PATTAYA, Thailand – As Hong Kong rolls out its ambitious “Hong Kong Summer Viva” campaign — a season-long celebration packed with events, discounts, and entertainment — one question looms: What is Thailand, and Pattaya in particular, doing to attract tourists this summer? With regional rivals turning up the heat, it’s no longer enough to rely on year-round charm or reputation alone.
Pattaya, long one of Thailand’s most iconic destinations, has been a magnet for both international and domestic tourists. But in a post-pandemic travel world shaped by stiff competition and evolving expectations, the city is increasingly struggling to stand out. Local operators are doing their best, but there’s growing sentiment that a coordinated national strategy — including targeted seasonal promotions — is urgently needed.
A “Summer Viva” or limited-time incentive tailored to key events and local experiences might be just the kind of fresh thinking needed to reignite momentum.
Meanwhile, Hong Kong is executing a clear, aggressive plan. Its Summer Viva campaign, launched in late June, offers over 100 summer-exclusive travel perks — from buy-one-get-one-free restaurant deals and dessert promotions to themed afternoon teas, buffet discounts, and attraction bundles. Major tourist landmarks and transport hubs are joining in, offering deals like free Sky Terrace 428 access with a Peak Tram return ticket, and steeply discounted harbor cruises.
The city is also hosting big seasonal draws — including Hong Kong Disneyland’s summer shows, Ocean Park’s water festival, anime expos, global football events featuring clubs like Liverpool and AC Milan, and major cultural fairs. All of this is unified through the revamped Discover Hong Kong platform, where travelers can register, save, and redeem deals seamlessly across hotels, restaurants, and attractions.
By contrast, Thailand lacks a similar coordinated summer identity. While tourist numbers remain healthy in some regions, there’s no standout national campaign, no single platform uniting deals, no curated “summer experience” — and no clear message enticing global visitors during this traditionally quiet period.
This is especially concerning as Thailand’s tourism ministry just revised its annual arrival target downward, from 39 million to 35 million, citing safety issues and declining visitor confidence. For the first time ever, Vietnam has overtaken Thailand in Chinese tourist arrivals, while Malaysia offers long-term visa-free stays. The region is innovating. Thailand is hesitating.
The idea of a “Summer Viva” — a summer full of life — could be more than a gimmick. If designed smartly, it could blend temporary visa perks with curated experiences, local festivals, exclusive deals, and that vital element of seasonal urgency modern travelers crave. Instead of merely easing rules, Thailand should create travel momentum.
As one tourism expert bluntly put it, “It’s time for the government to promote tourism seriously.” Without new ideas and focused planning, places like Pattaya may fall further behind in a region that’s only getting more creative and competitive.
Summer is no longer a low season — it’s a strategic season. And right now, Hong Kong is showing how it’s done.
