PATTAYA, Thailand – For years, headlines have warned tourists that Thailand is “too expensive” as the baht strengthens, with Pattaya often portrayed as a victim of its own rising costs. But a closer look suggests that the city is still far from overpriced – it’s simply competing in a global tourism market that has changed dramatically since the pandemic.
On the surface, a two-week visit to Pattaya can seem costly if visitors focus only on certain high-end bars or tourist hotspots. “Three noodles, one beer, and a green coconut came to 1,000 baht,” said one recent visitor, highlighting the sticker shock in select resorts and themed venues. Yet this is far from the norm. Street food, local markets, convenience stores, and small bars still offer prices comparable to those of pre-pandemic years, and even international tourists note that basic drinks and meals in Pattaya remain cheaper than in Europe or the U.S.
By contrast, Koh Samui is where the real shock sets in. Green coconuts at some hotels can cost 200 baht, and small hotel meals are often marked up with resort branding. A casual night out on Samui easily surpasses Pattaya’s typical entertainment costs, illustrating that Thailand still has a spectrum of affordability – but Pattaya is rarely at the top of the expensive list.
Local observers and long-term visitors point out that the real issue is perception and choice. Some visitors focus solely on high-end entertainment districts, paying for premium drinks or experiences, while ignoring the vast range of reasonably priced options. Others complain about sex-oriented venues, expensive golf, or themed nightlife, but these are lifestyle choices rather than citywide cost indicators.
The strong baht plays a role, but it is not the primary driver of dissatisfaction. Western tourists often experience sticker shock after returning home to soaring inflation and interest rates, which limit disposable income. Meanwhile, other Southeast Asian countries, like Vietnam and Cambodia, remain cheap and accessible, attracting visitors seeking maximum value. Pattaya, however, still provides competitive pricing for food, drinks, accommodations, and transport – often far cheaper than Samui, Phuket, or Bangkok’s luxury hubs.
Tourism experts argue that Pattaya’s challenge is not cost, but perception and market segmentation. The city has long been associated with older foreign men, sex tourism, and night entertainment. This image has skewed reporting on prices, exaggerating the impact of the strong baht, while neglecting the vast range of budget-friendly options.
Ultimately, Pattaya remains a city where visitors can enjoy affordability alongside convenience. Street food, local restaurants, small bars, and modest hotels provide experiences that rival other Southeast Asian destinations – even as Samui quietly sets the bar for expensive Thai tourism. For visitors willing to look beyond resort and entertainment zones, Pattaya is far from the “too expensive” label.
