PATTAYA, Thailand – Despite entering the rainy season and the traditional tourism low season, Pattaya continues to see steady visitor activity, thanks in large part to travelers from South Korea and Japan who remain important contributors to the city’s tourism economy. According to Thailand’s Ministry of Tourism and Sports, South Korea remains among the country’s top five international source markets in 2026, while Japan continues to be regarded as a high-quality market known for longer stays and stronger spending power. Many tourism operators in Pattaya say these two Asian markets have become increasingly important at a time when visitor numbers from Europe typically decline during the low season. Kim Min-soo, a 34-year-old South Korean tourist visiting Pattaya with his family, said Thailand remains an attractive destination even during the rainy months.
“Thailand offers great value for money, from food and attractions to overall living costs,” he said. “Pattaya is especially convenient because it’s easy to reach from Bangkok, and there are plenty of cafés, restaurants, and seaside activities for families and younger travelers.” Another visitor from South Korea, 28-year-old Park Soo-yeon, said social media and recommendations from friends influenced her decision to visit Pattaya. “I love the beachfront atmosphere, the cafés, and the fresh seafood,” she said. “Even though it’s the low season and there’s occasional rain, you can still enjoy the city. Pattaya remains a charming destination for Korean tourists.”
Japanese visitors also continue to play an important role in the local tourism sector. Takeshi Yamamoto, a Japanese businessman who travels regularly to Thailand, said Pattaya remains particularly appealing to golfers and long-stay visitors. “The city has excellent facilities, reliable infrastructure, and a wide range of Japanese restaurants,” he said. “Japanese visitor numbers may not yet have fully returned to pre-pandemic levels, but the trend is steadily improving.” A hotel operator in Central Pattaya noted that South Korean tourists have become one of the key customer groups supporting occupancy rates during this year’s low season, especially families and independent travelers who book through online platforms. Meanwhile, Japanese visitors continue to be important for hotels, golf courses, and businesses catering to longer-stay guests. Their longer average stays and relatively high spending levels make them valuable customers for the local economy.
Restaurant operators have also reported seeing growing numbers of South Korean visitors at beaches, cafés, and popular attractions around the city. Japanese tourists, meanwhile, are more commonly found around hotels, golf courses, and Japanese dining establishments. Business owners say both markets are helping offset seasonal declines in European tourism and are providing an important source of revenue for local businesses during the quieter months. Tourism industry representatives believe that maintaining visitor confidence through strong safety standards, quality services, and ongoing promotional activities will be essential to keeping South Korean and Japanese travelers coming to Pattaya. As competition from neighboring destinations across Asia continues to intensify, many local operators see these two markets as crucial pillars supporting Pattaya’s tourism industry and broader economy throughout the 2026 low season.
