It welcomes thousands of international tourists, all lured by the promise of a serene tropical beach holiday and Thailand's world famous hospitality.
And as the number of international visitors grows, so does the demand for modern, international amenities.
This is where the Movenpick Resort & Spa Karon Beach Phuket is now stepping up.
This large, popular resort has long been at the centre of Karon's hospitality scene, both in terms of location and reputation.
Its collection of upscale hotel rooms and villas, four swimming pools, a spa and multiple family facilities, all set among tropical landscaped gardens, has positioned the Movenpick as one of the area's most popular properties.
And now the resort is creating a new focal point - not only for its in-house guests, but for the whole of Karon.
The Karon Beach Square development is a collection of modern bars, restaurants and cafes that is directly accessible from Karon's main beach road.
It represents not only the new ''face'' of the Movenpick resort, but of the entire destination.
Tourists exploring Karon Beach, the nearby market or simply strolling along the promenade are now invited to cool off at Mint - a brand new bar area where a professional mixologist creates a range of tailor-made tropical cocktails.
Both in-house guests and passers-by can choose to relax and enjoy a drink, a pizza from the traditional stone oven, or escape the heat of the day in the air-conditioned Studio Cafe, which, with its free Wi-Fi, provides the perfect place to relax and catch up with friends on social media.
And after dark, Karon Beach Square transforms into a stylish night spot.
Having launched on Halloween with a colorful party, Movenpick will now host monthly themed events, including jazz and salsa nights, along with nightly DJs.
And up a wide stairway, two new restaurants - El Gaucho and OrientAsia - serve up modern cuisine, including Karon's first Brazilian barbecue, or churrascaria.
Karon has often struggled to retain its visitors during the evenings, with many preferring to take a short taxi ride to nearby Patong.
The opening of Karon Beach Square means that finally, visitors to Karon have their own place to go - a modern, buzzing hub of activity where all guests can relax and enjoy the stylish tropical ambience.
Movenpick Resort & Spa Karon Beach Phuket has been at the forefront of Karon's hospitality scene for many years.
With the opening of Karon Beach Square, this popular resort is ensuring not only its own future success, but ensuring the continued popularity of the whole of Karon Beach.