Pattaya’s tourism boom hides a spending bust — strong baht, weak wallets, and the wrong kind of recovery threaten the city’s future. (Photo – Jomtien Beach, Pattaya) PATTAYA, Thailand – Tourist numbers may be up, but Pattaya’s economy tells a different story. On paper, the arrivals look promising. In reality, local businesses — from hotels to restaurants to massage parlors — are struggling. Why? Because volume doesn’t equal value. The truth is uncomfortable: Pattaya doesn’t need more people stepping off the plane. It needs visitors who can actually afford to stay, spend generously, and want to come back. The Thai baht opened on Friday (May 30) at 32.53 per U.S. dollar, gaining strength against yesterday’s close of 32.71. This might sound like good news to some — but for Thailand’s tourist economy, it’s another nail in the coffin. When the baht is too strong, the money foreign tourists bring with them simply doesn’t go as far. That cuts into spending. Fewer dinners out. Shorter hotel stays. Less shopping, fewer tips. This week, the baht’s strength was supported by global uncertainty: a weaker dollar, disappointing U.S. jobless claims, and renewed fears of aggressive U.S. trade policies. All of this has fueled expectations that the Federal Reserve may cut interest rates twice this year. That’s bad for the dollar — and bad for destinations like Pattaya that rely on American and European spending power. Even if Chinese arrivals increase or Russian charter flights return, a strong baht combined with global inflation means tourists are bringing “thin wallets.” And in a resort town that depends heavily on discretionary spending — not just heads in beds — this trend is dangerous. The warning signs are already flashing: Local business owners report shorter stays and smaller bills. Long-term foreign visitors — once loyal — are quietly disappearing. Rental vacancies are rising, and high-street shops are shuttering. It’s not just Pattaya. This is a national issue. But Pattaya, as a tourism bellwether, is sounding the alarm loudest. If policymakers don’t act — by stabilizing the baht, addressing dual pricing, and creating incentives for quality tourism — Thailand may find itself attracting the kind of tourism that fills immigration counters but empties bank accounts. Because what Pattaya needs is not more foot traffic. It needs tourists who can afford the full Thai experience — and leave wanting to return.