Why should you go there and how do you do it right?

Length is key here. Around six kilometers of soft, light-colored sandy beach on Phuket's northwest coast mean that even in peak season, you can find a quiet spot after just a few minutes' walk. The sea is usually calm, with a gentle sloping shoreline in the central and northern sections, and the sunsets over the Andaman Sea are undisturbed. This is precisely what attracts most visitors.

Things get complicated when it comes to commercialism. Beach clubs, bars, and restaurants have sprung up over the years, and prices vary enormously along the same stretch of beach. A sun lounger at one of the smaller establishments costs around 100 baht, a beach massage about 400. However, if you go to one of the large clubs like Nora, you'll pay 2,000 baht for the same patch of shade. Avoid the flashy venues, use the independent vendors, and look for a quieter area away from the clubs. In some sections, fire shows take place after dark.