PATTAYA, Thailand – As Thailand ramps up domestic tourism incentives—like the newly proposed 3.5-billion-baht “We Travel Together” program for Thais—many foreign tourists are beginning to question whether they’re being treated fairly, especially in popular destinations like Pattaya.
While Thai citizens benefit from government subsidies covering up to 50% of hotel and meal costs, international visitors are facing what they feel is an increasingly steep price tag. From dual-pricing schemes at national parks to premium charges in hotels and restaurants, long-term visitors say the balance is tipping.
Many longtime visitors have expressed concern over rising costs in Pattaya, particularly for essentials like accommodation, food, and nightlife. “Hotels, foods, ladies and ladyboys prices should go down because they keep on rising in the past few years,” one visitor noted, citing a jump from 400 to 600 baht for the same room and a threefold increase in the cost of companionship along Beach Road.
Food and drink prices have also risen by up to 50%, contributing to a growing perception that foreign tourists are shouldering disproportionate costs. Girls on Beach Road were 500 baht, now it’s 1,500. Food prices have gone up by 50%, beers too—and so on, and so on.”
While some degree of inflation is to be expected post-pandemic, many believe these hikes are also being fueled by domestic policies that effectively pass the cost onto foreigners. The Thai government recently proposed a new phase of its “We Travel Together” program—now branded “We Thai Only Travel Together”—offering 50% subsidies on hotel rooms and meals exclusively for Thai citizens. The Tourism and Sports Ministry, under Minister Sorawong Thienthong, has submitted a 3.5 billion baht budget request to fund this initiative, including the issuance of one million travel vouchers.
Critics argue that while these schemes may boost local travel spending, they distort the market for international tourists. “Foreigners are paying up to 50% more to subsidize Thais going on holiday,” one frequent traveler commented. “Due to greed, prices will not drop anymore even when tourism slows down.”
Indeed, this dual pricing perception—where Thai nationals receive subsidized or discounted rates while foreigners pay full price or more—is becoming a sticking point for long-term visitors and repeat travelers. Some have observed visible shifts on the ground: “Hotel prices in Bangkok are already down a lot. But the streets feel quiet—except for the traffic, of course. Is it a low season or a downturn? Hard to tell.”
The sentiment is complicated further by an often upbeat tone from official tourism bodies. “Next week, some report from City Hall or TAT will tell us ‘everything’s just great!’” one traveler noted dryly. “The principle in losing face is to gain it back—as fast as possible.”
In fairness, Thailand has made significant efforts to improve tourism infrastructure, digital visa systems, and safety protocols. But as competition in Southeast Asia grows—with countries like Vietnam and Indonesia actively courting international travelers—balancing local economic support with fair treatment for foreigners will be key to Thailand’s continued success.
For now, visitors continue to flock to the Kingdom, drawn by its culture, climate, cuisine, and charm. But as one tourist put it, “If a fair price is set for everyone, then Thailand can transport its citizens around the country for free—and still keep its foreign fans happy.”
