IN JUST 10 days, a new JW Marriott will open in Khao Lak, north of Phuket. The 298-room resort, to be named the JW Marriott Khao Lak Resort & Spa, already has a remarkable history.

We suspect the advent of the big-brand management deal probably means that Marriott is almost certain to replace Laguna Phuket as the region's largest private employer, although Laguna Phuket may now still hold that title on the island itself.

Phuketwan has been a frequent visitor to the Khao Lak site in neighboring Phang Nga over the years, especially since the 2004 tsunami. This property was the largest to be devastated along this stretch of coast, and the last to be fully restored.

It's a wonderful layout for a large resort. A tunnel said to be more than 100 metres long is reputed to run under the main pool area, so that waiters and maids can scurry back and forth without being seen by the guests.

We didn't get to see the tunnel. Nor did we get to test the owners' other remarkable claim: that guests can swim in the rambling pool for three kilometres without passing the same spot.

It may be that myths and legends are always going to be part of the history of this place. Certainly, a massive effort went into the quality of the reconstruction work.

The owners were also extremely kind to their staff after the big wave of December 26, 2004, and from the November 1 opening Marriott employees will be housed in accommodation that some rate as resort-standard three-star.

The public relations handout reports that the new JW is ''located on a lushly-landscaped site along a one kilometer stretch of pristine Khuk Khak Beach. It is one of only two internationally-branded luxury resorts in the market.''

(We think they are trying hard here not to mention the Le Meridien Khao Lak, which is down the road a few clicks and has an excellent reputation. Nearby is the Sarojin, an award-winning five-star boutique resort, along with a La Flora, too.)

Competition between the five-stars will mean a great boost for the Andaman coast of Phang Nga, which has none of the jet-ski tackiness or the time-share and tailor touts of Patong to mar a holiday.

This beautiful coast, remember, is one of great contrasts. Late last year, extending all the way down to the northern part of Phuket and the JW Marriott, Anantara, Sala Phuket enclave at Mai Khao, it became the world's top five-star destination, according to a writer in the New York Times.

Yet within a couple of weeks, Phuketwan had made the world aware that it was also the destination of choice for Rohingya asylum seekers, and hundreds perished off these shores under the notorious ''pushback'' policy overseen by the Thai military.

Such is the breadth of attraction of this remarkable coast. Rich and poor were equally victims back in 2004 when the tsunami swept through all the coastal resorts here, a natural disaster that seems unlikely to be repeated.

While the pr blurbs never refer to it, the tsunami must never be forgotten. This soon-to-be Marriott started life as a Novotel and was upgraded to the five-star Sofitel Magic Lagoon Resort and Spa just before Boxing Day 2004.

After the tsunami, the resort went through more changes, sticking with European brands, from a Sofitel to a Kempinski to a Rixos Premium, before opening late last year as the independent Cher Fah.

Marriott, which has oversight of about 19 different brands globally, is demonstrating its faith in the Andaman coast with an unprecedented spate of openings.

Three Courtyards on Phuket are to be followed soon by a fourth at Karon, with a Renaissance (or two) still under construction.

Ed Fuller, president and managing director of international lodging for Marriott International, is quoted as saying: ''We are delighted to expand our JW Marriott brand presence in Thailand and are confident the JW Marriott Khao Lak Resort & Spa will be popular with leisure and incentive travelers who are seeking the renowned Thai travel experience in a relaxed, quiet environment.''

The resort has seven themed restaurants and bars, mostly clustered along the beach, two pool bars, a club lounge and an outstanding spa complex, Quan.

Marriott's portfolio in the vicinity of the JW Marriott Khao Lak Resort and Spa ''now includes the 265-room JW Marriott Phuket Resort & Spa, 256-room Courtyard by Marriott Phuket at Surin Beach, 385-room Courtyard by Marriott Phuket Patong, 180-room Courtyard by Marriott Kamala Beach and two Marriott Vacation Club International ownership resorts. Under construction are the 202-room Phuket Marriott Resort at Kamala Cove and the 180-room Renaissance Resort Phuket.'' And don't forget that fourth Courtyard, coming to Karon.