As Pattaya bounces back, understanding visitor spending is key. Chinese tourists lead in numbers, while Indian and Western travelers pack a financial punch. (Photo by Jetsada Homklin) PATTAYA, Thailand – Pattaya’s vibrant tourism scene has long been fueled by a diverse mix of visitors, but the question of who truly drives the local economy with their spending remains a hot topic among business owners, locals, and tourists alike. Chinese Tourists: Leading in Numbers Chinese tourists have historically been a significant presence in Pattaya. Although their numbers have dropped by half since Songkran, Chinese travelers remain a vital force in retail, dining, excursions, and beach activities, known for traveling in groups and spending heavily on shopping and meals. Many locals anticipate a strong comeback from the Chinese market as the Tourism Authority of Thailand (TAT) works tirelessly to bring them back following pandemic-era travel restrictions by increasing service standards on chartered flights, fast lanes at airports, and personal security. Indians: Increasing Spending Power Indian tourists are rapidly gaining recognition for their growing presence and economic influence in Pattaya. According to the Tourism Authority of Thailand (TAT), Thailand welcomed approximately 1.18 million Indian tourists in the first half of 2025, making India the third-largest source market after Malaysia and China. The TAT projects a total of 2.5 million Indian arrivals by year-end. Indian visitors’ average spending ranges from 40,000 to 70,000 baht per person, often linked to destination weddings, business events, and leisure travel. This spending is notably high and contributes significantly to Pattaya’s economy, especially through shopping, dining, and cultural experiences. Some insiders suggest Indian tourists’ financial impact may be underestimated compared to other groups. Western Tourists: Still Significant but Facing Challenges Western visitors, particularly retirees and tourists from Europe, have traditionally been key contributors, especially in nightlife and hospitality sectors. Bar owners and hotel managers often highlight Westerners’ willingness to spend generously on drinks, entertainment, and services. “Retirees can easily drop 10,000 baht a night,” noted one bar owner, underlining their importance during the city’s quieter periods. However, recent economic factors, including a strong Thai baht, have caused some hesitation among Western tourists. Despite these challenges, the European market is showing signs of recovery, with double-digit growth reported from countries such as Germany, Italy, and Switzerland, whose visitor numbers have also increased steadily since January — as well as from the British, who are often drawn by the prospect of semi-retirement investments. What many of these travelers seek in Pattaya isn’t the loud atmosphere or late-night chaos, but rather quiet corners, sunsets by the sea, and companionship during their retirement years. Beyond Per Visit Spending: Frequency and Sector Impact The debate over who is the “biggest spender” in Pattaya is nuanced. Western tourists may spend more per night on entertainment and nightlife, but Chinese and Indian tourists often contribute more overall through higher frequency visits, larger group sizes, and substantial spending during their limited days of stays. As Pattaya continues to diversify its tourism base, understanding these spending patterns helps local businesses tailor their services and marketing strategies to attract and retain high-value visitors from all regions. While Chinese tourists lead in sheer numbers, Indian tourists are emerging as powerful contributors with increasing spending capacity. Western visitors, though currently facing some economic headwinds, remain essential to Pattaya’s tourism economy. The city’s future success depends on leveraging the combined economic strength of all its guests — a true melting pot of global travelers.