PATTAYA, Thailand – As the Thai baht strengthens and spending by Western tourists slumps, local vendors in Pattaya are feeling the sting — but now there’s a new regional tide rising, and it’s coming from the north.
China this week officially launched its highly anticipated “ASEAN Visa”, a special multi-entry business visa available to citizens of all ten ASEAN nations — including Thailand — plus Timor-Leste. Under this program, eligible business travelers (along with their spouses and children) can enter and exit China multiple times over five years, with each stay lasting up to 180 days without reapplying.
The move is seen as part of Beijing’s strategy to deepen its regional influence and pull Southeast Asia more tightly into its economic orbit. Chinese Foreign Ministry spokesperson Lin Jian said the visa was designed to “promote cross-border exchanges between the Chinese people and Southeast Asia,” emphasizing China’s commitment to higher-level openness and international connectivity.
For Thailand, which has long relied on Western tourism and investment, China’s growing outreach could both help and hurt. On one hand, closer regional ties and visa-free travel might encourage more Chinese tourism and cross-border commerce. On the other, as China lures ASEAN business talent and tourist traffic inward, Thailand risks becoming a sideline player in a fast-integrating regional economy.
This new ASEAN Visa follows earlier initiatives like the Lancang-Mekong Visa, launched in late 2024 for business travelers from Cambodia, Laos, Myanmar, Thailand, and Vietnam, offering similar multi-year, multi-entry privileges.
China is also rapidly expanding its visa-free access globally, including recent waivers for Latin American countries and members of the Gulf Cooperation Council, underscoring its ambitions to become a central hub of global and regional travel.
Back in Pattaya, though, the atmosphere is more muted.
“I’m losing Western regulars, and Chinese aren’t spending like before,” said a beach restaurant owner. “Now, China makes it easier for them to stay home or do business somewhere else.”
While Chinese tourists still arrive in strong numbers, they’re often part of packaged tours or large groups, and local vendors say individual spending is down compared to pre-pandemic highs.
The shift comes at a time when many long-term visitors from Europe are already reevaluating their ties to Thailand, citing poor exchange rates, inflation, and rising costs across the board.
“China is moving fast, building connections,” said a foreign business operator. “Thailand? It feels stuck. If you’re not careful, the region will pass you by.”
As the sun scorches and monsoon drizzle lingers, Thailand’s challenge is clear: stay competitive, stay attractive — or risk watching your neighbors sip the sweet juice of regional growth while you’re left with the husk.
