And it carries a premium, which many foreigners are prepared to pay when choosing a good town to settle down, as Hua Hin has found.

This relatively peaceful seaside enclave has attracted many retirees because it has somehow escaped much of the commercial degradation that has ruined many parts of Thailand. Red Lotus, a wholly owned subsidiary of Sansiri, has recently launched Busaba Hua Hin as its first project there.

The 7-rai estate offers 23 pool villas with freehold titles for Thai buyers and 60-year lease terms for foreign buyers. Prices start from Bt 6.5 million. Cobby Leathers, the sales and marketing head of the firm, says Busaba's homes are built on plots of 106 square wah to 139 square wah.

"They are a cut above the average bungalows," he says. "All the homes have swimming pools.

"The villas are all equipped with five air-conditioners, a kitchen and built-in furniture," says Leathers.

Its location inland from Hua Hin, which is about 12-15 minutes drive away on Soi 116, Petchkasem Road, is considered a "preferred location" for residing.

Red Lotus is already planning a second project nearby and is confident the project will attract buyers who seek a quality home in this seaside town. For a monthly fee based on Bt45 per square wah, Busaba residents can be sure the grounds are properly guarded and serviced.

Sansiri's senior marketing manager Samatcha Promsiri says Hua Hin is special to many of the firm's top executives who frequented the beach town since they were young.

"When we do something in Hua Hin, we try to fit in qualities that show off Hua Hin at its best," he says, referring to a casual elegant style that permeates earlier condominium projects such as Baan Kaimuk and Baan Sanploen.

While monster projects flood other beach towns, Hua Hin should be safe from reckless speculators, he says, as there's great respect for the town where the Royal family frequently resides.

There are few beer bars, few malls, limited mass tourism and local officials do their jobs properly. Its road expansion is orderly and responsibly conducted, unlike the highly dangerous Chonburi bypass.

Itthi C Tan

The Nation

HUA HIN