Launched in July 2025, the Alliance was formalised through the signing of a Memorandum of Understanding (MOU) between 11 hotels along Mai Khao Beach and two government organisations. The initiative was created to address the growing waste challenges affecting one of Phuket’s most ecologically sensitive areas by uniting key stakeholders around shared responsibility and collective action.
“The Mai Khao As One Alliance proves that real change happens when we work together,” says SMF founder Michelle Mouillé. “By aligning hotels, communities, and government partners around shared responsibility, we’ve shown that collective action can deliver real, measurable impact for our beaches.”
Turning Collaboration into Action
The first phase of the Alliance focused on the Monsoon Beach Cleanup Project, which ran from July through November 2025. During this five-month period, SMF employed and managed a dedicated three-person beach cleanup team, with funding provided collectively by participating hotels.
The results were substantial. In just five months, the team removed over 10,000 kilograms of waste from Mai Khao Beach. The core cleanup crew was regularly joined by hotel employees, local schools and volunteers, helping to build community engagement while amplifying impact.
Equally important was what happened to the waste after it was collected. Over 3,000 kilograms were recycled, keeping a significant volume of material out of landfills and transforming it into new products. This emphasis on waste separation and responsible disposal has helped SMF gather valuable data on the types and sources of marine debris affecting Phuket’s northern beaches.
“This first season wasn’t just about cleaning beaches – it was about building a model for collaboration that can protect Phuket’s northern coastline long into the future,” Michelle adds. “When communities, businesses, and young people are empowered to act together, the impact is transformative.”
Expanding Impact Across the Northern Coast
While Mai Khao remained the central focus, SMF also led parallel cleanup efforts in Natai and Nai Yang, working alongside hotels, local businesses, schools and volunteers. These activities reinforced the understanding that environmental challenges are regional in nature and require regional solutions.
By combining resources through partnerships, SMF and its collaborators were able to implement projects more efficiently, identify practical solutions, and ensure smoother execution. Importantly, all stakeholders were involved in shaping the scope of the project, leading to greater ownership, accountability and long-term commitment.
Throughout the monsoon season, SMF systematically recorded and shared data to support research, reporting, continuous improvement and accountability. This information will directly inform the planning and implementation of the next phase of the Alliance.
Education, Youth, and the Next Phase
Starting last month, SMF’s high season focus shifts toward eco-education in local schools, with a strong emphasis on youth empowerment through its Eco Ambassadors initiative. By engaging students early, the Foundation aims to foster environmental stewardship that extends beyond cleanup activities and into everyday behaviour.
Beach cleanups will continue year-round, along with the installation of a purpose-built WasteWise Awareness Bin at a high-traffic picnic area in Mai Khao. Managed by the SMF team, the bin is designed to reduce litter while educating visitors about proper waste separation.
Looking ahead to the 2026 monsoon season, SMF plans to conduct large-scale community cleanups, involving community groups, hotel partners, schools and volunteers across Nai Yang, Mai Khao and Natai.
A Shared Responsibility for Phuket’s Future
The long-term objective is to create a strong alliance across Phuket’s northern coastline that preserves biodiversity while addressing waste management challenges collectively. This effort also supports reducing the volume of waste sent to the Phuket Incinerator, which currently receives more than 1,200 tonnes of waste per day, despite having a capacity to incinerate only 700 tonnes.
SMF expresses its sincere gratitude to all partners for their trust, collaboration, and commitment throughout this inaugural season.
Call to Action: SMF invites more hotels, communities and stakeholders to unite in tackling Phuket’s waste management challenges – working in collaboration with government agencies to protect the island’s natural environment for generations to come.
To help protect Phuket’s most valuable natural resource, contact: michelle@sustainablemaikhaofoundation.org.