PATTAYA, Thailand – Pattaya, long considered one of Thailand’s most vibrant tourism and expat hubs, may be facing an identity crisis. With Vietnam emerging as a rising star in Southeast Asia’s travel and investment scene, industry watchers and local residents are beginning to voice serious concerns about the city’s future.
A noticeable trend has been gaining momentum—many expats are leaving Pattaya and heading to Vietnam. While Thailand still welcomes millions of tourists annually, anecdotal evidence and property market signals suggest that Pattaya may be losing ground to its regional competitor.
“Never seen so many properties up for sale in 17 years,” commented one longtime resident. Real estate agencies in the city confirm a surge in listings, particularly condominiums and investment units previously popular with long-term foreign residents.
Several factors are fueling Vietnam’s rising appeal. With more liberal visa policies in some sectors, lower costs of living, a rapidly modernizing infrastructure, and a sense of freshness compared to the increasingly commercialized Pattaya, Vietnam is drawing both tourists and digital nomads in droves.
Business owners in Pattaya are beginning to worry. The potential drop in foreign foot traffic would affect everything from restaurants and night venues to healthcare, hospitality, and real estate. As one observer noted, “If Vietnam takes all the tourists, Pattaya’s economy could be in for a serious shake-up.”
At the same time, not everyone is cheering Vietnam’s newfound popularity. Among expats already based there, a different kind of caution is emerging: “Let’s hope Vietnam doesn’t turn into a Pattaya,” one commenter wrote in an online expat forum—referring to concerns that mass tourism could erode Vietnam’s cultural charm and natural appeal, just as some say has happened to parts of Pattaya.
For now, the balance of power in regional tourism has not yet shifted decisively. But if Thailand fails to adapt and reinvigorate its offering—especially for long-term visitors seeking more than a holiday snapshot—Vietnam’s gain might just become Pattaya’s loss.
