Packed despite rising competition — tourists still flock to Pattaya’s beer bars where slashed prices keep seats full. (Photo by Jetsada Homklin) PATTAYA, Thailand – Long known as Southeast Asia’s beachside playground, Pattaya is now grappling with stiff competition from other destinations like Angeles City in the Philippines, Da Nang in Vietnam, and even emerging Thai provinces that promise lower costs and a different kind of experience. For many foreign tourists, where to travel is no longer just about sun and nightlife — it’s about authenticity, affordability, and atmosphere. Veteran travellers say the city’s appeal has shifted over time. “When I first visited Pattaya in the ’90s, it felt vibrant and reasonably priced — like a real escape,” one long-time expat recalled. “Now you have higher drink prices, staff asking for tips upfront, and cover charges just to sit with someone in a bar.” Some attribute the change to broader trends. “It’s not just here,” another visitor noted. “Across Thailand and elsewhere, you see bigger body types and maybe a different lifestyle. It feels less like the Pattaya of old.” Others compare Pattaya unfavourably to newer destinations. “I was just in Da Nang and Hoi An — beers were cheaper, food was varied, and there wasn’t the same pressure to tip or buy services,” said one frequent traveller. “It felt more laid-back and genuine.” A common criticism is that prices rose sharply after the pandemic and geopolitical shifts, while service quality did not keep pace. “Foreign-run bars that lower prices still fill up, but many local operators won’t adapt,” said one observer. “They’re holding on to high prices even as the customer base changes.” Some regulars also question Thailand’s pivot toward mass tourism from China and India. “You traded high-spending Western guests for groups that spend less per person,” one commenter argued online. “The focus is now on arrival numbers rather than the quality or spending power of visitors.” While Pattaya’s beer bar scene continues to draw crowds, many see it facing growing pressure. “Vietnam, Cambodia, the Philippines — they’re all catching up,” said another long-term visitor. “If you look beyond nightlife alone, you might have a better holiday elsewhere.” Yet others argue the evolution is natural. “Everyone has their own taste,” one woman said. “You can still have an affordable holiday here — you just can’t expect it to be like it was 30 years ago.” Ultimately, for tourists weighing where to spend their next vacation, it comes down to cost versus culture, and comfort versus crowds. For Pattaya, staying competitive isn’t just about slashing prices — it’s about keeping its unique charm in a changing market.