PATTAYA, Thailand – With the high season on the horizon, Thailand is going all out to keep its tourism engine running — and Pattaya is once again front and center.
The government is stepping up efforts not only to attract international tourists but also to encourage more domestic travel during the low season. The Ministry of Finance is in urgent talks with the Ministry of Tourism and Sports to finalize new tax incentive measures designed to stimulate local tourism spending, with a rollout expected by August or September.
Deputy Finance Minister Julapun Amornvivat confirmed that the plan aims to complement existing programs like “Half-Half Co-Pay for Domestic Travel”, which still has over 300,000 unclaimed slots. The new measures will specifically target low-season travel, traditionally a weak point for Thailand’s tourism-dependent economy.
Under the proposed scheme, individual taxpayers could receive up to 15,000 baht in tax deductions for travel expenses — provided they obtain e-Tax invoices and electronic receipts from participating vendors. The scheme may be expanded or adjusted depending on how aggressive the government wants to be in stimulating household spending before the high season begins.
The existing “Half-Half Co-Pay for Domestic Travel” program, which opened for bookings on July 1, offers subsidies for hotel stays — covering 50% of weekday room rates and 40% on weekends in major tourist cities, up to 3,000 baht per room per night. For “emerging” destinations, the subsidy is 50% regardless of day. Travelers also receive a 500-baht e-Coupon upon check-in to use toward food or other purchases.
“The direction must be clear,” said Revenue Department Director-General Pinsai Suraswadi, noting that past nationwide rollouts often drew travelers only to major cities. A mixed model — encouraging visits to both primary and secondary cities — is now under consideration.
Pattaya, already a favorite among both Thai and foreign tourists, stands to benefit greatly. As one of Thailand’s top year-round destinations, its packed events calendar, bustling nightlife, and beachside resorts continue to attract millions. From the upcoming Pattaya International Fireworks Festival to the recently launched “Amazing Thailand Grand Tourism and Sport” initiative that will bring global entertainers and sporting events into the country, Pattaya is positioned as a key anchor in the government’s tourism rebound strategy.
Meanwhile, despite concerns from currency watchers, the Thai baht remains relatively firm. Analysts suggest that high-season tourist inflows combined with robust trade negotiations may keep the baht in check, making Thailand less of a bargain than some travelers might hope for.
Still, the government remains confident. It has set an ambitious goal: 39 million tourist arrivals and 3 trillion baht in tourism revenue for 2025.
With every fiscal and promotional tool now in play — from e-coupons to tax write-offs — Thailand is betting big on tourism. And nowhere is that bet more visible than in Pattaya.
