Some say Western retirees are Pattaya’s biggest spenders, while others remain hopeful for a comeback of Chinese mass tourism. (Photo by Jetsada Homklin) PATTAYA, Thailand — As Thailand continues promoting its “Welcome All” tourism revival campaign, some foreign visitors in Pattaya are quietly wondering: What happens if the Chinese return — and what if they don’t? Strolling along Jomtien Beach or lounging in bars on Soi Buakhao, it’s not uncommon to hear debates about whether Pattaya’s fortunes still hinge on mass Chinese tourism, or if the city has already moved on. “They’ll be back,” said one longtime European retiree. “Just as soon as they realize there’s nothing to do in Vietnam or elsewhere.” But not everyone agrees. “No one really cares about Chinese tourists,” one tourist bluntly claimed. “They’ve never been big spenders and will never be. Get more Westerners — they’re the real big spenders.” It’s a sentiment echoed by others who say Western retirees are the real financial engine behind Pattaya’s nightlife and hospitality industries. “Retirees can spend 10,000 baht a night,” said a bar owner. “Chinese groups come, take pictures, and maybe spend much less than that as per person.” However, some locals are less certain. “Indians have taken over,” one Pattaya shopkeeper shrugged. “Chinese aren’t too keen on coming here now.” But another argued, “Maybe you haven’t seen the Chinese eat and spend — they do it easily here, especially in restaurants and shopping malls.” With changing visitor patterns, Pattaya’s businesses adapt—welcoming Indians, Westerners, and hoping Chinese groups will soon follow. (Photo by Jetsada Homklin) Yet despite the critiques, businesses haven’t given up on the return of Chinese mass tourism. Many remember the packed tour buses and back-to-back bookings before the pandemic. “Obviously, you haven’t seen nothing yet,” said a Thai tour guide, optimistic about a comeback. The Tourism Authority of Thailand (TAT) is working hard, busting their whole office to make the return happen sooner or later — arranging chartered flights, fast lanes at airports, elevated safety measures, and AI-aided security to welcome visitors back smoothly and confidently. Others remain skeptical — comparing hopes for the Chinese revival to the long-dashed expectations of Japanese tourist rebounds after the 1991 economic crash. “They are the same people who awaited the revival in the number of Japanese tourists,” one expat remarked dryly. For now, Pattaya waits — balancing its hopes on a mix of returning Chinese visitors, Indian family tours, and Western retirees. One thing is clear: no one group will carry the city forward alone.