PATTAYA, Thailand – Despite its reputation as a tourism powerhouse, Pattaya is increasingly struggling to stay afloat in the face of mounting regional competition and wavering confidence from foreign travelers. Local businesses are doing what they can — hosting events, beautifying the beachfront, and promoting themselves online — but the reality is becoming harder to ignore: Pattaya, like many other Thai destinations, cannot revive on its own. It needs serious, strategic backing from the national government.
The situation reflects a broader challenge across Thailand. In 2025, the Thai tourism sector is in survival mode. According to industry experts, this is one of the most testing periods for the sector in years. The Tourism Authority of Thailand (TAT) originally set a target of 39 million international arrivals this year, with the government hoping for over 40 million. Yet, facing multiple setbacks — especially a steep decline in tourist confidence due to safety concerns — TAT recently cut its target down to just 35 million.
Over the past few months, tourism operators have repeatedly called on the government to step in. Their demands include restoring international confidence, boosting tourist safety, and re-evaluating controversial policies like the blanket 90-country visa-free entry program introduced under Prime Minister Srettha Thavisin. While it has increased arrivals, many in the industry say it’s time to prioritize quality over quantity. “Not every tourist is the right fit for Thailand,” one operator noted. “We need proper screening and strategic planning, not a free-for-all.”
The urgency is compounded by alarming data: for the first time in history, Vietnam welcomed more Chinese tourists than Thailand in Q1 of 2025 — 1.6 million compared to Thailand’s lower figure. Malaysia is also becoming a formidable competitor in attracting Chinese visitors.
What’s happening? Vietnam is aggressively targeting the Chinese market with well-coordinated tourism diplomacy. They’ve launched campaigns tailored for Chinese travelers, boosted direct flights to and from major Chinese cities, established visa-waiver agreements, and even forged provincial-level sister-city partnerships to promote tourism. Vietnam has also integrated Chinese-friendly payment systems to enhance convenience.
Malaysia, seeing Thailand’s struggles, doubled down by extending its visa-free policy for Chinese travelers for five more years — offering a stable, long-term incentive. Both countries have proven nimble, united in vision, and committed to modern strategies that appeal to today’s travelers.
Thailand, on the other hand, appears reactive rather than proactive. While local destinations like Pattaya work hard to maintain their appeal, they are still being held back by national inaction and policy inconsistency. The absence of a clear roadmap, weak safety infrastructure, and lack of strategic market targeting are now catching up with the country.
It’s time, many agree, for the Thai government to treat tourism as a national economic pillar — not a seasonal afterthought. As one industry insider put it: “It’s time for the government to promote tourism seriously.”
Reviving Pattaya, and Thai tourism more broadly, will require more than visa giveaways or TikTok campaigns. It demands a serious, integrated policy shift: diversified target markets, improved safety and infrastructure, strategic partnerships with key countries, and clear quality benchmarks for visitors. Without that, Pattaya risks slipping further behind — no matter how brightly its beaches shine.
