Pattaya’s tourism boom risks overreliance on quantity over quality, raising sustainability concerns. (Photo by Jetsada Homklin) PATTAYA, Thailand — Thailand’s tourism sector is experiencing strong growth in new tour business registrations, with a 14 percent increase in the first half of 2025, signaling a robust recovery after recent years of uncertainty. However, the focus appears to be on quantity rather than quality of tourists, raising concerns about the long-term sustainability of the city’s tourism industry. Deputy Government Spokesperson Sasikarn Wattanachan highlighted this positive trend, citing a Department of Tourism report showing that 3,436 new tour businesses were registered between January and June 2025, up 14.04 percent from the same period last year. This surge reflects growing confidence among entrepreneurs eager to capitalize on returning visitor demand. Yet alongside this growth is a rising problem: unauthorized tour operations proliferating on social media. These unlicensed groups offer commercial travel packages to the public but operate outside the bounds of the law. Sasikarn warned that such activities violate the 2008 Tourism Business and Guide Act, carrying penalties of up to 500,000 baht fines, imprisonment, or both. The government urges these operators to formalize their businesses by applying for licenses at one of eight national registration offices. Using licensed tour companies not only complies with the law but also protects travelers with safety standards and insurance coverage in case of accidents. Despite the surge in tour businesses, there is a growing perception that Pattaya is welcoming any and all visitors, often prioritizing volume over quality. The city’s reputation as a mass-market destination may discourage higher-spending, discerning tourists who seek premium experiences. This dynamic poses challenges for sustainable growth, as over-reliance on high visitor numbers can strain infrastructure and dilute the city’s appeal. Authorities emphasize the need for safe, transparent, and regulated tourism to promote long-term stability. The public is encouraged to report suspected illegal tour activities to the Department of Tourism to help maintain standards and protect travelers. Sasikarn warns against unlicensed tour operators growing on social media, urging the public to use only licensed services.