Without advance reservations, many Pattaya operators are left struggling through the low season with little relief in sight. (Photo by Jetsada Homklin) PATTAYA, Thailand — The monsoon season has cast a long shadow over Pattaya’s tourism sector, with many businesses facing a sharp dip in visitors and revenue. While some operators remain stable thanks to advance bookings, others are left scrambling to stay afloat as day-to-day tourist traffic slows to a crawl. “This time of year is always quieter, but 2025’s low season feels especially tough,” said a hotel manager near Jomtien Beach. “We’re lucky to have some European guests booked in for a few months. Without them, we’d be in serious trouble.” Businesses with confirmed reservations — often secured months in advance — are managing to weather the slump, particularly those catering to long-stay travelers and repeat visitors. But for many smaller hotels, tour operators, and beachfront vendors, the slowdown has been punishing. Walk-in guests are fewer and spending less. With skies frequently overcast and rains cutting short outdoor plans, tourism-reliant shops and service providers have seen foot traffic dry up. Taxi drivers, beach massage therapists, and restaurant owners alike describe the past few weeks as “dead quiet.” Operators say the real divide this season is between those who built booking pipelines through overseas agents or loyal client networks, and those still relying on last-minute guests or spontaneous tourist flow. While some Pattaya hotels rely on long-stay visitors to survive the slump, others face mounting pressure with empty rooms and no bookings. (Photo by Jetsada Homklin) “Bookings are lifelines,” said the owner of a mid-size guesthouse on Soi Buakhao. “Without them, you’re just waiting, hoping someone walks in — and most days, no one does.” Some relief is expected from the Thai government’s domestic tourism push, including campaigns like ‘Let’s Go Halves’ which aim to stimulate local travel with subsidies. While participation is moderate in coastal areas like Pattaya, the program offers a shot of activity, especially during weekends. Still, local sentiment remains cautious. Many in the hospitality industry believe the real recovery won’t begin until the final quarter of the year, when weather improves and international events return to the calendar. Hopes are pinned on high-season arrivals and speculation about large-scale festivals and concerts making their way to the eastern seaboard. Until then, Pattaya’s tourism engine is running on low gear — and for operators without forward bookings, every day of rain brings a tougher road ahead.