PATTAYA, Thailand – Pattaya’s beachfront has returned to a lively, international atmosphere as Thailand’s peak tourism season gathers pace, with large numbers of foreign visitors flocking to the city each day. A recent on-site survey by reporters found beaches and public spaces busy with overseas tourists, underscoring renewed momentum in Thailand’s tourism recovery — particularly in major destinations favored by international travelers.
According to the Ministry of Tourism and Sports, foreign arrivals to Thailand have continued to rise since late 2025, reaching around 100,000 visitors per day before climbing further to approximately 130,000 daily in recent weeks. The increase reflects the impact of proactive tourism promotion, targeted marketing tailored to different source markets, and enhanced safety measures aimed at restoring traveler confidence.
The ministry’s permanent secretary said the figures signal growing trust among international visitors, supported by improved security standards and more strategic communication of Thailand’s tourism image.
The Chinese market, which previously slowed due to China’s domestic tourism policies and safety-related concerns, is also showing signs of recovery. Government agencies have stepped up efforts on multiple fronts — from marketing and public relations to tighter safety oversight — resulting in Chinese arrivals rebounding from about 10,000 per day to nearly 30,000 per day.
As part of its longer-term strategy, the Ministry of Tourism and Sports, together with the Tourism Authority of Thailand, is shifting its focus toward high-value tourism while promoting a more seamless travel experience. The approach aims to spread tourism income to secondary cities, enhance sustainability, and reduce overreliance on volume-driven growth.
A year-long calendar of promotional events is being prepared to maintain momentum and reinforce Thailand’s position as a strong regional and global tourism destination in 2026.
In Pattaya — one of the country’s most visible tourism barometers — the return of crowds is being closely watched as both a sign of recovery and a test of whether the “quality tourism” push can translate into lasting confidence and balanced growth.
