PATTAYA, Thailand – Tourists don’t cross continents, book oceanfront rooms, and shell out thousands of dollars just to be greeted by a maze of umbrellas and deck chairs packed so tightly together they can’t even glimpse the sea — let alone sit under a tree for free.
That’s the growing sentiment shared by many visitors frustrated by what they call the “umbrella mafia,” a nickname used to describe vendors who occupy large swathes of Pattaya’s beachfront with their tightly packed chairs and parasols.
“It’s horrible,” said one long-term visitor, echoing the mood of many online and offline. “We pay thousands to fly here, stay in hotels, eat out, and then you can’t even enjoy the beach unless you rent one of their overpriced chairs jammed under a tarp of shade.”
The controversy resurfaced this week after Pattaya’s “No Chair Day” — an initiative aimed at preserving beach aesthetics and giving the sands a breather — received mixed reactions. Some tourists praised the open feel and natural charm of the beach without obstructions. “It was the first time I actually saw the sea from Beach Road,” one visitor noted.
Others, however, miss the comfort and convenience of having a chair and umbrella available — particularly older travelers or families. Vendors, too, say they are already struggling and feel targeted by the policy. “Why make us close for a day? It’s already hard to survive,” one beach chair operator lamented. Suggestions have been floated to create designated “no chair” zones — much like roped-off swimming areas — to strike a balance.
But the deeper issue, some say, isn’t one day of rest. It’s the everyday takeover of public beach space. “You can’t even sit under a tree without someone yelling at you to move,” a tourist complained. “They’ve taken the view, the shade, and the beach itself — and they wonder why tourism is dropping?”
While the debate continues, one thing is clear: Pattaya’s sandy shoreline is more than just a business zone — it’s the heart of its appeal. And with international competition fierce, ensuring that tourists can enjoy the beach without being harassed or blocked might be key to keeping them coming.
After all, as one disgruntled traveler summed it up: “I’ve traveled the world, and no place does this. It’s anti-tourism.”
