PATTAYA, Thailand – Pattaya’s tourism sector saw a noticeable uptick over the weekend as payday spending and government stimulus measures helped bring renewed activity to the coastal city, though industry operators say broader structural challenges continue to weigh on the low-season outlook. Reporters observing Pattaya Beach over the weekend found increased foot traffic from both Thai and international visitors. Restaurants, beachfront vendors, tourism operators, and small businesses reported improved sales compared to earlier weeks, with many attributing the rise to the start-of-month payday cycle combined with government economic stimulus measures under the “Thai Helps Thai Plus (60/40)” scheme.
The renewed activity brought a more vibrant atmosphere to key tourist areas, despite the ongoing rainy season, which typically marks a slowdown in travel demand. Government spokesperson Ratchada Thanadirek said the “Thai Helps Thai Plus (60/40)” program has continued to receive strong participation. As of June 30, the scheme had generated cumulative spending of 43.2 billion baht, with more than 25.6 million users and over 1.03 million participating merchants nationwide. The initiative covers general retailers, community shops, and food delivery platforms, reflecting its broad reach across the economy. However, tourism industry leaders caution that the weekend recovery does not reflect the overall sector performance.
Thanet Suphornsaharangsi, president of the Chonburi Tourism Federation, said that the post-April to May period—typically supported by domestic family travel—has slowed more than in previous years. He noted a significant decline in the MICE sector (meetings, incentives, conferences, and exhibitions), which has traditionally helped sustain Pattaya during the low season. Reduced government and corporate travel budgets have led to fewer events in the city.
He also pointed to rising travel costs as another key factor affecting demand. Reduced flight frequencies and the suspension of some low-cost and commercial routes, driven by higher fuel costs and weaker booking volumes, have contributed to slower regional mobility for both domestic and international travellers.
Data from the Thai Hotel Association Eastern Region and local tourism federations indicates that tourist arrivals have dropped by approximately 20–30%. Many hotels are currently reporting average occupancy rates of only 15–20%, significantly below the break-even threshold of 40–50%. Operators continue to face fixed costs such as wages, utilities, and maintenance expenses, putting pressure on profitability even during periods of intermittent demand. Industry representatives say government stimulus measures have helped support short-term spending and improve liquidity among small businesses, but they stress that longer-term recovery will require broader structural support. This includes restoring MICE activity, increasing flight connectivity to tourist destinations, expanding year-round event programming, and strengthening international traveller confidence. Without such measures, operators warn that tourism growth in Pattaya may remain uneven throughout the remainder of the year, with periodic weekend surges masking underlying weaknesses in the broader low-season market.
