Chinese buyers remain the largest foreign customer groups.
Why the shift matters for Phuket property
The increase in foreign buyer share is not just a sales statistic. It is reshaping Sansiri’s product strategy, location priorities and delivery model.
The company’s new four-year plan will focus heavily on beachside and beachfront pool villas, the property type most in demand among foreign buyers. Sansiri has already secured more than 10 land plots in prime beachfront areas including Nai Yang, Bang Tao, Surin, Karon and Rawai.
The shift also explains the company’s decision to change how it delivers pool villa projects. Sansiri’s first Phuket pool villa development, The Tales Story One – Bangjo, will be completed before sales launch in the second half of 2026. Buyers will see the finished product before committing.
“Pool villa demand is strong but buyers are increasingly concerned about construction quality and delivery delays,” Mr Poomchai said.
That delivery model is a direct response to foreign buyer concerns about off-plan risk in markets where construction timelines, quality standards and legal recourse may differ from their home countries.
What the figures actually show
Sansiri entered Phuket in 2011. Since then it has developed around 10,000 residential units, including condos and low-rise houses, with a combined project value of 40 billion baht.
The new four-year plan from 2027 to 2030 will launch 30 projects worth 40 billion baht: 17 condo projects valued at 25 billion baht and 13 low-rise housing projects worth 15 billion baht.
In the second half of 2026, seven projects worth a combined 10 billion baht will launch, including four condo developments in Cherng Talay, Phuket Town, Patong and Rawai, and three pool villa projects in Bangjo, Pa Sak and Phru Jampa.
The company has also upgraded its 2025 Phuket sales target from 5 billion baht after recording 3 billion baht in the first half, up from 2.3 billion baht year-on-year.
The pool villa rental economics
Sansiri’s first pool villa project, The Tales Story One – Bangjo, is located in the Bangjo-Cherng Talay area and comprises 13 units priced from 45 million baht. Each villa sits on a land plot of 140-150 square wah with usable space from 400 square metres and three bedrooms.
According to Mr Poomchai, luxury pool villas of this size typically command monthly rents of 300,000-400,000 baht under one-year lease agreements. During Phuket’s peak tourism season from December to February, some owners lease their properties for only three months, earning 600,000-900,000 baht per month.
Those figures help explain why buyers of pool villas comprise both foreigners seeking a Phuket base and Thai investors seeking rental income from foreign tourists.
Local demand still part of the strategy
While foreign buyers and overseas investors are now a key target, Sansiri will continue developing projects for local residents and people relocating to Phuket for work.
Projects targeting local demand will be located in key business districts, including areas around Central Phuket, Kathu, Koh Kaew near the British International School Phuket, the emerging Bang Tao business district and Pa Klok.
Sansiri is also returning to Patong Beach with a new project a decade after launching its first development there.
What the scale means for Phuket supply
A 40-billion-baht pipeline from a single developer over four years represents substantial new supply, especially in the luxury pool villa segment where land, construction costs and regulatory complexity create natural limits on volume.
The question for Phuket property buyers and investors is not only whether demand can absorb the supply, but whether other developers will follow a similar strategy, and whether beachfront land prices will continue rising as competition for prime plots increases.
Sansiri’s decision to secure more than 10 beachfront land plots before announcing the four-year plan suggests the company expects land values in those locations to appreciate.
Frequently Asked Questions
What does Sansiri’s 40-billion-baht Phuket plan include?
Between 2027 and 2030, Sansiri plans to launch 30 new Phuket projects worth 40 billion baht, comprising 17 condo projects valued at 25 billion baht and 13 low-rise housing projects worth 15 billion baht. The plan focuses on beachside and beachfront pool villas targeting foreign buyers.
Why is Sansiri completing pool villas before launching sales?
Sansiri will complete its first pool villa project before launching sales to address foreign buyer concerns about construction quality and delivery delays. Buyers will see the finished product before committing, reducing off-plan purchase risk.
How much have foreign buyers increased in Sansiri’s Phuket sales?
Foreign buyers now represent 50% of Sansiri’s Phuket sales in the first half of 2025, up from a previous split of 70-75% Thai buyers and 25-30% foreigners. Russian and Chinese buyers remain the largest foreign customer groups.
What rental income can Phuket pool villas generate?
According to Sansiri, luxury pool villas of 400+ square metres typically command monthly rents of 300,000-400,000 baht under one-year lease agreements. During peak season from December to February, some owners lease properties for three months at 600,000-900,000 baht per month.
Which Phuket areas are attracting the strongest foreign demand?
Locations attracting the strongest foreign demand include Nai Yang, Bang Tao, Surin, Karon and Rawai beaches. Sansiri has secured more than 10 land plots in these prime beachfront areas for future development.
Sources
- Bangkok Post — Sansiri targets B40bn of Phuket projects as demand grows — link
