Thailand eyes low-season stimulus, but is it too little, too late as Vietnam surges ahead with bold tourism reforms? (File Photo – Pattaya Beach in summertime, Chonburi) PATTAYA, Thailand – As Vietnam races ahead with aggressive, forward-looking tourism policies—including a new 10-year golden visa and a goal to welcome 23 million foreign tourists in 2025—questions are being raised about whether Thailand is reacting too slowly to shifting regional dynamics. Vietnam’s golden visa targets foreign investors, skilled workers, and long-stay travelers, signaling a strategic pivot toward long-term, high-value tourism and immigration. At the same time, its seamless digital visa process has helped drive a surge in arrivals: 7.67 million tourists in just the first four months of 2025—up 23.8% from the previous year. By contrast, Thailand is now planning a domestic-focused stimulus campaign, called ‘Thailand Travel Co-Pay’, to boost travel during the upcoming low season (July–September 2025). The scheme is expected to offer partial government subsidies for Thai citizens booking accommodations in secondary cities, particularly for weekday travel. Details include: -Booking must be made directly with hotels, not through Online Travel Agencies (OTAs) -Each person will receive 10 travel entitlements, with conditions that some must be used in secondary cities or on weekdays -Co-pay rates: 40% by the state for major cities, 50% for secondary cities -Estimated budget: 3.5 billion baht Tourism and Sports Minister Sorawong Thienthong emphasized that the government was tasked by the Prime Minister to rethink old models of stimulus. “The PM said what we’re doing might not be enough. Compared to international markets, the money doesn’t go far—but this is about helping Thai tourism and Thai businesses,” he said. While the campaign may help stimulate domestic travel, the strategy feels cautious compared to the bold moves by neighboring countries. Vietnam is actively courting long-distance and high-spending travelers, including those from China, South Korea, the U.S., Russia, and Europe. Meanwhile, Thailand is still studying the domestic plan, with no firm launch date announced. Officials have acknowledged that tourism no longer requires emergency-style recovery measures like those seen after global lockdown. However, the lack of urgency risks ceding ground to regional competitors. Vietnam, for example, is not only attracting more tourists but doing so with forward-thinking policy, strong digital infrastructure, and global investor appeal. Adding to the urgency, Thailand’s Tourism Ministry is also seeking to rebuild confidence with the Chinese market. Minister Sorawong plans to meet with the Chinese ambassador next week to extend an official invitation for China’s Minister of Culture and Tourism to visit Thailand—an effort aimed at mending ties and boosting arrivals. In contrast, Vietnam is already seeing explosive growth from China (+56.7% year-on-year), Russia (+110.9%), and ASEAN neighbors, thanks to strategic visa exemptions and broad-based marketing campaigns. Thailand’s upcoming domestic campaign may help shore up hotel occupancy and support local economies during the low season, but it may not be enough to maintain Thailand’s regional leadership in tourism. Without bold, internationally focused reforms—such as a long-term visa strategy, simplified digital systems, and competitive incentives—Thailand risks falling behind. In Southeast Asia’s new tourism race, the clock is ticking.

