Turkish hospitality brand Rixos is set to open its first all-inclusive resort in Thailand, marking a significant step in the group’s expansion beyond its traditional strongholds in the Mediterranean and the Middle East. The new property, to be located in Mai Khao, Phuket, is scheduled to launch in September 2026, according to details released by the brand’s parent company, Ennismore.
The resort will be developed in partnership with Central Group Capital, the investment division of Central Group, one of Thailand’s largest and most influential conglomerates with interests spanning retail, property and hospitality. The tie-up gives Rixos a strong local partner as it enters one of Southeast Asia’s most competitive luxury tourism markets, while offering Central Group access to an internationally recognised resort brand with a loyal following in the Gulf and Europe.
Phuket, and Mai Khao in particular, is one of Thailand’s most sought-after beachfront destinations, drawing high-spending international travellers year-round. By establishing a presence there, Rixos positions itself to compete directly with established all-inclusive operators that have long dominated the region’s upscale resort segment.
All-Inclusive, All-Exclusive Model
The Phuket property will carry forward Rixos’s signature “All-Inclusive, All-Exclusive” concept, a format the brand has used to differentiate itself from conventional all-inclusive resorts by combining comprehensive guest packages with immersive entertainment programming and premium beachfront amenities. The model has proven popular at Rixos properties across Turkey, Egypt and the UAE, and its introduction to Thailand suggests the company sees demand for a similar experience among travellers in Asia.
The move is part of a broader growth push by Ennismore, which has positioned itself as one of the fastest-expanding lifestyle hospitality companies globally. The Rixos brand, along with sister brands under the Ennismore umbrella, has been rolling out new properties across multiple continents in recent years as the company seeks to diversify its geographic footprint beyond its founding markets.
For Rixos, a brand closely associated with resort destinations in the UAE, Saudi Arabia and wider Gulf region, the Thailand launch represents a notable diversification away from its core Middle Eastern customer base. The brand currently operates a number of properties across the UAE and has built strong recognition among Gulf travellers, many of whom have come to associate the Rixos name with beach resort holidays closer to home.
Why It Matters for the Gulf
While the new resort itself sits outside the UAE and wider GCC, its development carries relevance for regional investors and the travel industry. Ennismore’s expansion strategy illustrates how hospitality groups with deep roots in the Gulf are increasingly looking toward Asian markets to sustain growth, a trend that industry watchers in the UAE are likely to monitor closely given Ennismore’s ties to the region through its ownership structure and existing portfolio.
The Phuket project also underscores the growing appetite among conglomerates such as Central Group to bring internationally established resort brands into their home markets, a dynamic that mirrors similar partnerships seen in the Gulf’s own hospitality sector. For GCC-based travellers, the new resort could eventually offer a familiar brand experience in a new destination, extending Rixos’s reach at a time when outbound tourism from the region continues to grow.
No further details on room inventory, investment size or additional Rixos properties planned for the region have been disclosed at this stage.
