Various resorts contribute handsomely to the groups that are fighting to give the turtles back their traditional hatching grounds, along Phuket's northern beaches and beyond.
Now the turtle has been seized as a symbol by Phuket's newest resort, the Renaissance at Mai Khao. Not just seized, but promoted to the rooftops. The Renaissance celebrates the turtle like no other resort has done before.
Other resorts have turtle funds and turtle souvenirs . . . the Renaissance is virtually a tribute to the turtle, with many roofs in the shape of the turtle's carapace.
Phuketwan took a sneak preview tour of the new resort today, and found a whole pod of turtle roofs among the villas on the site, as well as on the main building. While there are some early guests testing the resort, the Renaissance is still being fitted out and in its training phase, although forward bookings are being taken for May and onwards.
Mai Khao, the most northerly of Phuket's beaches, remains one of the most untouched stretches of sand, despite the presence of an increasing number of five-star resorts. We had to stop today to allow a herd of water buffaloes to cross the road.
Unfortunately, we didn't see any turtles. But the more modern and thoughtful resorts have been set back from the coastline, to encourage the turtles to return to lay their eggs.
The Renaissance also has brought the beach inland, with large stretches covered by sand, leading to the foyer and an elegant bar where a flock of seagulls swing from the ceiling.
Back at the real beach, there's a main pool and a bar and some stylish ideas for decoration. Not far away, there's a tumbling waterfall feature. And a Quan Spa.
Now all it needs is a few turtle eggs.