PATTAYA, Thailand – Pattaya’s tourism industry is facing growing pressure ahead of the winter high season, with airfares rising by 30–40%, stronger competition from regional destinations and a lack of clear advance booking signals raising concerns among local operators.
Thanet Suphonsahasrungsi, president of the Chonburi Tourism Federation Association, said the tourism outlook was slowing under pressure from several factors, particularly conflict in the Middle East, which has affected fuel prices and airline operating costs.
The increase in airfares is influencing the travel decisions of international visitors, particularly those from Europe. European travellers have traditionally favoured connecting flights through Middle Eastern hubs, where fares were previously around 20–30% cheaper than direct services. Restrictions and disruption affecting travel through the region have pushed up costs, prompting some visitors to postpone their plans.
Thailand is also facing tougher competition from destinations such as Vietnam, which continues to develop tourism attractions and expand flight routes. Thanet said travel costs in Vietnam were approximately 20–30% lower than in Thailand, making it an increasingly attractive alternative.
Japan remains popular, supported by the weaker yen, while China is developing new tourist destinations and offering competitive airfares, giving international travellers more choices.
Thanet said the approaching high season was particularly difficult to assess because tourism operators had yet to see clear advance booking trends. In previous years, businesses could generally forecast bookings two to three months ahead, allowing them to plan staffing, services and preparations for incoming visitors. That visibility is now lacking.
Safety concerns are another issue requiring attention, particularly in the Chinese market. An advisory urging Chinese nationals travelling to Thailand to exercise greater caution could affect the country’s image and confidence among potential visitors, he said.
Thanet called on the government to take more decisive action to reassure international visitors about their safety, while developing distinctive attractions and experiences to improve Thailand’s competitiveness against regional rivals.
He said these efforts were especially important for Pattaya as the city enters one of its most significant tourism periods, with businesses hoping to attract international visitors despite rising travel costs and uncertain demand.
