PATTAYA, Thailand – Every time a complaint about tourism scams or inflated prices goes viral, Pattaya is usually the first name dragged into the conversation. Beach chairs, jet skis, taxis, drinks—Pattaya has long been portrayed as the poster child for tourist rip-offs. But the latest outrage coming from Cha-am tells a different story, and it is one Thailand should not ignore.
During the recent holiday period, social media lit up with angry reactions after visitors reported being charged 100 baht per beach chair, or forced into “sets” costing 500–600 baht just to sit by the sea. One widely shared post described a family of six being told that the price was high simply because it was a festival period. Even when they explained they were locals from Phetchaburi, the price barely moved.
This kind of pricing has nothing to do with service quality or improved facilities. It is opportunism, plain and simple. And it is happening far beyond Pattaya.
The assumption that only Pattaya cheats tourists is convenient but inaccurate. Inflated holiday pricing, vague “festival rates,” and forced packages are becoming common in many beach destinations—from Cha-am to Hua Hin and beyond. The difference is that Pattaya gets named and shamed, while similar practices elsewhere quietly pass as “normal seasonal pricing.”
The real damage goes beyond a few hundred baht. Overpricing erodes trust. Domestic tourists feel exploited in their own country, while foreign visitors leave with the impression that Thailand’s hospitality disappears the moment demand rises. Once that perception takes root, no marketing campaign can easily undo it.
What makes the situation worse is the lack of transparency. Beach chair prices are rarely displayed clearly. Tourists often discover the cost only after sitting down, when arguing feels awkward or pointless. This power imbalance—especially during crowded holiday periods—encourages abuse.
If Thailand wants to protect its tourism reputation, the conversation must shift. The issue is not “Pattaya versus everywhere else.” The issue is fairness, consistency, and enforcement across all tourist areas. Clear price displays, reasonable caps during peak seasons, and real consequences for exploitative pricing would go much further than blaming one city.
Until then, complaints like these will keep surfacing, and Pattaya will continue to be unfairly singled out—while the real problem quietly spreads along the entire coastline.
