PATTAYA, Thailand — While Pattaya usually thrives during high season, this year the city’s tourism industry is facing a more insidious challenge than weather or competition: the strength of the Thai baht. At 32.40 baht per U.S. dollar as of October 30, the local currency’s firm valuation is quietly eroding foreign tourists’ spending power, leaving businesses and long-term residents feeling the pinch.
Analysts point out that the baht’s resilience is fueled by strong foreign investment in Thai bonds and continued inflows from financial markets, as well as the recent decline in U.S. bond yields that has softened the dollar. While these trends are often touted as signs of a healthy economy, for a city that relies on international tourists for its livelihood, a strong baht can feel more like a tax.
Local hotel operators and tour guides report that while visitor numbers remain relatively stable, discretionary spending is declining. “It’s not the women or their smiles anymore — it’s the exchange rate that decides whether I stay or go,” remarked one long-term foreign resident who has lived in Pattaya for years. High-season crowds may fill the beaches and bars, but restaurants, shopping districts, and nightlife venues are seeing fewer high-value transactions.
The situation is compounded by dual pricing, a common practice where foreigners are charged more than locals, which further discourages spending when the baht is strong. While Thai authorities celebrate the currency’s strength as a sign of economic stability, for Pattaya it is a double-edged sword: arrivals may look good on paper, but tourism revenue — the lifeblood of the city — is quietly weakening.
Financial experts suggest that unless the baht softens, businesses that rely on foreign spending may struggle to sustain high-season profitability. Measures such as targeted promotions for foreign tourists or flexible pricing could help offset some of the impact, but for now, Pattaya’s streets are filled with visitors who are noticeably more cautious about opening their wallets.
Fortunately, key year-end attractions remain on schedule. The Pattaya International Fireworks Festival Nov 28-29, Pattaya Countdown 2025, and other seasonal events have not been cancelled, offering a welcome boost to local vendors and entertainment venues. Organizers remain confident these celebrations will draw crowds, providing a bright spot for businesses even as the strong baht limits discretionary spending.
In short, the high season may be here, but the strong baht is silently tempering Pattaya’s tourism boom, and for many in the city, it’s a reminder that numbers on a currency chart don’t always translate into real-world prosperity.
