TRAILBLAZING Twinpalms may be onto something in creating an innovative strategy to generate tourism on Phuket's east coast.

While Phuket's west coast has boomed and busted through a hundred highs and lows, the east coast has retained its timeless Phuket village charm.

Eventually, the light bulb switched on in the mind of creative Twinpalms general manager Olivier Gibaud. And if his new philosophy works for the east coast the way his boutique and brunch strategy fired up the west coast, a brace of imitators will soon be following along behind him.

Like most great ideas, the concept to bring tourists to Phuket's east coast is deceptively simple: bring families who want to see the real Phuket.

Hunt for crabs along the beach. Help collect the coconuts. See the monkeys in the mangroves. Watch Thai boxing. Learn about life in a village. See the real Thailand.

And of course, when the day is done, return to luxury accommodation, good food and perhaps a spa massage.

There's one additional twist: the rebranded Club Yamu, at Cape Yamu, is being offered as an all-inclusive price package, one price fits all, all year long.

''We will begin offering the all-inclusive resort package from December 1 or January 1, after details are finalised,'' Mr Gibaud told Phuketwan.

''We have great respect for the local villagers and have talked to the chiefs about eco-friendly activities of all kinds. It will be a different kind of Phuket holiday.''

Guests will still have the option of catching a shuttle bus to Surin beach on the west coast, where the original Twinpalms continues to set the pace with clever marketing. There's the resort yacht, and the Oriental Spoon restaurant, pioneer of the Phuket Sunday brunch that spawned scores of imitators.

The Oriental Spoon II at Club Yamu will become a classy buffet-style eatery, beer and wine included in the package price, with plans to expand facilities and activities for children of all ages as well.

Although pricing has yet to be set, Mr Gibaud envisages 6000 baht a day as the year-round figure, with children at half price.

Club Med Phuket at Kata beach on the west coast set the standard for all-inclusive packages more than 20 years ago, with sporting facilities in the resort grounds to suit visitors of all ages.

Club Yamu is now about turn the concept inside out, and in the process, perhaps unlock the key to a real balance in future between tourism and nature on Phuket's beautiful, different east coast.

Phuketwan tested the Club Yamu for one night earlier this year. The accommodation is first-rate and set around a large rectangular swimming pool. It's much, much quieter than the west coast, but no less luxurious.