Vietnam unveils 10-year golden visa to attract long-term tourists, investors, and global talent. PATTAYA, Thailand – Vietnam is making bold moves to position itself as a new tourism and investment hub in Southeast Asia with the launch of a 10-year “Golden Visa” program. Aimed at attracting long-term visitors, foreign investors, and skilled professionals, the initiative marks a major shift in Vietnam’s tourism strategy—one that moves beyond short-term visits toward long-term economic and lifestyle engagement. The golden visa, which offers renewable long-term residency, is part of Vietnam’s broader plan to transform itself into a sustainable tourism destination while simultaneously boosting innovation and economic development. The visa is expected to appeal to high-value individuals contributing to Vietnam’s tourism, technology, or business sectors. Vietnam’s immigration process is also rapidly embracing digital transformation. Notably, for Indian citizens, short-term business and travel e-visas can now be obtained entirely online, eliminating the need to visit an embassy. The upcoming golden visa program is expected to follow the same digital-first approach, streamlining the experience for eligible applicants. Beyond its economic promise, Vietnam offers an attractive quality of life. Cities like Ho Chi Minh City, Hanoi, and Da Nang are known for being relatively safe, affordable, and increasingly equipped with international schools, hospitals, and modern housing. Whether it’s the misty mountains of Sapa, the beach resorts of Nha Trang, or the historic temples of Hue, Vietnam offers diverse lifestyle experiences for those looking to call the country home. Tourism is already on the rise. From January to April 2025, Vietnam welcomed over 7.67 million international visitors, marking a 23.8% increase compared to the same period last year, according to the Vietnam National Authority of Tourism. China remains the largest source of inbound tourists, with 1.95 million visitors, making up 25.4% of total arrivals. South Korea follows with 1.58 million tourists (20.6%). Other key markets include Taiwan (440,000), the United States (323,000), and Japan. ASEAN neighbors such as Cambodia, Malaysia, and Thailand also rank among the top 10 markets. Several countries showed especially strong year-on-year growth: China: +56.7% Philippines: +98.3% Cambodia: +79.6% Laos: +44.7% Russia: +110.9%, now Vietnam’s largest European source market Meanwhile, Vietnam is also tapping into Europe by waiving short-term visa requirements for select countries. The UK, France, Germany, and Italy all posted double-digit growth in visitors. Poland, Switzerland, and the Czech Republic—whose citizens are enjoying visa waivers until December 2025—also saw significant gains. Looking ahead, Vietnam is set to roll out seven major international tourism campaigns in 2025, with the ambitious goal of drawing 22 to 23 million foreign tourists by year’s end. The new golden visa is expected to play a central role in that strategy. As Vietnam sharpens its competitive edge with liberalized visa policies, digital convenience, and lifestyle appeal, it is quickly emerging as a serious contender in the global tourism and investment landscape.

Thailand remains a top choice for Chinese tourists—thanks to easy digital payments and warm hospitality. PATTAYA, Thailand – Despite growing competition from other global destinations, Thailand remains one of the top travel hotspots for Chinese tourists, according to recent insights from Alipay and its global payment network Alipay+. During China’s recent Labor Day holiday and Golden Week—two of the country’s busiest travel periods—Chinese tourists traveled abroad in large numbers. Data from Alipay+ shows that Thailand remains among the top ten most popular destinations for outbound Chinese travelers, alongside Hong Kong, Japan, South Korea, Malaysia, Singapore, Canada, and European favorites like France and Italy. Alipay+ plays a crucial role in enabling this travel boom, allowing Chinese visitors to pay seamlessly using their domestic e-wallets in over 70 countries, eliminating the need to exchange cash. In Thailand, where Alipay is widely accepted across hotels, malls, restaurants, and convenience stores, this ease of spending enhances the overall travel experience—particularly for younger, digitally-savvy tourists. The data also shows that Chinese tourists are becoming more selective, seeking unique and specialized experiences. While Switzerland recorded the highest per-person spending, South Korea saw a sharp increase in average spend, driven in part by the booming demand for cosmetic procedures. Meanwhile, public transportation usage abroad by Chinese travelers has surged, with Alipay transactions in this category rising 53%. In destinations like Hong Kong and Macau, paying for subways and buses through Alipay has become second nature—mirroring their daily habits in China. In Europe and Japan, Chinese visitors increasingly use the app to buy train tickets or rent bikes. Tax refund services are also on the rise, with the average refund per transaction via Alipay increasing by 33%, and the use of promotional offers jumping 46% compared to the New Year holiday period. On the flip side, China is also attracting more international tourists, thanks to new visa-free policies and expanded digital tax refund options. Transactions made in China using foreign e-wallets have more than doubled year-on-year, led by AlipayHK, Malaysia’s Touch ‘n Go, Kazakhstan’s Kaspi.kz, Macau’s MPay, and Thailand’s TrueMoney. As digital wallets redefine the way people travel and spend, Thailand’s continued popularity among Chinese tourists underscores a key truth: convenience, familiarity, and value still matter—and Thailand delivers all three.

