PATTAYA, Thailand – Business activity in Soi Buakhao remains noticeably subdued as many operators in Pattaya’s key nightlife and service district continue to feel the impact of the low tourism season. A field survey conducted on June 23, found that restaurants, beer bars, massage shops, and other service businesses relying heavily on foreign tourists are experiencing a clear drop in customer numbers compared to the high season. The decline has directly affected both business owners and employees, with reduced daily income reported across the area.
Many shops were seen serving only a small number of customers. Some operators have been forced to reduce staff or adjust opening hours to manage costs, while small businesses with limited cash flow have been hit particularly hard. In some cases, operators have temporarily closed their premises or terminated rental contracts due to ongoing financial pressure.
One bar owner, identified as Buran, said customer numbers have dropped by more than 60 percent compared to late last year. “We know every year that low season means fewer customers, but this year feels quieter than usual. Some days we open from evening until late night with almost no customers. Several small operators with limited financial buffers have already closed, while others are just trying to survive until tourists return in the high season,” she said.
A massage shop employee, identified as Kamolchanok, said most workers’ income depends directly on customer flow, making daily earnings unstable during the slowdown. “Earlier we had customers coming in throughout the day, but now some days are almost empty. Many people have had to find extra income, including caring for elderly foreigners, selling goods online, or working in food stalls to cover household expenses,” she said.
A restaurant owner in the area, Anan, said he has tried adjusting prices and menus to suit customer demand, but sales continue to decline. “Foreign customers, especially Europeans who are our main group, have clearly decreased. Many businesses are now lowering margins just to retain customers and trying to attract more Thai customers,” he said. Local operators are calling on relevant authorities to support tourism stimulation during the off-season to help sustain the local economy in Pattaya. Many remain hopeful that the upcoming high season later in the year will bring a recovery in visitor numbers and help revive income for businesses and workers in the service sector.
