While Pattaya struggles, the Gulf islands report over 50% hotel occupancy — fueled by Indian and Malaysian tourists during low season. PATTAYA, Thailand – As Pattaya’s restaurant and tourism industries grapple with economic pressure, falling foot traffic, and unclear government policy, all hope is not lost. Just across the Gulf of Thailand, the islands of Samui, Phangan, and Tao are proving that even during low season, a resilient and adaptive strategy can keep tourism afloat. According to Ms. Nichtharas Wanichcharoen, Director of the Tourism Authority of Thailand (TAT) Samui Office, tourism across the three Gulf islands has remained “surprisingly bright” despite entering the traditionally slow low-season months. While European arrivals have declined as expected, the islands have seen a notable rise in Indian and Malaysian visitors, pushing hotel occupancy rates above 50–55% on average. This stands in stark contrast to Pattaya, where restaurants and hotels are struggling with empty tables, rising costs, and a 14% nationwide drop in tourist arrivals — compounded by a sharp 35% plunge in Chinese visitors. Business owners say the city is becoming harder to sustain and increasingly less attractive to repeat tourists. Yet Samui’s performance offers a clear message: success is still possible with smart planning and market adaptation. Ms. Nichtharas highlighted how Samui has proactively diversified its visitor base and invested in ongoing activities to drive the local economy. Events like Samui Pride (June 26) and culinary festivals such as “Samui Story: Green Chef” continue to attract travelers. Meanwhile, Koh Tao is gearing up to host a sports-themed “Spotlight” event from June 27–29, helping maintain momentum even during the monsoon season. Ms. Nichtharas says strategic events and market diversity show Samui is weathering the storm — proving Thailand’s tourism slump isn’t universal. Another reason for Samui’s resilience lies in outreach and collaboration. On June 24, the TAT Samui Office will lead a delegation of 26 tourism operators to Pattaya for a business matching event — part of an effort to build interregional tourism connections and spark cooperative growth. While the economic outlook remains uncertain in many parts of Thailand, Samui’s steady numbers and flexible strategies are a reminder: Pattaya cannot afford to give up. With creative planning, broader market targeting, and cross-regional collaboration, recovery is still within reach. As Ms. Nichtharas put it, relying on any one market — such as Chinese or European tourists — is no longer a viable strategy. Instead, embracing diversity in both customers and experiences will be key to long-term survival. She encouraged tourism operators to recognize that promoting Samui during this season requires proper risk management — not dependency. Businesses must prepare to welcome tourists from a wide range of nationalities, including domestic Thai travelers. Even during rainy spells, Samui’s attractions remain open. With its blend of land and sea experiences, sunny intervals still offer beautiful beaches and a vibrant atmosphere. Tourism doesn’t have to stop just because the high season does. In Pattaya, the road to recovery may be longer. But if the Gulf islands prove anything, it’s that even in the rain, tourism can still bloom — if the ground is prepared. On June 24, Ms. Nichtharas will lead TAT Samui’s delegation of 26 operators to Pattaya for tourism matchmaking — aiming to boost regional cooperation and renew optimism.