In Pattaya, it often starts with a beer and ends with a rethink: Is Thailand still the value destination it once was? PATTAYA, Thailand – In Pattaya, where beach life meets booming nightlife, many price-sensitive foreign tourists are quickly learning that the cost of fun can add up fast—often starting with something as simple as a cold bottle of beer. Take this all-too-common example: Pay 190 baht for a San Miguel beer that’s brewed and bottled in Bangkok, but many Bangkok bars and clubs try to say is an imported beer. Just one example of the greed. It’s a detail that stings for travelers who know the difference—and know the regional pricing. Sure, Pattaya still has its budget-friendly haunts, happy hour deals, and cold Leo at a roadside bar. But those on a tighter budget are growing more vocal about the creeping costs. They’re not just comparing prices across Thailand anymore—they’re comparing them across the region. In Vietnam or Cambodia, for example, that same bottle of beer might cost half as much—served in bars that, while modest, often feel more authentic and relaxed. In contrast, Pattaya’s bars can be noticeably less classy despite charging more, especially in high-footfall tourist zones where the assumption seems to be: “You’ll pay anyway.” For long-term visitors and savvy repeat tourists, this pricing disconnect is shifting behavior. They’re skipping overpriced drink spots, seeking out better value in less obvious corners of the city, or even choosing other destinations entirely where their money stretches further and the experience feels less transactional. What starts with a beer often ends in broader conversations—about value, fairness, and the direction Pattaya is heading. For a city that thrives on tourism, it’s a message worth listening to.

Helmetless riders and reckless turns paint a dangerous picture on Pattaya’s busiest streets. PATTAYA, Thailand – Pattaya’s streets, once symbols of a growing tourist city, are now increasingly defined by traffic disorder, reckless driving, and a visible disregard for road laws — especially by some foreign visitors who treat local rules as optional. While local authorities have made significant efforts to improve road safety and enforce traffic laws, the reality on the streets often paints a different picture. Alarmingly, some long-term foreign visitors and tourists are becoming increasingly adept at navigating — and violating — local traffic laws with little fear of consequence. It’s not uncommon to see motorbike riders without helmets, cars making illegal U-turns, and vehicles parked on sidewalks. What’s even more concerning is the rising number of foreign motorists, especially those renting scooters, who appear to believe the rules don’t apply to them. Some have even shared tips online about how to avoid police checkpoints or exploit unclear enforcement practices, such as riding without a license or ignoring traffic lights late at night. Locals often express frustration, noting that while Thai residents face fines or vehicle impoundment for infractions, some foreigners behave as if they’re immune. This perception of selective enforcement not only undermines respect for the law but fuels resentment within the community. Authorities in Pattaya have periodically ramped up efforts to address these issues — organizing safety campaigns, increasing checkpoints, and mandating proper licensing for rental vehicles. But many argue enforcement needs to be more consistent and visible, particularly in high-tourism areas, if the city wants to balance its open-armed welcome with public safety and order.

