Despite the sunshine, Pattaya’s beaches have thinned as cancellations ripple from border towns to major tourist hubs. (Photo by Jetsada Homklin) PATTAYA, Thailand – As tensions flare along the Thai–Cambodian border, the shockwaves are being felt far beyond frontline provinces. Pattaya, one of Thailand’s flagship beach destinations, is now grappling with a sudden drop in tourist confidence, business momentum, and booking numbers as fears ripple across the country. The Tourism Authority of Thailand (TAT) has reported severe tourism impacts in the eastern and northeastern regions following the July 25–28 border crisis. Border towns like Aranyaprathet in Sa Kaeo Province saw hotel bookings fall to zero. In Trat, all hotel bookings were canceled in Cambodia-adjacent districts, while island destinations like Ko Chang, Ko Mak, and Ko Kood faced cancellations of up to 60 percent. Farther north in Ubon Ratchathani, Surin, and Sisaket, group tours were called off almost entirely, with occupancy limited to reporters and relief personnel. The fallout didn’t stop there. Major destinations including Bangkok, Chiang Mai, and Phuket saw waves of trip cancellations, some of which were directly linked to the situation along the border. Phuket alone lost over 500 roomnights during the affected period, with 63 of those traced specifically to the unrest. While some of those destinations have rebounded with new bookings, places like Pattaya remain fragile. TAT Governor Thapanee Kiatphaiboon said the agency is working with urgency, monitoring the situation through both domestic and international offices and coordinating with other government bodies to reassure tourists. “Psychological impact spreads quickly,” she said. “We are launching campaigns to restore confidence and provide real-time updates about safety and preparedness.” In Pattaya, business owners say the damage isn’t just psychological—it’s financial. Beach vendors, nightlife operators, and hoteliers have all reported a cooling in visitor flow just as the city hoped to turn a corner after months of recovery efforts. With its high dependence on both domestic weekend travelers and international group tours, Pattaya is now considered a priority in the national tourism recovery plan. Officials are weighing a mix of strategies to revive the city, including safety reassurance campaigns, flexible travel promotions, and coordinated itineraries with nearby provinces less affected by the crisis. Visible signs of order—like lifeguards, clean beaches, and active law enforcement—are seen as crucial for restoring public confidence. While the border may be calm again, the shock to Thailand’s tourism heartlands has revealed just how interconnected—and vulnerable—the sector remains. For Pattaya, the next few weeks may determine whether the city regains its momentum or slips further into a slow season shaped more by fear than facts. TAT Governor Thapanee leads response efforts, urging public confidence amid mounting concerns.