“Still Dreaming of 44” – European visitors in Pattaya reminisce about better exchange rates and fairer pricing. (Photo by Jetsada Homklin) PATTAYA, Thailand – In Pattaya’s busy beachside streets, where tourists once spent freely in bars, markets, and massage shops, a quieter mood has taken hold among European visitors. Many are still enjoying the city’s offerings — but with a closer eye on prices. The common refrain is one of comparison: a longing for the days when the euro traded at 44 baht or higher. With the current rate hovering around 38, travelers report feeling the pinch. While the atmosphere remains friendly, the financial comfort zone has narrowed, prompting more cautious spending and a rising sensitivity to value and fairness. “Back in 2019, you could get a great meal, a cold beer, and even a foot massage for less than 10 euro— no questions asked,” recalls a retired German tourist who’s been wintering in Pattaya for over a decade. “Today? It’s all creeping up. The euro’s weak, and the prices feel Thai on the surface but Western underneath.” Pattaya may still be more affordable than much of Europe, but perceptions are shifting. From inflated drink prices in tourist bars to the quiet murmur about dual pricing at attractions and clinics, many European visitors say it’s not just about the exchange rate anymore — it’s about value and fairness. “The cost of paradise has gone up. My pension hasn’t — it’s the exchange rate that decides whether I stay or go,” said one Scandinavian visitor candidly. “When you feel your spending power shrink and the prices rise, the dream loses some of its shine.” For long-termers and repeat tourists, the magic number remains 44 baht. It’s a symbolic sweet spot — not just for currency math but for what it represents: a time when European pensioners felt like kings, when Pattaya’s appeal was built on affordability and hospitality, not just tropical sun and neon lights. But there are signs of change. Some beachside businesses have begun offering “local prices” to repeat guests. Others have introduced loyalty discounts or value meal combos aimed at budget-conscious tourists. Still, those gestures remain the exception, not the rule. “What we want isn’t freebies. It’s transparency,” said a French regular who visits Pattaya twice a year. “If something is 300 baht, fine. But don’t charge me 500 just because I don’t look Thai.” As Pattaya continues its post-pandemic rebound and reinvention, the city may need to look beyond sheer visitor numbers. Ensuring that longtime European visitors feel welcome — and not taken for granted — could be key to retaining a loyal base. Until then, many still sip their 60-baht small-bottle beers slowly, watching exchange rates on their phones and dreaming of the day the euro climbs again — not just to 38, but maybe, just maybe, back to 44.