Current models of phoretic transport rely on molecular forces creating a "diffuse" particle-fluid interface. We investigate theoretically an alternative mechanism, in which a diffuse interface emerges solely due to a nonvanishing correlation length of the surrounding solution. This mechanism can drive self-motility of a chemically active particle. Numerical estimates indicate that the velocity can reach micrometers per second. The predicted phenomenology includes a bilinear dependence of the velocity on the activity and a possible double velocity reversal upon varying the correlation length.