PATTAYA, Thailand – The recently agreed ceasefire between Thailand and Cambodia is being welcomed by tourism and business leaders as a positive step toward restoring confidence in border trade and safeguarding Thailand’s image as a safe and reliable destination — especially in key tourism hubs like Pattaya.
The ceasefire, announced on July 28 during ASEAN-hosted talks in Putrajaya, Malaysia, is set to take effect at midnight and includes plans for military-level coordination and reopening dialogue channels between the two countries. Business leaders and tourism operators see this as an encouraging sign for regional stability.
While the border tensions sparked concern earlier this month, Mr. Chai Arunanonchai, Chairman of the Tourism Council of Thailand (TCT), said the incident has had minimal impact on international tourism in core destinations such as Pattaya, Phuket, Bangkok, and Chiang Mai.
“This conflict is localized and short-term,” Mr. Chai said, “and we believe affected areas will recover quickly. The broader tourism ecosystem remains strong.”
In Pattaya, one of Thailand’s most visited seaside destinations, hotels and local businesses report steady tourist flows despite recent rains and regional news. The Thai Meteorological Department forecasts scattered showers this week but nothing severe enough to disrupt beach visits or nightlife.
Local sentiment remains upbeat, with business owners expressing optimism that the ceasefire could lead to the reopening of key border crossings, revitalizing cross-border commerce and tourism packages that were previously halted due to safety concerns.
Mr. Chai also urged media to communicate a balanced, fact-based picture of Thailand to global audiences, warning that misinformation or exaggerated headlines could hurt the country’s tourism reputation.
Despite earlier concerns — including a drop in Chinese visitors linked to safety rumors and global economic slowdowns — Thailand has welcomed over 18 million foreign tourists in the first half of 2025, nearly matching last year’s numbers.
“Confidence remains high in core markets,” said Mr. Jirayut Jarukittiworakan, Secretary-General of the TCT, noting that while some regions have seen dips, other markets are helping offset the losses. “The Chinese market is stabilizing, and we expect a surge during China’s National Day holiday.”
However, the TCT reports that overall business confidence among tourism operators dropped sharply in Q2/2025, falling to 70 from 83 in Q1. Revenue also declined, with operators calling for renewed stimulus efforts, including a revival of the popular “Khon La Khrueng” (Half-Half) co-payment campaign.
A proposed domestic tourism campaign — “Thai Travel Thai” — is in the works to boost off-season demand, especially in regional areas.
Border Trade and Tourism Await Next Moves
With military leaders from both countries set to meet on July 29 and a General Border Committee meeting planned for August 4, business communities in Sa Kaeo, Surin, and other eastern provinces are watching closely. The hope is that improved coordination will lead to the safe reopening of key border checkpoints — a crucial channel for day-trippers, shoppers, and cross-border tour groups.
“Stability means confidence — and confidence is everything in tourism,” Mr. Chai emphasized.
As tensions ease and regional cooperation resumes, industry leaders believe Thailand can maintain momentum — even through the rainy season — with Pattaya, Bangkok, and other top destinations continuing to shine.
