Strong baht forces Pattaya to rethink tourist value, as rising currency lowers spending power and raises questions about who truly benefits the local economy. (Photo by Jetsada Homklin) PATTAYA, Thailand – As the Thai baht strengthens to around 32.30 per U.S. dollar, questions are rising over the value that tourists bring — not just in spending, but in behavior. In popular destinations like Pattaya, where disturbances involving some visitors have increasingly affected residents, many are now asking: is Thailand pricing itself too low, not in money, but in dignity? The current strong baht, driven by softening U.S. bond yields and renewed bets on a Federal Reserve rate cut, may be good news for importers — but not necessarily for tourism. With each baht now yielding fewer foreign currency units, tourists’ real purchasing power drops, forcing a new kind of reckoning: who’s actually contributing to the economy, and who’s just testing local patience? Locals in Pattaya report groups of tourists frequently renting powerful motorbikes and disregarding traffic laws late into the night. The concern goes beyond noise — it’s about why these behaviors persist with little visible enforcement. Some suggest that higher spending may afford certain visitors more leeway, while others believe enforcement gaps stem from broader challenges in managing diverse tourist groups. Meanwhile, as the baht strengthens and discerning travelers increasingly seek quieter, more orderly alternatives elsewhere in the region, the balance is shifting. “Tourists should be treated in line with what they contribute — both financially and through respectful conduct,” a resident noted. If Thailand continues to welcome all visitors without condition or differentiation, some worry it may risk losing those who value and respect the country’s culture and laws.