Tourists may look to Vietnam as an alternative, but few find a true match for Pattaya’s vibrant nightlife, lively beach scenes, colorful festivals — or even the warm smiles and seductive charm of the bar girls. (Photo by Jetsada Homklin) PATTAYA, Thailand – As frustrations grow over rising bar fines, taxi fare hikes, and changing visa policies in Thailand, some tourists and long-term visitors are considering alternatives like Vietnam. However, those expecting to find “another Pattaya” across the border may soon be disappointed. Vietnam has attracted a steady flow of curious travelers, including retirees who have relocated after years in Thailand. Early reports from these newcomers are cautiously optimistic—highlighting a slower pace of life, fewer regulations, and generally lower living costs. Yet many who tried living in Vietnam have returned unimpressed. Despite its unique charm, the nightlife, convenience, and vibrant energy found in Pattaya are simply unmatched. Pattaya’s lively beach scenes, bustling events, and vibrant fairs offer a sensory mix that few destinations — including Vietnam — can match. From colorful festivals and international concerts to buzzing night markets and beachfront fireworks, the city pulses with life around the clock. Add in the famously warm smiles, the seductive charm of the bar girls, irresistible street food, and thumping beats from late-night venues, and it’s easy to see why this city has remained magnetic for decades. For better or worse, there is only one Pattaya — and for many, nowhere else comes close. Meanwhile, dissatisfaction is growing across Pattaya’s tourist economy, signaling clear areas where improvements are urgently needed. Lady drinks in some bars now cost over two hundred baht each, placing heavy pressure on working girls to meet high sales quotas just to make a living. The traditional beer bar model—once known for its affordability and friendly atmosphere—is increasingly seen as outdated and unfair, affecting both customers and staff alike. In popular areas like Soi 6 and Buakhao, soaring bar fines—sometimes going over the top before midnight—only add to visitors’ frustrations, while some venues quietly offer lower rates, revealing a market struggling with uneven demand and desperation. If the Thai government and local authorities want to reverse this trend and restore confidence among foreign tourists, urgent steps must be taken to regulate pricing fairly, support workers’ livelihoods, and ensure Pattaya remains a welcoming and affordable destination. To make matters worse, the baht’s strength against foreign currencies like the euro and pound has dulled Thailand’s affordability. The return to 30-day tourist visas for many Europeans is further pushing visitors to reconsider their options. This has left many feeling less welcome, especially as policy changes seem to favor BRICS-aligned countries while Western tourists are merely tolerated. Still, not everyone is ready to jump ship. Some suggest skipping the bar scene entirely — opting for a few brisk walks to shed the beer belly, practicing self-discipline, and saving that stack of grey notes for something else. With motorbike taxi fares climbing, even getting around town feels pricier than it used to. Suggestions like closing certain beer arcades to motorbikes after 8 p.m. and introducing fairer taxi meters hint at simple, practical ways the city could start winning back tourist loyalty. Yet deeper challenges remain — rising numbers of budget travelers from conservative countries, the growing saturation of kebab shops and barber salons, and lingering confusion over cannabis laws and alcohol regulations all add to the fatigue. Visa headaches, war jitters near the Cambodian border, and nightly news stories don’t help Pattaya’s image either. Some say it’s already too late and that Pattaya needs a complete reset—better business models, fairer wages, and more realistic pricing—to stay vibrant and appealing. Others believe the city still has the potential to reclaim its charm and bounce back. Though places like Vietnam or the Philippines may not offer the same experience as Pattaya, every effort counts to keep tourists eager to fly in and visit. Ultimately, supply and demand will decide the future. For now, despite its challenges, Thailand remains the best option for many who have tried their luck elsewhere. The complaints are loud — about prices, policies, and crowds — yet the flights to Pattaya keep coming. Whatever its flaws, the city still knows how to cast a spell. (Photo by Jetsada Homklin)