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You hear people talking about hitting the surf in Hua Hin and you tend to immediately picture Hua Hin Beach, but there are lots of sandy coves along the coast of Prachuab Khiri Khan.

Just as the SRSB group of hote¬liers who run appealingly sleek boutique resorts south of munici¬pal Hua Hin itself.

SRSB stands for Stylish Resort of Secret Beach, but they don't really want their destinations to be secret.

In fact they rounded up the press last week to shed some light on their lowprofile properties, which boast beaches as charming and in many ways better that what you find elsewhere in the province three hours from Bangkok by car or bus.

"Hua Hin Beach is so popular among the weekenders and trav¬ellers that the other beaches around here are overlooked," says Chaisong Choorit of the Tourism Authority of Thailand's Central Office, introducing the SRSB to the press.

"Actually, these small, off-the-grid beaches are better - and perfect for solitude beauty because they're away from the crowd!"

The SRSB comprises nine small and mediumsize boutique resorts that brim with clever design, each a destination on its own. They make up for the fewer number of rooms with abundant style.

Four of the resorts are only 28 kilometres from Hua Hin Beach.

The Aleenta Resort and Spa (www.Aleenta.com), the Foresta Resort (www.ForestaResort.com), the Villa Maroc (www.VillaMarocResort.com) and Le Bayburi (www.LeBayburi.com) line Pran Buri Beach.

These little getaways have in common Moroccanstyle accom¬modation nestled along the charming, quiet sands.

Another 15km south on Sam Roi Yod Beach is La a natu Bed and Bakery (www.www.Laanatu.com).

Rustic yet appealingly comfort¬able, this seaside hideout prides itself on a string of tropical, funky thatchedroof cottages.

Next comes the X2 Resort (http://X2resorts.com) in Kuiburi, 63km from Hua Hin.

A member of the Design Hotels association, the X2 might look like a big shoebox to the local fisher¬men, but those straight, square lines make a statement about modern design, and this is one ter¬rific love shack for young week¬enders.

Then, as far south as you can go in Prachuab Khiri Khan, are the Baan Grood Arcadia Resort and Spa (www.BGAResort.com) on Baan Grood Beach and the Koh Talu Island Resort.

Supakorn Kijkanakorn of the Aleenta, speaking for his fellow SRSB members, speaks of a warm collaboration among the small and midsize boutique hotels in the province.

"Together we have 166 rooms," he says. "We decided we'd better team up and make these small beaches scattered to the south of Hua Hin better known."

Supakorn says the SRSB looks forward to boosting its member¬ship to provide the fullest possible range and variety of choices, and that will include large chain hotels.

"This is not only a way of promoting the small resorts," he adds, "it's a way of promoting the unknown destinations of Prachuab Khiri Khan on the Gulf of Thailand."

The SRSB, Supakorn says, is most interested in bringing cou¬ples and families to the province for weekend leisure.

The group's inauguration comes with an event especially geared to Valentine's Day: "The Secret Beach for Lover".

Set for Valentine's Day next Saturday, the event is intended to get the attention of couples and bring them south, so they can see for themselves how private and peaceful the six beaches are.

The romantic event is limited to just 14 couples, who'll be treated to cosy dining and fun activities like diving and sightseeing along the beaches and out on the nearby islands.

The SRSB will soon have its own website to keep the promote rolling.