Once the go-to destination, Pattaya now watches as Chinese tourists choose cheaper, safer alternatives like Vietnam. PATTAYA, Thailand – There was a time when you couldn’t walk down Beach Road in Pattaya without hearing Mandarin spoken on every corner. Tour buses clogged the roads, Chinese restaurants were packed, and local businesses thrived on the steady stream of group tours and high-spending travelers from the mainland. Now, the landscape looks very different. Chinese tourist numbers in Pattaya have dropped dramatically. The question echoing through hotels, restaurants, and tour desks is simple: Where did they all go? Vietnam Is Calling The answer? Vietnam. And it’s not just a few travelers testing new waters. Vietnam welcomed around 1.5 million Chinese tourists in the first quarter of 2024, while Thailand lagged behind at 1.3 million. Why the shift? One major factor is cost. Travel to Thailand has become noticeably more expensive in the post-pandemic world. Hotel prices are up, dining is pricier, and day-to-day spending in tourist hotspots like Pattaya now exceeds what many Chinese travelers are comfortable with. In contrast, Vietnam offers similar beach vibes, cultural experiences, and shopping options—at roughly 30% lower prices. It’s no surprise tour agencies and independent travelers are voting with their wallets. Safety and First Impressions Matter Another concern weighing heavily on tourists’ minds is safety. High-profile incidents involving Chinese nationals in Thailand, including cases of extortion and even kidnapping, have rattled confidence. Safety perceptions can be hard to shake—especially when they go viral on Chinese social media platforms. Add to that the overall environment: unpredictable infrastructure, inconsistent public transport, power lines crisscrossing the sky, and spotty waste management. These things might be shrugged off by some visitors, but for many modern Chinese travelers expecting a comfortable, well-organized experience, it’s enough to push them elsewhere. “Dream On” — Local Frustrations Spill Over As officials push to attract “high-spending tourists,” many longtime residents and business owners are rolling their eyes. “Right; that’s not going to work,” one local commented. “You can build very fancy resort hotels (and you have), but the general level of upkeep in many tourist towns is nowhere near those 5-star levels. Y’all can’t seem to build sidewalks or have reliable electricity without cables everywhere. Public transport is third world, garbage collection is spotty, sewers seem like an afterthought, feral animals running around, flooding after it rains…” Despite these criticisms, there’s still plenty to love about Thailand—smiles, hospitality, nightlife, great food. But smiles alone don’t bring back millions of tourists. The Core Is Being Forgotten Beyond just Chinese travelers, many locals believe the government is also forgetting the people who keep Thai tourism afloat in the lean months: long-term visitors and “expats.” “Hear this every year,” another user quipped, “but the real problem is you don’t take care of your core.” While strategies focus on luring luxury travelers, the dependable markets—mid-budget tourists, return visitors, and yes, the massive Chinese middle class—are quietly disappearing. Can Thailand Win Them Back? It’s not too late. But it’ll take more than glossy marketing campaigns. Thailand must reckon with rising costs, address safety and infrastructure concerns, and create an experience that doesn’t just look good in brochures—but feels good on the ground. Until then, Vietnam—and other emerging destinations—will keep winning over the travelers Thailand used to count on.