Pattaya’s charm endures: affordable sea-view rooms, delicious street food, and nightlife with a freedom you won’t find anywhere else. (Photo by Jetsada Homklin) PATTAYA, Thailand – The Europeans are back in Pattaya, filling hotels, lounging on beaches, and fuelling the massage parlours. Mostly older men, many of whom have been coming for decades, are returning — but something has changed. While the city once basked in easy-spending holiday bliss, this year’s tourists are far more measured — and more vocal about what’s different. This isn’t the carefree crowd of years past. These are seasoned returnees, veterans of Southeast Asian getaways, and many have arrived with calculators in hand and memories of better exchange rates. A combination of economic anxiety and currency frustration has shifted the dynamic. With the euro hovering around 38 baht — far from the golden years of 50+ — some shrug it off, but others count every baht. The mood: cautious, calculating, and not shy about complaining. Still, they’re chasing deals — from cheap massage parlours to discounted hotel rooms. “A 1-hour massage in Germany is €90. Here it’s just €6–8,” said one retiree, adding with a grin, “Add 10 more and the smile gets bigger.” But those small extras — whether it’s a “short time” behind curtains, a “long time” arrangement for companionship, or lady drinks in bars — are getting costlier. Bargains are now negotiated, not assumed, and value-for-money debates dominate café chatter. Some locals say the era of easy tips and flowing drinks is over. For bar owners, it’s a new challenge. Lady drinks, once handed out like party favours, are now met with hesitation. “They say they’re broke, but still drink five beers,” one bar girl said. “Just no drinks for us.” Even nightlife veterans are adjusting. A British visitor who’s been coming for 15 years shared, “I used to spend like a king. Now I think twice about every beer and every bar fine.” Still, Pattaya retains its magnetic pull. Rooms with sea views remain affordable, street food stays flavourful, and the entertainment — whatever form it takes — continues to offer more freedom than back home. Complaints abound, but so do return visits. As one Frenchman put it: “Sure, prices are up. But where else can you get sunshine, freedom, and a smile — all in the same hour?”