“It can either turn back 20 years or move further from what it was” — Expats call for a reset of Pattaya’s bar model to bring back the fun. (Photo by Jetsada Homklin) PATTAYA, Thailand – In the eyes of many long-term foreign residents, Pattaya stands at a crossroads: poised for a rebirth or spiraling further into stagnation. While city officials talk up recovery and tourism campaigns, the reality on the ground, according to local expats, is far more complicated — and their candid online discussions offer a glimpse into the city’s deeper dilemma. “It can either turn the clock back 20 years or stay as a ghost town. Simple really,” wrote one veteran expat, summing up the common feeling of uncertainty that hangs over the resort town. For many, Pattaya’s future hinges not just on promotional slogans, but on whether core issues like affordability, infrastructure, and changing tourist expectations are seriously addressed. One recurring theme is cost. Many pointed out that bar fines and drink prices have soared beyond reason. “Some places now charge a thousand baht or more before midnight, and even higher later at night,” one user noted. Others questioned whether tourists would continue to pay steep prices for “lady drinks” or spend freely in bars where the women are pressured by unrealistic sales quotas. “The beer bar business model needs a complete RESET,” argued one expat, calling for a system that balances affordability for tourists, fair wages for workers, and sustainability for bar owners. “Cheaper lady drinks would help,” another chimed in, pointing out how girls are pressured to sell 10 shots at a time at over two hundred baht each — often with little return. But not everyone agrees that prices are the core issue. “Life everywhere in the world is the same. You don’t think bar fines and beers are going to stay the same price as 20 years ago?” one user replied, suggesting some expectations may be outdated. Taxi fares sparked another lively debate, especially over Bolt, the app-based ride service. While some claimed “horrendously expensive Bolt trips” are driving tourists away, others dismissed this outright. “Since when was Bolt expensive?” one asked. “I always use Bolt and feel safe — prices are a lot lower than others,” a woman added, highlighting the divide in perceptions between occasional visitors and seasoned users. Others broadened the conversation beyond prices. “The biggest thing I noticed is trying to charge Western prices for food — and most is disgusting,” wrote one expat of 14 years, expressing frustration with inflated costs and disappointing standards. Another blamed the city’s “low budget” culture and the quality of tourists Pattaya tends to attract: “Cheap bar fines would attract the tourists Pattaya doesn’t need.” Still, some called for perspective. “It’s the same everywhere,” one poster said, pointing out that inflation, service charges, and tourist fatigue are global issues. Others noted that many bars still offer fair prices — if you know where to look. “People obviously aren’t looking hard enough,” one wrote. “Venture out and find the diamonds in the rough.” The comments also touched on deeper anxieties — from visa policies and a strong Thai baht, to uneasy regional geopolitics and shifting global travel patterns. “Too many problems in the news: visa rules, cannabis, alcohol, war with Cambodia,” one post read. Another simply said, “It’s almost as if Thailand leans more towards BRICS now and hopes they support them.” Despite the frustrations, some struck a more hopeful tone. “That will sort itself out,” one remarked. And perhaps that’s the heart of the expat paradox — Pattaya may never return to what it was, but neither has it completely lost its appeal. There are still cheap eats, relaxed nights, and familiar faces for those willing to adapt. But as one comment dryly put it: “Good luck with that. It’s been happening for decades.” Whether Pattaya reinvents itself or slides into deeper decline may depend not only on official policies but also on how its loyal residents — foreign and local alike — choose to engage, or disengage, from the city they still call home.