Frequent fare disputes and unclear pricing have left many tourists frustrated, adding pressure on Pattaya’s iconic baht-bus system to reform amid a slowdown in spending. (Photo – Pattaya Beach Road) PATTAYA, Thailand – With footfall falling across Pattaya’s streets, the city’s iconic baht-buses—once the cheap and cheerful lifeline of tourist mobility—are feeling the crunch. Ridership has declined sharply compared to pre-pandemic highs, and operators say the “new wave” of travelers is both more price-conscious and tech-savvy, often opting for app-based alternatives instead of hailing a slow-moving songthaew. “We used to be packed during high season,” said one driver parked near Central Pattaya. “Now, we circle for 30 minutes before picking up even one foreigner.” Compounding the issue is the long-standing practice of dual pricing. While Thai passengers are typically charged the standard 10 baht fare, foreigners often report being asked to pay 20 baht—or more—especially along beach routes or in nightlife areas. Though not official policy, this unwritten tiered pricing system has bred resentment among long-term visitors and budget travelers alike, many of whom say they now avoid baht-buses entirely. City Hall and the baht-bus operators’ association have made multiple attempts to control and standardize ride fares by posting official fare notices on the vehicles themselves. However, enforcement has proven difficult, and the practice of inconsistent pricing continues in many areas, particularly when dealing with tourists unfamiliar with the local system. Many times, drivers are seen exchanging heated words with foreign passengers over unclear or inflated fares—verbal confrontations that play out publicly and further damage Pattaya’s reputation as a tourist-friendly destination. Some local tourism operators are urging a rebrand of the system. “It’s not about losing 10 baht here or there—it’s the perception,” said one business operator. “Tourists today are comparing every detail, and word travels fast.” As Pattaya struggles to hold onto international tourism while nurturing domestic travel, critics say baht-bus operators may need to modernize—both in pricing and in service quality—to remain relevant. A more transparent, standardized fare system could go a long way in restoring public trust and luring back passengers.