PATTAYA, Thailand – Pattaya’s streets are once again bustling with foreign visitors, beach umbrellas are up, and tour vans are rolling in—but something’s changed. While tourist arrival numbers are climbing back to near pre-pandemic levels, local businesses are reporting that travelers are spending less money and staying for shorter periods.
Hotel operators, restaurant owners, and shopkeepers across the city share a common refrain: the crowds are back, but the cash isn’t. Many tourists now opt for shorter vacations, packed itineraries, and budget-conscious choices. “It’s not like before,” said one beachfront vendor. “People still come to take photos, but they skip the cocktails and go for convenience store beer.”
This trend is being felt across the entire supply chain. Tour companies say they’re getting more single-day bookings, while mid-range hotels report weaker occupancy beyond weekends. Tailors, massage shops, and nightlife venues also cite a dip in per-person spending.
Several factors are behind the shift. A strong Thai baht has made Thailand relatively more expensive for visitors from key markets. Inflation, airline ticket prices, and global economic uncertainty are also contributing. Meanwhile, long-term visitors—once a staple of Pattaya’s economy—are becoming scarcer, often citing visa complications and rising living costs.
Despite the challenges, city officials remain optimistic. Ongoing infrastructure upgrades, festivals, and new promotional campaigns are aimed at drawing more diverse and higher-spending tourists. But for now, the contrast is clear: the volume is up, the value is down.
“We have guests again—but we’re working twice as hard to earn half as much,” said one residential operator, summing up the uneasy recovery of Pattaya’s tourism economy.
