divana and Simon Cabaret Phuket partner to promote luxury wellness tourism
The partnership will develop the Queen of the Night Card, linking divana’s luxury wellness services with Simon Cabaret Phuket’s entertainment offering.
Luxury spa brand divana and Simon Cabaret Phuket have announced a strategic partnership to combine wellness, hospitality and entertainment as part of an effort to position Phuket as an Asian hub for luxury wellness tourism.
The companies are developing the Queen of the Night Card, a package featuring admission to Simon Cabaret Phuket and designed to link the island’s wellness and entertainment businesses in a single tourism product.
Pattanapong Ranurak, chief executive of divana, said future tourism competition would focus less on visitor numbers and more on the quality of experiences that encourage travellers to return. He said wellness should be viewed not only as spa treatment but as a broader approach to quality of life involving travel, culture and meaningful use of time.
Simon Cabaret Phuket deputy executive vice-president Pornthep Ruayrin said the venue had staged performances for more than 35 years and had gained international recognition. He said the partnership would expand the role of performing arts in creating a more complete tourism experience.
Thanet Jirasawuekdilok, divana’s chief marketing executive, said the Queen of the Night Card was intended as a model for a wider tourism partnership platform. He said it could be expanded to include hotels, resorts, airlines, restaurants, tour operators and other tourism businesses.
Thanet said the partners expected an ecosystem approach to help increase the length of visitors’ stays and their spending, while creating additional value for Phuket’s and Thailand’s tourism economies. divana said it would continue to operate under a holistic wellness concept focused on longevity, sustainability and inclusive well-being, and planned to expand cooperation with tourism partners.
