For years, Bangkok and Phuket were the default answer for anyone dreaming of life in Thailand. But as 2025 rolls on, a quiet shift is underway.
More expats, retirees, remote workers, and adventure-seekers alike are starting to trade the chaos of the capital for the calm of Chiang Mai, or the beach clubs of Phuket for the charm of places most guidebooks barely mention.
This isn’t about abandoning the hotspots. It’s about expanding the map, and discovering that “livable” sometimes beats “famous.”
What’s Driving the Change?
There’s no single reason expats are looking beyond the usual haunts.
For some, it’s rising costs, even Thailand’s more affordable cities are feeling the global nudge of inflation. For others, it’s about lifestyle: a desire to escape the traffic, crowds, and rapid pace of Bangkok or the increasingly commercial feel of Phuket.
The rise of remote work has also played its part. With more people able to work from anywhere, proximity to an international airport suddenly matters less than daily quality of life. And then there’s curiosity, a feeling that perhaps there’s more to Thailand than the places everyone already knows.
Meet the Rising Stars
So where are people actually going?
Chiang Mai has long been a favourite of digital nomads and semi-retired creatives, and it’s still going strong. But what’s changing is that it’s now attracting families and long-stay residents drawn to its calm pace, cultural richness, and reliable infrastructure. International schools like Chiang Mai International School (CMIS) and Prem Tinsulanonda International School give parents access to globally recognised curricula.
Watch-out: Chiang Mai’s air quality can dip sharply during the March–April burning season, with PM2.5 levels often spiking. Some expats choose to travel during this period, a seasonal workaround that’s become routine for many.
Khon Kaen is gaining attention as a rising regional hub in the northeast. It has strong healthcare, a vibrant university scene, and better-than-expected digital connectivity. Its slower pace and lower cost of living are proving attractive to those who want a more authentic slice of Thailand, without losing access to good services.
Hua Hin, already well-loved by retirees, has matured into a lifestyle destination that balances beach access with modern conveniences. Schools like Hua Hin International School (HHIS) and Beaconhouse Yamsaard support expat families seeking a long-term base. The town remains one of the easiest “soft landings” outside Bangkok.
Nakhon Ratchasima (Korat) is one to watch. Property costs are comparatively low, and the region offers access to national parks, golf courses, and a growing domestic travel network. The M6 Motorway linking Korat to Bangkok is open in parts and nearing full completion, while a Bangkok–Korat high-speed rail line is projected for 2030, part of Thailand’s broader Eastern Economic Corridor plans.
Life Beyond the Tourist Trail
Day-to-day living in these “second cities” can feel refreshingly grounded. Rents are lower, traffic is lighter, and locals are often more welcoming of longer-term residents than in tourist-saturated areas.
Healthcare? Chiang Mai and Khon Kaen both boast reputable hospitals. Education? Hua Hin and Chiang Mai have international schools offering UK, US, and IB curricula. You may not find the same density of options as in Bangkok, but the essentials are there, often at a more digestible pace.
There’s also something to be said for walking into a café and being the only foreigner, or strolling through a park where the expat community feels more neighbourly than transactional. It’s not for everyone, but it’s definitely for some.
Visas & Remote Work
Thailand’s Digital Nomad Visa (DTV), introduced in 2024, allows multi-entry access for up to five years, with 180-day stays per entry. While the visa process still requires proof of income and purpose, it’s provided more flexibility for remote professionals choosing lifestyle-first cities over major hubs.
Should You Make the Move?
Choosing where to live in Thailand comes down to more than beaches and skyline views. If you're craving community, lower living costs, or simply a new rhythm, the country’s “second cities” might deserve a second look.
This shift isn’t a trend. It’s a quiet rebalancing, one that reflects changing priorities among expats who value lifestyle over location tags.
And while Bangkok and Phuket will always have their draw, sometimes the real win is found a few steps off the main road.