Big picture: Phuket’s villa market in H1 2025
Phuket remains one of Southeast Asia’s top destinations to buy, sell or rent luxury villas. However, data from the first half of 2025 shows a more selective market, with higher supply in some segments and more cautious, better-informed demand.
“In 2025, Phuket’s villa market is no longer ‘everything sells’: the winners are those who understand the data, the segment and the location.”
This article summarises the most relevant figures and what they mean for you if you are planning to invest, sell your villa or run a vacation rental business in Phuket.
New villa supply in H1 2025
In the first half of 2025, developers launched around 33 new villa projects, totalling about 397 units. The geographical distribution is very clear:
Roughly 40.8% of these new projects are located on the northern west coast of the island.
Areas such as Bang Tao, Cherng Talay and Kamala are leading the way thanks to:
High-quality beaches.
Good infrastructure and nearby services.
A strong perception of exclusivity and safety for foreign buyers.
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Price segments
Most new launches are positioned in the 15–35 million THB range, a mid-premium segment:
Attractive for buyers looking for luxury villas but not yet in the ultra-luxury bracket.
Interesting for:
Investors who want to buy to rent (vacation rental yields).
Families seeking a second home with rental upside.
Buyers who plan to resell in the future if the market moves in their favour.
Signs of slower launches
While absolute numbers are high, the trend is more moderate:
New villa launches have dropped by roughly 30% quarter-on-quarter.
Year-on-year, the decline in some sub-segments is around 40%.
The top-end segment (above roughly 35–40 million THB) holds a substantial share of the unsold inventory.
For high-ticket buyers, this can translate into better negotiation power. For sellers, especially in the ultra-luxury space, it means adjusting both price expectations and time-to-sell.
Tourism seasonality: crucial for rentals
High season in Phuket is concentrated between November and April, with peak periods around:
Christmas and New Year.
Chinese New Year.
Easter and other international holidays.
For the villa rental market, this implies:
Very strong occupancy during high season.
Softer months for the rest of the year, when it becomes key to:
Adjust nightly rates.
Promote longer stays.
Attract digital nomads and semi-residential guests.
If you are buying a villa to rent out, your business model should include:
Optimistic scenarios (solid occupancy in high and mid-season).
Conservative scenarios (almost all performance concentrated in high season).
Thailand’s macro environment in 2025
In 2025, Thailand faces a softer-than-expected economic backdrop:
International arrivals have shown a mild decline compared to the previous year.
GDP growth forecasts have been revised down to somewhere around 2%.
Key sectors such as tourism and exports are expanding, but not as strongly as many hoped.
What does this mean for the villa market?
Less speculative euphoria: projects are being analysed more carefully and fewer units are bought “blindly”.
More opportunities for patient buyers looking for:
Discounts.
Flexible payment terms.
Resale villas from owners who need liquidity.
For sellers, the key is to position the villa correctly:
Realistic pricing according to area and build quality.
Strong visual marketing and online presence.
Transparent information about historical rental performance (if applicable).
Who is buying in Phuket?
Phuket’s villa market is still highly international. Among the most active buyers you will find:
Europeans seeking a sunny second home.
Investors from the broader Asia-Pacific region.
Specific markets such as Russia and China remain present, though with their own cycles and levels of activity.
One important point: today’s buyers are far better informed:
They compare areas: Bang Tao vs. Kamala vs. Rawai.
They look closely at price per m² vs. distance to the beach.
They ask detailed questions about vacation rental potential and professional management.
If you want to sell your villa, you should be ready to show data:
Historical occupancy if you have been renting it out.
Gross and net income figures.
Running costs: maintenance, common fees and management.
Opportunities by profile
If you want to buy a villa in Phuket
Focus on the 15–35M THB segment, where supply is solid and demand is still active.
Prioritise:
Location (west coast, consolidated areas).
Developer reputation and track record.
Ease of setting up professional rental management.
If you want to sell your villa
Be realistic on price, especially in the high-end segment.
Prepare your property to stand out:
Good overall condition.
Professional photography.
Clear, transparent information on running costs and rental performance.
If you are only interested in renting
The areas with most new projects (Bang Tao, Cherng Talay, Kamala) are likely to remain highly demanded.
Look for villas with:
Turn-key professional management.
Good access to beach, restaurants and essential services.
Conclusion: a demanding market, but with real opportunities
Phuket’s villa market in 2025 is shifting into a more mature phase:
Not everything sells at any price anymore.
The winning investors are those who:
Understand the numbers.
Choose the right location.
Work with local professionals.
If you are thinking about buying, selling or renting a villa in Phuket, this may be a good time to negotiate calmly, benefit from the adjustment in supply and build a medium- to long-term strategy.
Want help buying, renting or selling a villa in Phuket? Contact us.
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