You can build 5-star resorts, but if the street floods every time it rains, don’t expect billionaires to stick around. PATTAYA, Thailand – Every few months, Thai tourism officials roll out the same glossy plan: attract wealthier tourists. The idea is simple—fewer tourists, more money. Less crowding, more class. On the surface, it sounds smart. But here’s the reality: this strategy isn’t going to save low season tourism. Not even close. The Weather Still Sucks (And Rich People Know It High-spending travelers want blue skies, calm seas, and perfect Instagram sunsets. Thailand’s low season—complete with downpours, flooding streets, and stormy beaches—doesn’t exactly scream “luxury getaway.” Wealthy tourists can afford to go elsewhere when the rain rolls in. Europe, the Maldives, the Med—they follow the sun. Luxury Resorts, But Basic Infrastructure Right; that’s not going to work. 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 a tangled mess of overhead cables. Then there’s the public transport—think rusty pickups and inconsistent routes—and garbage collection that’s hit or miss. Sewers? An afterthought. Flooding? Guaranteed. Safety? Patchy at best—from building standards to fire escapes to having actual lifeguards on the beach. Meanwhile, stray dogs are still a common sight and basic tourist infrastructure lags behind your glitzy PR campaigns. So, dream on. But hey, you do have Thai smiles, friendly people, sexy ladies, and great food. So don’t despair. Not All ‘Wealthy Tourists’ Are Actually Wealthy Let’s talk about the UK crowd. The dream of “wealthier British tourists” is… well, kind of a stretch. Uk wealthier? If one Brit breaks a nail, his family is out there asking for money on crowdfunding sites with a tear-jerking story about the financial hardship to have it fixed. That’s not exactly the high-roller clientele you’re banking on. You’re Ignoring the Core That’s Already Here Here’s the real kicker: the group you consistently overlook is the one that helps sustain tourism during the low season—your long-term visitors and expats. Hear this every year but the real problem is you don’t take care of your core (ie Expats). These are the people who stick around when the backpackers leave, when the rain falls, when the flights drop off. They support local businesses, rent long-term, bring family and friends, and often help bridge cultural gaps. But instead of nurturing this group, policies often treat them like a nuisance—complex visa rules, inconsistent enforcement, and little acknowledgment of the role they play in keeping tourist towns alive year-round. Chasing high-end tourists won’t fill hotel beds in July or August, and it won’t fix long-term issues with infrastructure, services, or community building. If Thailand wants real, sustainable tourism—during all seasons—it’s time to invest in the basics, stop chasing unicorns, and take care of the people who already love the place. You don’t need billionaires. You need sidewalks, working sewers, and the humility to admit that maybe, just maybe, your core tourists aren’t flying in—they’re already here.