Pattaya loyalists eye discounts, better packages, cheaper flights, and stronger value as high travel costs keep many away. (Photo by Jetsada Homklin) PATTAYA, Thailand – In a tourism climate still recovering from pandemic-era upheaval and global inflation, foreign tourists are making it clear: any discount, promotion, or airfare deal is appreciated if it helps them return to Pattaya — one of Thailand’s most iconic beach cities. While local businesses and tourism officials scramble to roll out mid-year deals and packages, the reality for many long-distance travelers remains grim. For Europeans in particular, the cost of travel is still far from the golden pre-pandemic era. “Whilst flights from Europe remain upwards of £800, there’s never going to be a mass influx of European visitors as there was in the pre- pandemic times of £400 a flight,” said one British traveler who has visited Pattaya nearly every year since the early 2000s. Even with some hotel rates and restaurant prices stabilizing, the overall cost of a Pattaya trip has pushed many travelers into “wait and watch” mode — holding out for better deals on tour packages or a drop in the Thai baht. “Foreign tourists who love Pattaya wait for better tour package deals, hoping the baht dips below 33 per USD for greater value,” added another regular American visitor, who has delayed his next trip until the exchange rate improves. While the Tourism Authority of Thailand (TAT) continues to push for more high-spending tourists, the price sensitivity of many long-haul travelers — especially retirees and long-term fans of Pattaya — highlights the need for more pragmatic incentives. Airline partnerships, visa facilitation, and attractive repeat-visitor programs may help bridge the gap. In the meantime, foreign visitors who do arrive in Pattaya are gladly scooping up whatever promotions they can find — from discounted spa services to midweek hotel rates and baht-bus loyalty cards. “I’m just happy to be back,” said a German tourist who nabbed a last-minute flight and paid nearly double his usual fare. “But next time, I’m waiting for a better deal — or a better exchange rate.” With the global economy still in flux and Pattaya competing with other affordable destinations in Southeast Asia, tourism operators here know they need to be both competitive and creative — because nostalgia alone isn’t enough to fill hotel rooms anymore.