PATTAYA, Thailand – Reporters surveyed Pattaya’s tourism scene over the weekend and found a notable decline in Chinese visitors. Many are now choosing Japan, South Korea, or Vietnam instead.
The main reasons include a strong Thai baht, which raises travel costs, and competition from neighboring countries that emphasize safety and value. Reduced flight routes between China and Thailand, coupled with post-pandemic caution among travelers seeking destinations with reliable measures and quality services, have all contributed to Thailand losing ground.
Nevertheless, experts still believe that Chinese tourists “want to visit Thailand and Pattaya” if confidence can be rebuilt and quality standards enhanced. This is particularly relevant for a younger generation of Chinese travelers who prefer independent travel (FIT) and are willing to pay for high-quality experiences.
Tourism scholars suggest that Pattaya should urgently craft a “Friendly Pattaya” image through enhanced safety measures, language training for staff, proactive marketing on Chinese platforms such as Weibo, WeChat, and Douyin, and engaging Chinese influencers to review new travel routes. Experiences like Pattaya Family Trips, wellness and spa packages, or luxury beachfront stays could specifically attract this quality-oriented segment.
While it may not be realistic to expect Chinese tourist numbers to immediately return to pre-pandemic highs, if Pattaya adapts appropriately, the city still has the potential to regain its status as a major destination for Chinese travelers in the near future.
