All of these are excellent suggestions. It really depends on what you are looking for apart from BKK.10 days isn’t that long to travel around too much but it’s possible , on most of my trips to Thailand I’ve travelled about but I usually stay for 16 - 20 days
Most of the bigger cities will have shopping malls with all the usual brands and some smaller boutique places
there’s a few areas to stay in Phuket , Patong is one of the biggest and full of nightlife but it’s not somewhere I’d consider peaceful , I haven’t really been to the other areas but Patong can be very rowdy, can easily visit Koh PhiPhi from Phuket via a regular ferry or speedboat, very small island but very relaxing and chilled atmosphere, not much shopping though
Hua Hin seemed a very relaxing city but I never really ventured far on foot as my missus drove everywhere so I probably missed a lot , also we stayed in very cheap accommodation so I can’t really vouch for any hotels or resorts
Pattaya is a bit similar to Patong with a big nightlife but it has a bad rep, there’s some nice hotels /resorts there though and plenty of restaurants and only a couple of hours in a taxi from Bangkok
Chiang Mai is a nice city and has a totally different feel , we went into the mountain area for a night and stayed in a glam;ing pod type thing , it was on stilts on a steep part but didn’t feel too unsafe , had a hot tub etc , was nice for a night just sitting at sunset with a Thai bbq cooking our dinner - probably best to fly here from Bangkok but flights are not much
Koh Samui was quite nice but not my favourite place although may go again and stay in a different area
Koh Chang - a trek getting here , 3 or 4 hours drive from Bangkok then a ferry but a very relaxed place, not much to do though but a few decent resorts just to chill by the pool
Koh Samet, need to get a speedboat from Rayong , cheap and very frequent , but like a bus service but boats! very very small island but nice for a few days just to relax
Bangkok, I love Bangkok , so easy to get about and tons to see and do, loads of shopping , loads of markets, great hotels and restaurants
We loved Chiang Mia with the elephant sanctuaries, the orchid nursery, the temple etc. Lots to do but very chilled.
If you want beach, Hua Hin (or just North) is fantastic and easily accessible from BKK. Suggest a private taxi. If you stay more central, there are a few clubs, pubs, restaurants etc but generally not a party place so not wild.
You could take a speed boat to Koh Samui from there and hope you have decent weather. On our trip, we barely beat the ferry!
KS is great but you want to stay on the Chaweng side. However, between our first and last visit there a few years ago, it has become more built up but not as bad as Phuket.
Koh Chang is a trek and does have a few more mosquitoes than elsewhere but very quiet. You could become bored of love it. You decide.
Personally, I would skip Pattaya as I found it too much but again, you decide on how you like your holidays.
But BKK a must. I love the buzz and the feel and always start a trip there for 3 days and then relax elsewhere afterwards.
We discovered a lovely village called Huay Yang about a 6 hour drive from BKK down south. Depending on when you go in your time frame, you will get a great deal as it picks up quite a lot towards the end of that time as the Swedes move in. Well worth the travel.
Finally, close to BKK if the River Kwai. Well worth the visit especially if you like whistling the tune. You can even stay for the night on raft boats which was incredible especially if you want to include a river raft experience.
