PATTAYA, Thailand – While Thailand welcomed over 20 million foreign visitors in the first eight months of 2025, Pattaya continues to report lower-than-expected tourist numbers, raising concerns among local businesses.
According to Sorawong Thienthong, Minister of Tourism and Sports, from January 1 to August 10, 2025, the country received a total of 20,197,119 foreign tourists, generating approximately 937.65 billion baht in revenue. The top five nationalities visiting Thailand were China (2,835,910), Malaysia (2,785,725), India (1,426,080), Russia (1,144,105), and South Korea (950,692).
Last week, tourist arrivals increased across most markets due to summer holidays and extended public holidays in Japan. Japanese tourist numbers surged 86.33% from the previous week, moving them from the fifth to the third largest group. Long-haul markets also saw growth, particularly tourists from Israel who completed religious pilgrimages before visiting Thailand.
In total, 627,339 foreign tourists arrived last week, up 7.08% from the previous week, averaging 89,620 visitors per day. The top five nationalities last week were China (102,750), Malaysia (85,622), Japan (37,611), India (35,387), and South Korea (32,320). Tourist numbers from Japan, Malaysia, and China increased by 86.33%, 10.58%, and 5.55% respectively, while arrivals from South Korea and India fell by 12.82% and 6.68%.
Despite strong national numbers, Pattaya has struggled to attract tourists at the same pace as Bangkok and other destinations. Experts say this is due to rising costs, competition from other coastal resorts, and lingering perceptions of over-commercialization.
Looking ahead, authorities expect foreign arrivals to stabilize, supported by factors such as school holidays in Europe and East Asia, Thailand’s Amazing Thailand Grand Tourism and Sports Year 2025 campaign, government measures easing travel procedures—including the suspension of TM6 forms—and incentives for airlines to increase flight capacity.
While Thailand as a whole shows strong recovery in international arrivals, local tourism operators in Pattaya remain cautious, emphasizing the need for targeted promotion and enhanced visitor experiences to boost the city’s appeal.
