PATTAYA, Thailand – Pattaya may be firmly in the high tourist season, but on the ground, many massage shops and beer bars say the familiar peak-season buzz is arriving more slowly than expected.
While foreign visitor numbers are steadily rising, spending patterns remain cautious. A survey of businesses across the city found that tourists are still watching their wallets, choosing selectively where and how they spend — particularly when it comes to massage services and nightlife.
Massage shop operators say customers are prioritizing shorter sessions and lower-priced options, a shift they have noticed becoming more pronounced in recent months.
“Compared to previous years, customers are more careful with their money,” one operator said. “Food places are busy because people have to eat, but massage and nightlife spending takes more thought now.”
Behind the counters, however, the impact goes beyond daily takings. Long-term foreign residents have been pointing out a reality many visitors don’t fully understand.
“Just to update anyone who doesn’t know,” one expatriate commented online, “the girls who give you massages don’t receive a monthly salary at all. They get a portion of what you pay for the massage they give. If there are no customers, they don’t get paid. Tips aren’t a bonus — that’s what they live on.”
The comment has resonated with many, highlighting how quieter days directly affect workers’ income, even during what is supposed to be the busiest time of year.
Despite the softer spending, experienced operators say quality still matters. Well-run massage shops with skilled staff, consistent service, and good reputations continue to attract regular customers. Some are even expanding cautiously, betting that loyalty and word of mouth matter more than flashy storefronts.
Beer bar operators share a similar outlook. Rising rents, higher key money, and fierce competition have squeezed margins, but most remain cautiously optimistic.
“The high season isn’t over,” one bar owner said. “February is usually strong, especially with Europeans escaping winter. It’s not booming, but business is moving.”
Investors and long-time operators agree that Pattaya’s market hasn’t disappeared — it has become more selective. Businesses that adapt, sharpen their identity, manage costs, and maintain strong customer relationships are proving more resilient.
Overall, while Pattaya’s massage and beer bar sectors continue to adjust to changing spending habits and tougher competition, tourist flows remain steady and the high season is expected to run through February. Many operators also note that the strong Thai baht alone doesn’t fully explain the softer spending, pointing instead to global economic pressures, rising living costs, and increasingly value-conscious travel behavior among visitors.
