Thailand, Pranburi

Why Go Now: The pine tree–lined stretch of southeastern coastline known as Pranburi—a three-hour drive south of Bangkok and 30 minutes south of the popular resort town of Hua Hin—is blessedly free of the wandering masseurs, banana-boat operators, and other interlopers who crowd many of the country’s beaches. Visitors are likely to encounter only the occasional couple strolling along the sand, enjoying uninterrupted views of fishing boats plying the Gulf of Thailand. A few miles inland, pineapple plantations, mangrove forests, and rice fields attract travelers in search of the Thailand of 20 years ago.

The Details: Change is slowly creeping into Pranburi and surrounding areas, announced by charmingly idiosyncratic boutique hotels; the area’s alluring mix of seclusion, authenticity, and character is driving many travelers to choose it over Hua Hin. “Hua Hin is becoming a big city with traffic,” notes Yingluck Chareonying, a clothing designer who was one of the first Bangkok settlers to open a hotel in the area 11 years ago. Her whimsical 12-room Brassiere Beach (210 Moo 5, Tambon Samroiyod; 66-32/630-5555; brassierebeach.com; doubles from $117) was inspired by two domelike islands that sit just offshore, and is set in a lush garden on a secluded beach. Other properties, including the just-opened X2 Kui Buri (Moo 13, Ao Noi, Muang; 66-26/968-239; x2resorts.com; doubles from $135), a compound of 23 low-slung stone-and-wood bungalows designed by Thai architect Duangrit Bunnag, are raising the region’s international profile.

Pranburi has plenty of authentic flavor, with countless seaside shacks dishing up tasty street food, like som tam (spicy green papaya salad), accompanied by honey-basted grilled chicken. The best meals can be found at the cluster of stalls on the beach at the southern end of town, where lunch for two runs just $5.—Jennifer Chen