This research aimed to 1) Study foreign tourists’ perceptions of Similan Islands National Park 2) Study the compositions of Similan Islands National Park’s Identity 3) Develop appropriate identity for Similan Islands National Park in order to attain sustainable tourism and 4) Develop destination identity communication and positioning strategy based on Similan’s identity and on research findings which employed both quantitative and qualitative research methods. Regarding tourists’ perceptions of Similan Islands National Park, research findings indicated that tourists perceived Similan has good beaches, is scenically beautiful, and is a happy destination. The tourists placed their values on ecotourism, socio-cultural tourism, and value for money, respectively. With regard to Similan’s image, tourists affectionately viewed Similan as a relaxing, pleasant, exciting, and attractive destination. Three dimensions of Similan’s personality were identified, respectively: sophistication, sincereity, and excitement. The study recommends that Similan’s identity should be comprised of six elements namely, character, culture, personality, name, symbol and slogan.Regarding positioning, Similan should base her position on her natural settings, rich marine lives and natural resources. Buzz, emotional and experiential, celebrity and coporate social responsibility marketing communication strategies should be employed.