PATTAYA, Thailand – As Pattaya moves deeper into the high tourist season, activity across the city remains steady, though some businesses say the peak energy typically associated with this period has yet to fully materialize. Popular sectors such as massage shops and beer bars continue to face cautious consumer spending, even as tourist arrivals gradually increase.
A survey by reporters found that while foreign visitors are returning in greater numbers, many are spending more selectively. Operators of massage shops noted that customers are prioritizing essential and affordable services, with some tourists opting for shorter sessions or choosing budget-friendly options.
“Compared to previous years, customers are more careful with their money,” one massage shop operator said. “Daily expenses are higher everywhere. Budget restaurants are still busy, but massage and nightlife spending takes more consideration.”
Despite this, experienced operators point out that quality and consistency remain key advantages. Well-managed shops with skilled staff and good service continue to attract loyal customers, even without elaborate storefronts. Some operators say demand remains strong enough that certain outlets are still expanding cautiously, particularly those with a solid reputation.
Beer bar operators also acknowledge the challenges but remain cautiously optimistic. While competition is intense and operating costs such as rent and key money have risen, many believe the season still has room to improve.
“The high season is not over,” one bar owner said. “February is traditionally strong, especially with European visitors escaping winter. Business may not be booming, but it is moving.”
Investors echo this view, noting that the market has become more selective rather than disappearing altogether. Bars and massage businesses that adapt, focus on clear identity, effective marketing, and good customer relationships are more likely to remain resilient.
Overall, while Pattaya’s massage and beer bar sectors are adjusting to changing spending habits and heightened competition, operators agree that tourist flows remain consistent and the high season continues through February, offering ongoing opportunities for businesses able to adapt to the new market reality. Many also note that the strong Thai baht alone cannot fully explain softer spending, pointing instead to broader global economic pressures, rising living costs, and more value-conscious travel behavior among visitors.
