Pattaya Shifts Gears: With Chinese tourists fading, city eyes Middle East travelers to revive low season. (Photo – Pattaya Beach, Thailand) PATTAYA, Thailand – With Chinese tourist numbers dwindling due to safety concerns and declining confidence, the Tourism Authority of Thailand (TAT) Pattaya office is pivoting its focus to the Middle East, aiming to fill the gap during the current low season. Mr. Chaiwat Tamthai, Director of TAT Pattaya, revealed that from January 1 to June 8, 2025, Pattaya welcomed over 15 million visitors, including 9.6 million foreigners and 5.59 million Thai tourists. The top five foreign arrivals were from Malaysia (2.04 million), China (2.02 million), India (1.03 million), Russia (981,000), and South Korea (702,000). However, Chinese tourist arrivals have noticeably dropped — not due to visa restrictions or airline availability, but a growing lack of confidence in safety. Authorities acknowledge that several criminal incidents involving Chinese nationals, particularly so-called “grey Chinese businesses,” have tainted the country’s image among mainstream Chinese travelers. Compounding the problem is the lack of fresh tourism promotions or product offerings specifically targeted at Chinese markets. “Thailand has so many great destinations, but accessibility and awareness are still issues,” said Chaiwat. “Most tourists are funneled into a few well-known places like Mae Kampong in Chiang Mai. Chonburi also has plenty of natural and cultural attractions, but we haven’t promoted them widely enough.” At the same time, a growing number of Thai tourists are traveling to Middle Eastern destinations like Dubai, despite the 7–10 hour flight and limited attractions beyond luxury shopping malls. This shift has prompted TAT Pattaya to flip the script and pursue the Middle East as a viable inbound market. “We see potential in attracting mid-range Middle Eastern tourists to Pattaya,” Chaiwat explained. “But Pattaya must rebrand itself. We must present the city as a luxury and family-friendly destination — while still showcasing its improved nightlife scene. The proximity to Bangkok also works in our favor.” TAT Pattaya now plans a roadshow with local tourism operators to countries such as Saudi Arabia and Oman, hoping to spark new interest and balance the city’s tourist numbers during the low season.