Pattaya tourists sound the alarm: too loud, too pricey, and too indifferent — while neighboring countries catch up fast. PATTAYA, Thailand – Once hailed as the ultimate playground of the East, Pattaya now finds itself at a critical crossroads. As rival destinations like Vietnam, Cambodia, and the Philippines modernize their offerings and shed old stereotypes, Thailand’s seaside city is struggling to evolve — or even hold onto its base. For many repeat tourists, Pattaya has become a city of contradictions. The beaches are quieter but somehow less charming. The prices are higher but the experience often falls flat. And the entertainment that once drew crowds — the bar scene, the booming nightlife — now risks driving them away. “Go to Pattaya in the evening, the traffic — especially the motorcyclists — don’t know any rules and the police look the other way when it comes to Thais,” wrote one German visitor. “In Walking Street it’s so loud, you get a headache and become aggressive. The many Arabs and Indians scare me personally.” That might sound harsh, but it reflects a growing chorus of discomfort, even from long-term fans. The city’s signature “boomboom” soundtrack — once seen as part of the fun — is now a point of exhaustion. Endless bass lines, shouted drink promos, and screeching motorcycles turn a night out into a test of tolerance. And it’s not just the noise. Pattaya’s infamous dual pricing — charging foreigners more than locals — is still rampant, from attractions and aquariums to zoo visits and even traffic fines. “It’s happening too often to try to trick tourists,” says another German regular. “Different prices for Thais and Farangs for many things… and policemen mostly see foreigners as a source of income.” Tourists notice when they’re treated as wallets on legs. Worse still, a perception has emerged that the human touch — once Thailand’s great tourism asset — is wearing thin. “Even the regulars are noticing a change. The bar girls and servers seem tired, disinterested — like they’re just going through the motions. The charm and friendliness that used to define Pattaya’s nightlife are fading fast. And with rising prices and falling service, many feel the value just isn’t there anymore. Some tourists even say bluntly: ‘You don’t need the Russians and Indians either.’” While some might dismiss these as blunt or even discriminatory remarks, they highlight an uncomfortable truth: Pattaya’s appeal has dulled for some segments of its core market. Visitors who once found warmth and welcome now report being met with fatigue — or worse, indifference. There are also complaints that the city has been sanitized to its own detriment. The forced removal of beachfront street vendors, for example, was meant to create order, but it’s left the atmosphere sterile and bland. “The coziness of the beach is missing,” said one longtime guest. “There are no street vendors and the coziness as 30 years ago, despite the noise and funny people, was what made it special.” Meanwhile, transportation — a long-standing issue — remains a frustrating puzzle. Buses are irregular or underused, and the chaotic, unregulated minibus system creates more confusion than convenience. “In Naklua this January, I counted 20 buses — each with only 5 to 10 people,” one observer noted. “There’s no real traffic concept.” Even the rainy season is now used as an excuse for shortcomings, with little effort to provide alternatives or add value. Tourists aren’t just tolerating inconvenience; they’re weighing their options — and increasingly choosing somewhere else. “Bathing, drinking, and girls are better and cheaper elsewhere,” says another blunt review. “So Thailand doesn’t attract anymore.” And therein lies the crux of the challenge: Pattaya’s once-unmatched blend of fun, affordability, and freedom is now being matched — or exceeded — by neighbors. Places like Cambodia’s Sihanoukville (despite its own flaws), Vietnam’s Da Nang, or even the beaches of the Philippines are catching up fast. They offer lower prices, fewer rules, and in many cases, friendlier service. So what now for Pattaya? To reinstall its place on the tourism map, the city needs more than fireworks shows and Instagrammable events. It needs soul — and sincerity. That means rethinking how tourists are treated, ensuring value matches the cost, enforcing consistent rules for locals and foreigners alike, and restoring some of the old street-level charm without turning the place into a relic. Yes, other countries are catching up. But Pattaya still has a shot — if it’s willing to listen, adapt, and rediscover what made it legendary in the first place. Because for every visitor who’s ready to give up, there’s still another who says: “I’m still happy to be here. Never really had a problem with Thais.” But for how much longer? That’s the question Pattaya must now urgently answer. (Photo by Jetsada Homklin)