Baht Too Strong, Tourists Too Few – The rising Thai currency is driving budget travelers to cheaper destinations. PATTAYA, Thailand – Pattaya’s once-buzzing tourist districts are sounding the alarm. From the morning clatter of English breakfast cafés to the neon glow of late-night beer bars, small businesses are reporting an unsettling drop in foot traffic—and with it, a dangerous slide toward financial instability. The culprit? A combination of relentless economic pressures. The Thai baht’s recent strength, trading around 32.80-32.90 to the dollar, is making daily expenses steeper for budget travelers, many of whom are now flocking to cheaper havens like Vietnam and Cambodia. Meanwhile, local costs—from rent and imported ingredients to utilities—continue to rise.  “We’re not just slow; we’re dying.” That’s the grim outlook from a bar operator just off Soi Buakhao, one of Pattaya’s busiest nightlife corridors. He’s already been forced to lay off half his staff due to plummeting customer numbers and rising operational costs. Once thriving with tourists enjoying cheap beer and late nights, the bar now sits mostly empty, even on weekends. Like many small operators in Pattaya—from budget hotels to street-side cafés—he’s battling a perfect storm: a strong Thai baht making travel more expensive, shrinking arrivals from China, and stiff competition from cheaper Southeast Asian destinations like Vietnam and Indonesia. “The last high season helped us survive,” he says. “But if things don’t pick up by October, we won’t make it to the next one.” This story is becoming more common across Pattaya. Bars are dimming lights earlier, breakfast cafés are closing a few days a week to cut costs, and owners are skipping salaries to pay rent. With foot traffic shrinking, many fear that what was once a temporary downturn may turn into a permanent exit from the business. Adding to the crisis, many bar workers—especially freelance hostesses and bar girls—are increasingly bypassing traditional bar venues altogether. With fewer tourists walking into bars and tips dwindling, some have moved their services to the beach, public spaces, or online platforms like Telegram and dating apps. “Why wait in a bar for hours when you can connect with customers directly?” one former hostess remarked to reporters. This shift not only reflects changing survival tactics but also further undercuts the already struggling bar scene, where owners must still shoulder rent, electricity, and staff costs without the same flow of customers or commissions. It’s not just hyperbole. As European winter ends and seasonal tourists return home, many establishments are seeing their revenue dip below survival levels. Fewer backpackers are walking down Pattaya’s sois. Even long-time regulars are cutting back on visits or daily spending. Business owners whisper of closures, debts, and desperate attempts to stay afloat. Without immediate relief—be it tax breaks, tourism boosts, or policy changes—Pattaya may be on the brink of a small business collapse. The cafés and bars that give the city its soul are holding on, but the question now is: for how much longer?

Pattaya brightens up with 4,000 new LED streetlights — boosting safety, saving energy, and lighting the way to Koh Larn’s Tawaen Beach. PATTAYA, Thailand – The city of Pattaya is undergoing a large-scale street lighting upgrade, replacing over 4,000 high-pressure sodium streetlights with modern, energy-efficient LED lights across urban and suburban areas, including the popular island of Koh Larn. The initiative, dubbed “Bright Pattaya, Bright Communities,” aims to boost safety, cut electricity costs, and elevate the city’s appeal for both residents and tourists. The project is being carried out in four phases over six months, beginning in the inner city and expanding outward. Residents have welcomed the move, citing improved visibility and enhanced nighttime security. However, concerns remain in some neighborhoods—such as Soi 6 Photisan and Sukhumvit-Pattaya Soi 32—where lighting remains inadequate. Locals are calling for these remaining dark spots to be addressed swiftly. On Koh Larn, the road to the secluded Tawaen Beach is now 95% complete, with new lighting installed to support tourism and island safety. The city has emphasized that extending infrastructure improvements to island communities is key to creating a safe and accessible environment for all. In parallel, Pattaya is upgrading its iconic landmarks with vibrant LED displays. The famous “PATTAYA CITY” sign on Pratumnak Hill now features dynamic lighting that changes colors for special events and festivals, while Walking Street’s entrance is being outfitted with a new curved LED screen to enhance its modern nightlife atmosphere. City officials say the upgrades not only improve safety and energy efficiency but also help position Pattaya as a more attractive year-round destination, especially as it looks to boost tourism in the low season. With global visitors returning and infrastructure steadily modernizing, Pattaya is signaling a clear commitment to being a safe, welcoming, and world-class resort city.

