Global competition for tourists, and the money they spend, is as strong as it’s ever been. Access to information on the internet and easier transport links have opened the world up to those willing to travel.

Samui is only a small island in the Gulf of Thailand and yet the world’s biggest hotel groups are queuing up to open showcase resorts here; supermarkets and retail chains are appearing everywhere you look; large international companies are investing in real-estate projects; the airport has recently expanded to cater for increasing visitor numbers; there are constant rumours of superstars from sport, music and film being linked to the island; and individuals are always searching for holiday homes, or a permanent move to Samui to work or retire. All of this continues, despite some complaints about the infrastructure and, the opinion of some, that it’s easier to live in other countries. So, why do they come? What is the attraction with Samui?

Well, the reasons for everyone will be different; many aspects of the island can combine to create the ideal situation to suit each individual’s needs. The island’s diversity may well be one of the major attractions as all nationalities, cultures, classes and religions seem to live side-by-side in total harmony.

It’s a small island and so, for those that live here, you’re always seeing people you know, whether it’s in a restaurant; out shopping; or even just getting around. Familiarity definitely helps to create a feeling of comfort and it’s one of the reasons why people always appear relaxed and happy. When you meet someone you know you generally smile at them, so when you meet one after the other you tend to smile a lot. This can have many benefits including reducing your stress levels and promoting a more relaxed atmosphere. Happiness can be infectious; if you’re always smiling, those around will usually reciprocate.

The size of the island also means that you’re never far from where you want to be and so the stresses of travelling from A-to-B, or being late for appointments are never really an issue.

Samui has always had a unique, indescribable atmosphere which is probably the culmination of all of the island’s individual little charms working together. One aspect that separates Samui from other places is the method of the island’s development. In pretty much all other popular destinations the tendency has been for developers to go upwards. High-rise apartments, hotels and department stores can all change the nature, and aesthetic appeal, of a destination; especially on a tropical island.

Fortunately, the government has done everything possible to maintain the atmosphere and appearance without preventing the island’s evolution. In fact, the development of the island has been on an incredible scale. But tight building regulations and the introduction of even stricter zoning laws have ensured that the small-island feeling has remained throughout. The lack of high-rise buildings is important for the future of tourism on Samui as many people are attracted here because of that distinction and the effect it has on the overall ambience.

Sympathetic, and sensible, development has changed the face of Samui without losing its aesthetic appeal. It’s replaced one form of beauty with another. Take two of the newer large scale developments for example, Samui Town Centre and the BigC shopping complex. Here you have two big projects that have been built on land previously occupied by palm trees, and yet a great deal of care has been taken to sustain a tropical feel; the design, style of architecture and landscaping has produced something that has its own beauty and will certainly enhance the island’s popularity. Not to mention improving the quality of life.

Protecting the natural beauty of the island is of paramount importance for the future. And, it’s probably the first thing most people will notice. Fantastic stretches of white sandy beaches and densely forested mountains are both littered with interesting and varied rock formations that are universally attractive and create picture-perfect scenes all around Samui. The climate is pretty impressive, too, with good year-round temperatures and no real monsoon to speak of. In summary, Samui has ample sunshine and just enough rain throughout the year to keep the green tropical appearance.

Low crime rates, the low cost of living and still relatively low prices for property all encourage people to visit, relocate or invest here.

Samui’s metamorphosis from a secret backpackers’ haven to a top luxury destination is almost complete. And the associated lifestyle choices have increased with the changes. The island now offers many lifestyle opportunities. It’s the sophisticated luxury living with fine-dining; trendy bars and clubs; private yachts and jets; exclusive designer shopping; and world leading luxury villas that’s the main lifestyle currently being promoted on Samui. And it’s all here. But don’t panic if that’s not your scene. Samui still gives people the opportunity to have a less extravagant and expensive existence. For example, people who come here for the simple life, on a small budget, will be equally satisfied with life on the island.

For investors, the attractions are clear; Samui has a big future in high-end tourism. An expansion of the airport and the opening of hotels such as Conrad and Four Seasons confirm how far the island has come, and where it’s heading. And Samui’s airport linking directly with so many South-East Asian destinations makes it an obvious stop-over for anyone visiting the region.

People like to have choices, whether they are a tourist; an individual or couple looking for a holiday home; someone relocating here to work, or retire; or a big company looking for an investment with a considerable guaranteed return. Whatever it is you’re looking for, Samui will give you options. Surprisingly, for a small island, it has outstanding choices in all areas: beaches, accommodation, dining, shopping, nightlife, property, and lifestyle.

So, ultimately, it is the diversity of Samui that makes it so attractive to such a wide market. The ability to give people what they want, and have something to please everyone, is priceless. And it’s what has always encouraged visitors to return year after year. Many other locations around the world benefit from great beaches, impressive facilities, a friendly atmosphere, good transport links, or a low cost of living. But there are few other places, if any, that have all of these winning factors?