“Make Pattaya Great Again?” — But who’s supposed to do the heavy lifting: tourists, expats, or struggling local businesses? PATTAYA, Thailand – “Make Pattaya Great Again” sounds like a noble call, but it begs the question: who exactly is responsible for that mission? Should it be the foreign tourists coming back in droves, the long-term expats still clinging to their Beach Road nostalgia, or the local business owners trying to adapt to a tourism economy under stress? “Because as it stands, many argue Pattaya is doing a fine job pulling itself down — ‘No need help,’ one commenter quips.” The price of a beer is no longer a joke. From 60-baht beachside beers on Koh Samet to 80-baht soda water in Pattaya’s music bars, inflation is real, and so is the pain of a tourist dollar not stretching as far as it used to. As one tourist put it, “In 2013, short time was 500 baht. Now it’s 1500. That’s 40 euros.” And the exchange rate rubs salt in the wound. The British pound once fetched 85 baht — now it’s hovering under 44. The Australian dollar? It’s lucky to hit 21 baht, compared to 19 in the late ’80s. Tourists grumble: “Stay away then, Cheap Charlie.” Others shrug and say, “Pattaya can be expensive, but it can still be cheap — if you know where to look.” Like Chang beer at 39 baht. But let’s be honest — those bargains are buried beneath layers of inflation, higher alcohol taxes, and services now more focused on grabbing money than offering value. At the heart of the matter is not just money, but attitude. Some say Thai hospitality has become a “filthy hustle,” where “hungry for money” Thai vendors and service workers have lost the charm that once drew tourists in droves. Others draw comparisons to other destinations. “Go to the Philippines,” one commenter says. “They understand you. They know what hard-earned money means. Thai gals just plunder.” Some say it’s time to stop trying to make Pattaya ‘great’ — at least in the nostalgic sense. “Let them learn the hard way,” one expat laments. “Stop trying to justify anything here. Without a weak baht, there’s no reason to choose Thailand at all.” There’s a strong undercurrent of cynicism: Pattaya is too far gone, its golden era buried under currency fluctuations, diluted services, overpriced nightlife, and a loss of authenticity. But others remember differently. “The baht was stronger in the past, and people didn’t complain this much,” says a seasoned Bangkok veteran. Perhaps it’s not just Pattaya that changed — it’s the travelers, the expectations, and the world economy. Beer’s still cheap, but the vibe isn’t. Rising prices and falling patience leave long-timers wondering if the golden days are gone for good. So Who Should Do It? If “Make Pattaya Great Again” is to be more than a meme, who’s supposed to do the heavy lifting? Foreign tourists? Many are being priced out by expensive airfares and a tough exchange rate. Expats? A lot are disillusioned and disengaged — or just tired of being called “Cheap Charlies.” Local businesses? Some are trying — but many are just trying to survive. So maybe no one can make Pattaya great again — not the way it used to be. Maybe it’s about making it work now, in a different time, with different tools and expectations. Until then, you can still find a 39-baht Chang and a few sunsets that don’t cost a thing — but you’ll have to look a little harder than before.