Tourism Authority reports double-digit growth from Germany, Italy, and Switzerland, signaling renewed interest in Thailand. PATTAYA, Thailand – Pattaya is set to welcome a surge of European tourists as signs of recovery and growth in international arrivals brighten the city’s tourism outlook. The Tourism Authority of Thailand (TAT) recently revealed strong double-digit growth from key markets including Europe and the Middle East, signaling a promising rebound for Thailand’s tourism industry. TAT Governor Thapanee Kiatphaibool highlighted that from early 2025, multiple source markets such as Germany (+71%), Italy (+28%), and Switzerland (+24%) have shown impressive increases in tourist arrivals. The Middle East is also experiencing a surge, with arrivals from Saudi Arabia (+61%), Oman (+54%), and the UAE (+51%) leading the way. With Pattaya historically a favored destination among European travelers, this trend is expected to bring renewed energy and business to the coastal city’s hospitality and service sectors. The strong numbers coincide with a nationwide strategy by TAT to focus on “Value over Volume,” encouraging high-spending tourists and promoting sustainable tourism growth. In addition to Europe and the Middle East, other markets showing healthy growth include the UK (+19.3%), France (+19.27%), Russia (+12.96%), and the United States (+10.2%), among others. From January to early June 2025, Thailand has welcomed over 15.5 million foreign visitors, a significant rebound from previous years. Looking ahead, TAT is working closely with airlines and tour operators to capitalize on this momentum. The agency plans joint promotions with British Airways and Norse Atlantic Airways targeting UK travelers, as well as charter flights and celebrity promotional trips aimed at attracting younger travelers and niche groups such as DINKs, Gen Z, and LGBTQ communities. As Pattaya prepares to embrace this influx, local businesses and tourism stakeholders are optimistic about the positive economic impact. The city’s vibrant attractions, beaches, and events stand ready to offer memorable experiences to returning European visitors and other international tourists alike. This resurgence comes at a pivotal time as Thailand aims to balance tourist distribution across the country, focusing on emerging destinations and creative marketing campaigns to stimulate travel during the green season. Pattaya’s revival is a key part of this broader national strategy to build a more resilient and sustainable tourism sector. (Photo by Jetsada Homklin)