PATTAYA, Thailand – As Pattaya steps into its long-awaited high season, one might expect the city’s famous massage parlors and beer bars to be bustling with life. Yet, a recent survey shows that these small businesses remain quieter than anticipated, with many operators citing cautious spending, fierce competition, and a sharp drop in Chinese tourists as key challenges.
Somporn, a massage shop owner, said business has slowed significantly despite a steady flow of foreign visitors. “The economy is bad, and prices keep rising. Thai customers earn less, and foreigners are becoming more frugal. Even when we charge just 200 baht for a massage, some say it’s too expensive,” she said.
Another operator, Janechira, noted that success now depends more on service quality than flashy décor. “It’s not easy to run a massage or bar business. You need skilled, friendly staff and consistency. Some small, simple shops are full all day because of good service — a few even expanded to three branches,” she explained.
Meanwhile, beer bar owner Phannipa expressed concern that Thailand’s expanding visa-free policy might change Pattaya’s image. “We’re losing high-spending Western tourists who dislike chaos. If things don’t improve, Pattaya could lose its premium appeal,” she warned, adding that rental prices have soared to over a million baht, with annual ‘tea money’ fees in the hundreds of thousands.
Many operators also noted that the once-reliable Chinese market, known for its fondness for massages, has virtually vanished, further reducing revenue for massage parlors.
An investor familiar with the nightlife scene added that the market has become brutally competitive. “About 80% of new bar leases fail. To survive, you need strong connections, smart marketing, and a unique identity,” he said.
Overall, while Pattaya continues to attract visitors year-round, small business owners admit survival is getting tougher. With consumer habits changing, competition in every alley, and the absence of Chinese tourists, many are learning that in today’s market, “customers are spending less — but competitors are everywhere.”
