SET-listed hospitality company Dusit Thani is set to develop a 2-billion-baht branded residential project in Hua Hin, leveraging 114 rai of land where the Dusit Thani Hua Hin hotel is located. The development, named Dusit Ajara Hua Hin, will consist of 96 units offered under a 60-year leasehold agreement, with the official launch scheduled for next month.
According to Suphajee Suthumpun, group chief executive, the project will occupy 20 rai along Phetkasem Road, separate from the beachfront portion of the property. She noted that Dusit Ajara Hua Hin will be the first Thai-branded residence in the area. While pricing details were not disclosed, she indicated that leasehold rates would be more affordable than freehold branded residences, which typically range between 200,000-250,000 baht per square metre. Non-branded freehold units in the area are priced from 120,000-180,000 baht per square metre.
The development will feature seven low-rise buildings, including three six-storey towers with a maximum of 20 units each and four three-storey buildings with 10 units per structure. Thai buyers are expected to comprise 60% of purchasers, reflecting strong domestic demand in Hua Hin’s property market. The remaining 40% is anticipated to come from foreign buyers, primarily from Scandinavian countries, who favour the coastal city for extended stays.
Construction of the residences will commence next year, with completion projected for 2028. A sales gallery is currently under construction in Hua Hin to support the launch. The company’s recent investment in the Dusit Central Park mixed-use development, which includes the Dusit Thani Bangkok Hotel and residential, retail, and office spaces, has seen strong sales, with more than 90% of the residential units sold.
