Rixos to Launch First Thailand All-Inclusive Resort in Phuket

Rixos Enters Thai Market with Phuket Resort

Ennismore and Central Group Capital will introduce the Rixos luxury all-inclusive concept to Thailand with the Rixos Water World Phuket, scheduled to open in 2028. This development marks the brand's first luxury all-inclusive property in the country, forming part of Rixos' broader expansion strategy across Asia.

Ennismore stated that Phuket was a natural choice for the Rixos experience-led model, citing the island's established international leisure appeal, diverse culture, coastline, dining, and entertainment options.

François Baudin, Chief Business Officer for Rixos and the ALL Inclusive Collection, noted that bringing Rixos to Thailand is an important step in expanding the luxury all-inclusive offering across the region.

Resort Features and Amenities

The Rixos Water World Phuket will offer more than 600 guestrooms and villas. Guests will have access to five distinct food and beverage venues, a Kids Club, and a Teens Club. A key attraction will be an integrated waterpark designed for all ages.

For those seeking active pursuits, the resort's Exclusive Sports Club will feature a fully equipped indoor gym, a multifunctional space for group classes, an outdoor jungle gym near the beach, and multiple sports courts. The resort also plans to include one of Phuket's largest event facilities, catering to both leisure and business travellers.

Strategic Location and Market Appeal

Situated along the tranquil shores of Mai Khao, the Rixos Water World Phuket will be within easy reach of popular areas such as Patong Beach, Bang Tao Beach, and the cultural streets of Old Phuket Town. Soravit Chairoj, Managing Partner and Co-head of Central Group Capital, stated that Phuket remains one of Asia's most compelling long-term tourism and hospitality markets.

He added that the Rixos Water World Phuket will introduce a differentiated all-inclusive concept to Thailand, broadening the island's appeal to families and international travellers seeking experience-led resorts.

Implications for Asian Travel Market

The opening of Rixos Water World Phuket in 2028 demonstrates the brand's commitment to expanding its luxury all-inclusive presence across Asia. This follows the planned opening of Rixos Phu Quoc Vietnam later this year, in 2026. This expansion introduces Rixos' immersive, experience-led approach to new audiences in Southeast Asia.

The introduction of such a large-scale, all-inclusive resort concept in a mature market like Phuket could drive increased competition among luxury hospitality providers, potentially influencing offerings and pricing for international and regional travellers seeking comprehensive holiday packages in the coming years.