ปกครอง ตำรวจ บุกตรวจ ปาร์ตี้สระน้ำ ชาวอินเดีย กว่า 200 ราย เล่นน้ำ เปิดเพลงลั่น ชาวบ้านโอดนอนไม่ได้ เมื่อเวลา 20.06 น.วันที่ 9 พฤษภาคม 2568 นายพัชรพัชร์ ศรีธัญญนนท์ นายอำเภอบางละมุง ได้รับการร้องเรียนจากประชาชน ว่ามี ผู้ประกอบการโรงแรม ลักลอบจัดปาร์ตี้ส่งเสียงดังจึงสั่งการให้นายณฐาภพ ยมจินดา ปลัดอำเภอบางละมุง พร้อมด้วย พ.ต.ท.จำลอง จินพละ สวป.สภ.หนองปรือ นายกิตติศักดิ์ มนต์แก้ว ปลัดเทศบาลตำบลโป่ง นำกำลังเจ้าหน้าที่ฝ่ายปกครองอำเภอบางละมุง เจ้าหน้าที่ตำรวจสภ. หนองปรือ เจ้าหน้าที่ตำรวจท่องเที่ยว เจ้าหน้าที่ตำรวจตรวจคนเข้าเมือง เจ้าหน้าที่เทศบาลตำบลโป่ง กว่า 50 นาย บุกเข้าตรวจสอบ พัทยาแมนชั่น เลขที่ 70/2 ม.6 ต.โป่ง อ.บางละมุง จ.ชลบุรี พร้อมทำการตรวจหาสารเสพติดในร่างกาย หลังเจ้าหน้าที่สนธิกำลังแล้วไปส่งสายลับไปเฝ้าสังเกตการณ์พบว่ามี การลักลอบจัดปาร์ตี้ สระน้ำ โดยนักท่องเที่ยวส่วนใหญ่เป็นนักท่องเที่ยว ชาวต่างประเทศ สัญชาติอินเดีย กว่า 200 คน กำลังเล่นน้ำอยู่ในสระน้ำ และนั่งดื่มแอลกอฮอล์ อยู่ริมสระน้ำ เคล้าคลอเสียงดนตรี ดังสนั่น อย่างสนุกสนาน เจ้าหน้าที่นำกำลังบุกเข้าตรวจสอบแบบไม่ทันตั้งตัว สร้างความโกลาหลให้กับนักท่องเที่ยวเป็นอย่างมาก เมื่อควบคุมสถานการณ์ไว้ได้ จึงทำารตรวจบัตรประจำตัวประชาชน ของกลุ่มเด็กสาว ที่ถูกว่าจ้างมา เอนเตอร์เทน ดูแลนักท่องเที่ยว รวมไปถึงการตรวจหาสารเสพติดในร่างกาย ซึ่งไม่พบเยาวชนอายุต่ำและผู้ที่มีสารเสพติดในร่างกายแต่อย่างใด โดยภายหลังได้ตรวจสอบเอกสารการขออนุญาต ของผู้ประกอบการโรงแรม และกลุ่มไกด์นำเที่ยว ที่เป็นผู้นำพานักท่องเที่ยว เข้ามาใช้บริการภายในโรงแรมแห่งนี้ เพื่อดำเนินการให้ถูกต้อง ในส่วนของเรื่องร้องเรียนที่มีประชาชนพักอาศัยอาศัยอยู่ในละแวกใกล้เคียง ร้องเรียนไปยังอำเภอบางละมุง ว่ากลุ่มนักท่องเที่ยวมีการปาร์ตี้ เปิดเพลงส่งเสียงดังทำให้ชาวบ้านได้รับความเดือดร้อน นอนไม่ได้ตลอดทั้งเดือน ก็ไม่ได้นิ่งนอนใจนำกำลังลงพื้นที่ตรวจสอบในทันที พร้อมทั้งประชาสัมพันธ์ในเรื่องของเสียง ต้องเป็นเป็นไปตามที่กฎหมายกำหนดอย่างเคร่งครัด หากพบว่ามีการฝ่าฝืนก็จะต้องถูกดำเนินคดีตามกระบวนการทางกฎหมายต่อไป ภาพ/ข่าว ทิวากร กฤษมณี ผู้สื่อข่าวภูมิภาคประจำเมืองพัทยา จ.ชลบุรี

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