Others prefer to use the word ''sustainability.'' We reject the s word because it means many different things to many different people.
Sustainability to a property developer, for example, means continued growth. On the other hand, sustainability to an environmentalist means no more property development.
So balance is what Phuket needs, and the same word should be applied to other tourist destinations in Thailand where the desire for increased revenue must be matched by better strategies and preservation of the countries' vulnerable natural attributes - its parks, reefs and beaches.
Balance can be taken to extremes.
Phuket in recent times has, like a surreal Chinese juggler, attempted to balance thousands of sunbeds and beach umbrellas on its nose.
Now the whole lot has come tumbling down and the military brass band has intervened to keep circus patrons entertained while the jugglers get their act together again.
Balance is a matter of giving the tourists what they and Thailand need, not what the most hedonistic visitors want.
We've never seen the need for loud music at beaches, whether it's a Russian couple with a boom box on the sand or a hip-hop disco on the shorefront.
The sound of crashing waves is the only tune a beach plays. It's music to our ears and one of the reasons we go to the seaside.
Disposing of the disco dancers at Phuket's Surin beach, for example, helps to restore a balance with nature.
The uncontrolled greed that pushed some beach restaurants to the high water mark also must be contained.
Over the years on Phuket, conflicts have led to compromises and compromises in turn have led to corruption.
When it comes to saving Phuket's beaches, parks and reefs, there must be no compromise and no corruption, just a sensible balance.
This is why we said, years ago, that a beach with two beach clubs is fine. But does any Phuket beach need 20 beach clubs?
We continue to advocate the establishment of a Phuket Beach Authority, an independent body that would remove the difficult decision-making process from the hands of Phuket's conflicted local authorities.
When decisions have to be made about Phuket's beaches, because of the mishmash of responsibilities, as many as a dozen local departments have to be called in.
A strategy for the future of Phuket's beaches must take account of all the needs of beachgoers, and that includes water safety.
The lifeguards must be an important ingredient in defining a balance, and it's important to note that the only buildings close to most Australian beaches are the lifesaving clubs.
The Royal Thai Navy should also have a central role. It's the only organisation on Phuket with the manpower needed to mount regular patrols, and the only organisation with proven environmental protection skills.
Balance is also essential in administering natural justice.
If by chance any five-star resort is found to be illegally on public land on Phuket, we would suggest that the resort be allowed to continue to operate, but with all profits going to the maintenance of public parks.
Likewise, the stand of restaurants that remains along the pathway at Surin beach has the potential to provide a balance.
As long as the aim is strictly to feed tourists and watch the sun go down, we can see that taxing the leaseholders so the surrounding environment profits could prove ideal.
Entertaining people on a beach has never been a problem: nature has always done that well.
All that's needed now for Phuket to achieve its rightful place in Thailand tourism is less juggling and a more thoughtful balance.
Declaration of interest: Twinpalms, Catch and Bimi beach clubs are longtime loyal Phuketwan advertisers.