Kerzner International, the Dubai-based luxury hospitality developer behind Atlantis and One&Only, is deepening its footprint in Asia with the announcement of Vana Som Botanical Resort in Chiang Mai, Thailand. Slated to open in 2029, the property will be the latest addition to the company's Rare Finds collection, which focuses on one-of-a-kind destinations in culturally rich settings.
The project marks a strategic move into northern Thailand, a region known for its mountainous landscapes, temple heritage, and growing appeal among high-end travelers seeking wellness and nature immersion. Chiang Mai has become a hotspot for luxury resort development, with several international brands eyeing the area for its potential to attract both leisure and residential buyers.
Expanding Rare Finds across Asia
Kerzner's Rare Finds brand was launched to identify exceptional opportunities in emerging and under-served destinations. With Vana Som, the company is betting on Chiang Mai's ability to draw discerning guests who value privacy, botanical surroundings, and authentic local experiences. The resort will include branded residences, a segment that has proven lucrative for luxury hotel groups in Asia.
In a statement posted on LinkedIn, Kerzner International CEO Philippe Zuber emphasized the project's role in the company's global growth strategy. “This project represents an exciting step in our global growth strategy, bringing together luxury hospitality and branded residences in a destination with significant potential. It also reflects our confidence in the continued growth of Rare Finds and the opportunities we see to expand the brand across Asia and beyond,” Zuber said.
The announcement follows a period of aggressive expansion for Kerzner, which has been diversifying beyond its flagship Atlantis brand. The company recently opened One&Only resorts in new markets and has been investing in wellness-focused properties to cater to post-pandemic travel trends. Vana Som is expected to feature extensive spa and wellness facilities, aligning with the botanical theme and the region's reputation for traditional Thai healing practices.
Zuber also highlighted the company's selective approach to development. “At Kerzner, our approach to expansion remains selective. We seek projects where we can combine the vision of our partners with our global reach, commercial strength and operational expertise to deliver lasting value,” he said. This philosophy is evident in the choice of Chiang Mai, which offers a unique blend of cultural authenticity and modern infrastructure, making it an attractive proposition for both hotel guests and residence owners.
The resort will be developed in partnership with local stakeholders, though specific details on the ownership structure and investment size have not been disclosed. Industry analysts view the move as a positive signal for Thailand's luxury tourism sector, which has been recovering steadily after the pandemic. The country welcomed over 28 million international visitors in 2023, and Chiang Mai has seen a resurgence in high-end travel interest, particularly from European and North American markets.
Kerzner's expansion into Chiang Mai also reflects a broader trend among luxury hotel groups to tap into secondary cities in Asia. While Bangkok and Phuket remain dominant, destinations like Chiang Mai, Ubud, and Luang Prabang are gaining traction for their lower density and stronger sense of place. This aligns with the growing demand for experiential travel, where guests seek deeper connections with local culture and nature.
The branded residences component is particularly noteworthy, as it allows Kerzner to generate revenue from real estate sales while building a long-term community around the resort. Similar models have been successful at properties like the Ritz-Carlton Residences and Aman Residences, which have seen strong demand in Asia. For Kerzner, this approach could help mitigate the risks associated with hotel operations while providing a steady income stream.
Vana Som is expected to create significant employment opportunities in Chiang Mai, both during construction and once operational. The resort will likely source local materials and employ local artisans, contributing to the region's economy. This aligns with Kerzner's stated commitment to sustainable development and community engagement, which has become a key differentiator for luxury brands.
The announcement has been met with cautious optimism by travel industry observers. While the 2029 opening is still several years away, the project signals confidence in the long-term prospects of Chiang Mai as a luxury destination. It also underscores the resilience of the high-end hospitality sector, which continues to attract investment despite global economic uncertainties.
For travel professionals, the development is worth monitoring as it could influence booking patterns and competitive dynamics in northern Thailand. Tour operators and agents may want to start familiarizing themselves with the Rare Finds brand and its positioning, as it could become a sought-after option for clients seeking exclusive, nature-focused experiences. As Kerzner continues to expand its portfolio, the company is likely to announce more Rare Finds properties in Asia, further shaping the luxury landscape in the region.
