PATTAYA, Thailand – As the low season deepens in Pattaya, many in the hospitality and nightlife sectors are managing to get by — but not without strain. While some seasoned workers and business owners have adjusted to the annual slump, others admit this year feels different. The real fear? That even the high season might no longer be enough to recover lost ground.
“It’s not like low season is a surprise,” one longtime expat remarked. “It happens every year. But people still don’t save. Thai people love spending and usually don’t have a long-term plan — not even for a couple of months.” Others echoed the sentiment, calling for a mindset shift toward financial preparation.
Some younger bar workers and small business operators, however, say the problem runs deeper than personal habits. “Even if you plan, how can you save when the bills keep rising and the customers keep shrinking?” asked one beer bar cashier, adding that the emotional toll is just as heavy: “We’re not just broke — we feel forgotten.”
Many point fingers at changing tourist profiles. Several comments online blame budget travelers from large Asian markets. “Chinese tourists have never really spent in Pattaya,” one post read. “Same with Indian groups — I once saw four men try to split a ladyboy for the night just to save money.”
Another local chimed in: “Chinese buses only go to Chinese-owned shops. Indians ask for discounts at Big C. Where’s the income from that?” Still, not all agree. “Wrong,” one user replied. “Chinese are good spenders — they stay in expensive hotels. It’s the other ones that are too penny-pinching.”
Beyond nationalities, some Pattaya residents are questioning the city’s outdated business model. “The bars get old. The girls get old. Everyone’s glued to their phones. It’s boring,” one former frequent visitor commented. “Prices are up, safety is down, and service is unreliable. Even my go-to restaurants can’t get my order right anymore.”
For many, it’s not about the cost — it’s about value. “If there’s a better product, I’ll pay for it. But I also want to walk safely, cross the street without risking my life, and not feel scammed.”
Even high season no longer promises salvation. “Songkran… then boom,” a hotel owner said. “Over 50% sales plunge in Pattaya since April as Chinese tourists suddenly disappeared.”
Others point to the frustration that comes with peak events. “They can keep Songkran,” one condo resident wrote. “The traditional part is good, but the rest? Nope. The traffic is horrible — what should be a 5.5-hour trip turns into 9 hours. Waiting in line for gas, circling for parking three times. It’s miserable. Most of my condo tries to be back by noon just to avoid the chaos.”
While some are optimistic that less crowded streets and quiet bars mean “better for me,” others say this isn’t sustainable. “Pattaya needs to rethink what kind of tourists it wants,” one veteran business owner warned. “The old formula doesn’t work anymore.”
