‘Chinese gone, Indians here to stay, Europeans caught in the middle’ – Expats say Pattaya’s identity is becoming a jarring mix
“The Chinese are gone, the Indians are here to stay, and Europeans seem caught in the middle,” says one expat, capturing the shifting tides of Pattaya’s tourism landscape. (Photo: A baht bus drives along Pattaya Beach Road in May)
PATTAYA, Thailand – Pattaya, once known as an eclectic blend of Western nightlife, affordable living, and beachside charm, is undergoing a transformation that many long-term foreign residents say is making the city unrecognizable. At the heart of the concern is the city’s increasing focus on Indian tourism—particularly low-cost group packages—which expats claim is shifting the local culture, aesthetics, and even the hospitality industry itself.
“I’ve been here for over 15 years, and I barely recognize the place anymore,” wrote one user on a social media platform. “It used to be international. Now it feels like a budget version of Mumbai.”
Expats say Walking Street is just the most visible sign of a larger shift: Indian restaurants and pubs dominate many parts of town; hotels and bars are now catering to Indian group tours rather than independent travelers or couples; and loud, choreographed Bollywood music often replaces Western hits at popular nightlife venues.
The resentment isn’t only cultural—it’s economic. “The quality of tourists has gone down,” another commenter posted. “They spend less, demand more, and contribute to overcrowding.” Some business owners echo that sentiment, claiming the focus on low-budget volume tourism from India has driven prices down and put pressure on the kind of small, Western-style businesses that once thrived in the city.
Yet not everyone is opposed. Some longtime residents point out that every era of Pattaya has had its own dominant tourist group—from Americans in the 1980s and Europeans in the 1990s to Russians in the early 2000s and Chinese more recently. “Tourism evolves. Maybe this is just the new cycle,” one user commented. Another added bluntly, “The Chinese are gone, the Indians are here to stay, Europeans seem caught in the middle.”
Still, online comment sections are filled with laments and sarcasm:
“Why not just rename it Little India and get it over with?”
“So long as the money keeps flowing, the culture doesn’t matter.”
“Indian tourists deserve to be here like anyone else. But it feels like the city is trying too hard to please them exclusively.”
Some expats suggest city officials should strike a better balance. “Nobody’s asking to ban Indian tourists,” one commenter clarified. “We’re asking for inclusive planning—don’t lose what made Pattaya great for everyone.”
Whether this is a temporary phase or the start of a permanent realignment, one thing is clear: the soul of Pattaya is being debated more fiercely than ever, and not everyone feels heard in the process.
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