Once the heartbeat of Pattaya nightlife, Walking Street now feels out of tune for many Europeans — too noisy, too costly, and no longer their scene. (Photo – Pattaya Beach Road, Thailand) PATTAYA, Thailand – Once hailed as Southeast Asia’s nightlife capital, Pattaya’s Walking Street is facing a new kind of spotlight—one filled with second thoughts, rising costs, and growing cultural friction. For many longtime European visitors, the question isn’t just “what went wrong?”—it’s “where to next?” “Walking Street used to be electric,” one Australian couple wrote, reminiscing about seafood dinners and music-filled nights. “But now, there’s nothing left to attract us. We stay away. We’re not the only ones. Sad, but true.” Veterans of Pattaya’s golden nightlife era say the vibes are different now—and not just because of price hikes. Many are turned off by what they call a “Bollywood invasion” of bars and clubs. One local expat said he’s only visited the strip four times in seven years—mainly to entertain visiting friends. “It’s full of Indian and Russian places now, and extremely overpriced,” he said. “More reason to stay away.” Others offer a more measured view, noting that Bollywood music is really only concentrated in front of a few clubs. “Let’s be fair,” one Thai tourist said. “Why should Walking Street play only Western music? There are Chinese and Russian tourists here too. It’s not just one crowd anymore.” Still, some foreigners don’t like the shift. “Many moons ago it was my favorite place on earth,” wrote one man. “But since the Bollywood takeover, I avoid it like the plague.” Some aren’t just complaining about the music or cultural mix. They’re raising broader questions about government policy. One European long-term visitor pointed out: “Thailand is actively discouraging tourism. They’ve shortened the visa-on-arrival period, added a digital tax, and are even talking about an exit tax.” Aside from policy and atmosphere, price remains a sore point. “Drink prices were always high, even before the Indian influence,” said one commenter. “Now it’s sky-high across the board.” With the strong baht, rising airfare, and added taxes, many Europeans say Thailand no longer offers the value it once did. One former visitor said he used to love the seafood restaurants but hasn’t returned to Walking Street in 10 years—and doesn’t miss it. Others are considering alternatives entirely: “I think next time, Cambodia.” For those quietly walking away from Pattaya, several other destinations now offer a more relaxed, affordable, or culturally comfortable experience. Vietnam, Cambodia, and even parts of the Philippines are gaining traction. “The entertainment might not match Walking Street,” one expat admitted, “but the hassle is lower and the prices are right.” Jomtien, Soi Buakhao, and Naklua also continue to attract those who still want Pattaya without the current drama of Walking Street. “It’s not all Bollywood,” said one visitor from Bangkok. “Bamboo Bar is packed every night after 11 PM. Lucifer, 808, and Stone are still going strong. People exaggerate.” Whether Pattaya is undergoing an evolution or decline depends on who you ask. Some say it’s just growing pains as Thailand adjusts to a more diverse tourist mix. Others see it as a breaking point for the long-term Western crowd who once treated Pattaya as their second home. As one commenter put it bluntly: “It’s not Pattaya anymore. May as well put a cricket pitch on Walking Street.” Still, many others simply shrug and say: “If you can’t get along with other people, maybe the problem isn’t the others.”