PATTAYA, Thailand – The Thai baht continues to show strength with little sign of easing, reinforcing concerns about its impact on tourism-dependent cities such as Pattaya, where foreign spending power remains a critical driver of the local economy.
Kasikorn Research Center reported that throughout 2025, the baht appreciated by 8.5 percent, closing the year at 31.41 baht per US dollar, compared with 34.10 at the end of 2024. Over the same period, Thailand’s stock market index fell 10.04 percent, highlighting a growing disconnect between currency strength and broader economic sentiment.
Looking ahead to January 5–9, Kasikornbank expects the baht to trade within a narrow range of 31.00–31.60 per dollar. Markets are closely watching Thailand’s December inflation data, foreign fund flows, movements in regional Asian currencies, and global gold prices. International factors, particularly US employment data, inflation expectations, and global PMI figures, are also expected to influence currency movements.
For Pattaya, the strong baht remains a double-edged sword. While it reflects financial stability, it continues to erode purchasing power for long-term visitors and repeat tourists, especially those earning in weaker foreign currencies. Local businesses — from hotels and bars to rental operators and restaurants — remain highly sensitive to exchange rate shifts, with many operators quietly acknowledging that currency strength now plays a larger role in visitor behavior than headline tourist arrival numbers.
Despite robust tourism promotions and event-driven visitor spikes, Pattaya’s reliance on foreign spending means that sustained baht strength could further pressure length of stay, discretionary spending, and long-term visitor retention in 2026.
