PATTAYA, Thailand – Local reporters surveyed the tourism scene in Pattaya during the low season of May and found that tourism businesses are facing significant challenges due to a noticeable drop in visitor numbers. Particularly affected is the Chinese tourist segment, which has seen a decline of up to 30%, resulting in hotel occupancy rates falling to an average of just 52%. Hotel operators and related businesses are now urging the government to quickly roll out domestic tourism stimulus measures to help them survive this difficult period.
Despite efforts to attract tourists through weekend events, external factors — such as the recent earthquake in China — have significantly reduced Chinese tourist arrivals, leading to sharp revenue losses for local operators.
In response, the Ministry of Tourism and Sports is planning to intensify domestic tourism promotion. A new campaign, titled “Half-Half Travel Thailand,” is set to launch by mid-2025. This initiative aims to sustainably revive the country’s tourism economy during the low season, especially by encouraging weekday travel and visits to lesser-known destinations.
The campaign will offer tiered government subsidies: 40% support for travel to major cities and up to 50% or more for travel to secondary cities. The goal is to strengthen small businesses and local communities in non-mainstream destinations, reduce overcrowding in popular spots, and create genuine grassroots economic circulation.
