PATTAYA, Thailand – Pattaya, one of Thailand’s most iconic beach destinations, continues to draw millions of tourists annually. But as the Tourism Authority of Thailand (TAT) pushes to position the country for high-value and sustainable tourism growth, some long-time visitors and industry observers are asking tough questions about whether Pattaya is ready to evolve — or if it’s falling behind. From January 1 to April 21, 2025, Thailand welcomed over 11.35 million international arrivals, according to the TAT. While short-haul markets like China and Malaysia remain important, it’s the long-distance markets showing remarkable year-on-year growth: France (+22.65%), Italy (+28.6%), Israel (+97.43%), the U.K. (+20.61%), and the U.S.A. (+12.83%). These are the very travelers TAT is targeting with experiences in wellness, yachting, digital nomadism, and luxury leisure. Yet in Pattaya, the reality on the ground may not match the vision on paper. Despite years of booming construction, many long-time residents say infrastructure has not kept pace. “Overbuilt for years in Pattaya with no improvement to infrastructure, no parking, no widening of roads, no maintenance of sidewalks… it is becoming overrun,” said one frequent visitor, who added that Indian tourism has surged but public services haven’t kept up. Another expat, who lived in Pattaya before relocating to rural Thailand, said he now dreads returning for his quarterly visa runs. “I cringe at the thought of driving in Pattaya. The road infrastructure is pathetic. I book a hotel with parking because you can’t find parking on the street,” he explained. Others complain of declining aesthetics and overcrowding in certain areas, particularly South Pattaya, which has become heavily commercialized with a blend of Thai and Indian businesses. While some locals see the rise in Indian tourism as economically beneficial, others express unease — at times, harshly — over the city’s changing character. There is also dissatisfaction with how some policies are perceived as unfriendly to long-term holidaymakers. The lack of an easy, cost-free visa extension for long-stay tourists continues to irk many. “They do not appreciate long holiday tourists? The Thai travel industry needs to use its brain and do everything for free travel, comfort, safety, and perfect service,” said another online commentator. Yet responses remain divided. “If you don’t like it, why don’t you fly back to where you came from?” snapped one Pattaya resident in response to critical comments online — a remark reflecting growing tension between different segments of the city’s international community. To truly attract the kind of high-value travelers that Thailand is targeting — those seeking wellness retreats, luxury resorts, digital workspaces, and cultural immersion — Pattaya must address its weaknesses. Better transportation infrastructure, aesthetic urban design, parking solutions, pedestrian-friendly areas, and a stronger emphasis on safety and cleanliness will all be essential. The city has a lot to offer: world-class beachfront resorts, a growing café and co-working culture, golf, yachting, and access to medical tourism. But unless infrastructure and policy evolve to match the needs of discerning travelers, Pattaya risks being overlooked by the very audience Thailand hopes to attract. “There’s still time for Pattaya to adapt,” said one local hotelier, “but it needs to start treating tourism as a long-term investment, not just a short-term transaction.”