PATTAYA, Thailand — While official arrival numbers continue to paint a picture of recovery, many foreign visitors and long-term winter residents in Pattaya say the reality on the ground tells a very different story. A persistently strong Thai baht is quietly reshaping tourist behavior, slashing spending, and raising uncomfortable questions about who Thailand’s tourism economy is really serving.
For European visitors in particular, the currency shift has been stark. Just a year ago, exchange rates hovered near 37 baht to the euro. Today, closer to 36 — and at times stronger — the difference may appear marginal on paper, but over a three- to four-month stay it translates into tens of thousands of baht lost in purchasing power.
“I used to spend 300,000 to 400,000 baht during a three-month winter stay because Thailand felt cheap and worth it,” said one long-stay visitor in Pattaya. “Now I spend barely 100,000. I don’t drink, I don’t eat out. I shop at local markets and cook in my condo. Prices have gone through the roof.”
That story is increasingly common. Visitors who once supported bars, restaurants, massage shops, and small family-run businesses say they are now watching every baht — not because they are “low-end tourists,” but because the value proposition has shifted dramatically.
Many bristle at the narrative that Thailand is simply upgrading to “higher-quality tourism.”
“If the idea is that only the rich should come, then say it clearly,” another foreign visitor remarked. “But don’t pretend mass tourism spending hasn’t collapsed. We’re still here — we’re just not spending.”
The impact is most visible in Pattaya’s traditional tourism zones, where bars open fewer days, restaurants operate with skeleton staff, and hotel discounts are deeper than arrival statistics suggest. Business owners quietly admit that foot traffic no longer converts into revenue the way it once did.
Economists warn the issue extends beyond tourism. A strong baht also hurts exports, squeezing manufacturers and small exporters already struggling with rising costs. Critics argue the Bank of Thailand has been overly cautious, allowing the currency to remain strong while regional competitors like Vietnam and the Philippines become increasingly attractive alternatives for price-sensitive travellers.
“Tourists don’t disappear overnight — they adapt,” said a tourism analyst. “They shorten stays, spend less, or choose other countries next time. That’s exactly what’s happening.”
Some long-term visitors say they are already planning an exit strategy, splitting time between Thailand and cheaper destinations or leaving altogether. Others note the irony that while ordinary tourists and small businesses lose out, wealthy Thais benefit from stronger overseas purchasing power and luxury travel abroad.
“Winners are the elite who shop overseas,” one visitor said bluntly. “Losers are hotels, bars, restaurants — and Thailand’s grassroots economy.”
As Thailand heads toward what many fear will feel like an early low season by mid-January, critics say it is time to stop celebrating headline arrival numbers and start addressing spending power, value, and confidence.
“People will still come,” one visitor concluded. “They just won’t pay like before. And when they leave, they may not come back.”
