Post-COVID Pattaya Hotel Market: Real Recovery or Just an Illusion?

I Woke Up Super Early Today

Because I had an appointment to negotiate with hotel owners regarding the purchase of three hotels in Pattaya.

This gave me some in-depth insights from hoteliers about the current state of the hotel business in Pattaya, particularly for 2-4 star hotels.

Hotel Business Situation in Pattaya

First and foremost, the situation has improved significantly compared to the COVID period. Some hotels are doing even better than before the pandemic, but many still feel that while things seem to be improving, they haven’t fully recovered to pre-COVID levels.

Those who managed to survive through the pandemic and initially listed their hotels for sale have now reconsidered and withdrawn their properties from the market. Some have even increased their asking prices, believing that the situation is improving.

On the other hand, new hotel owners, having experienced the significant impact of the pandemic, have decided not to continue with their businesses. Many have chosen to sell their hotels and reinvest the money elsewhere. As a result, there are still several hotels that remain closed and are being sold in nearly brand-new condition.

For those who didn’t make it through COVID, many are still struggling. The financial devastation during the pandemic left them with no reserves to keep their businesses running. Renovations and adjustments to meet new market conditions have become nearly impossible.

To make matters worse, financial institutions in Thailand have changed their perspective on the hotel business, now considering it highly sensitive to disasters and pandemics. As a result, they have tightened loan conditions or, in many cases, stopped approving loans altogether, making it difficult for hotel operators to move forward.

The Changing Tourist Market

A significant portion of the pre-COVID customer base has disappeared and has yet to return.

Currently, the primary tourist groups in Pattaya are:

• Russians, who remain a major segment

• Indians, who are a key market in certain zones of Pattaya

• Koreans and Japanese, who primarily visit Pattaya for golf rather than beach tourism

• Tourists from Vietnam, Indonesia, and Malaysia, who continue to visit steadily

But what about Chinese tourists? Surprisingly, I hardly saw any today.

The number of Chinese visitors to Pattaya has significantly declined compared to pre-COVID times and has yet to return to previous levels.

One key factor is that China’s economy has not fully recovered, and the yuan remains weak (similar to the Thai baht). Additionally, Chinese travel habits are changing. Instead of large tour groups, they now prefer smaller groups and are exploring new travel destinations.

Another major blow to Chinese tourists' confidence was the widely publicized kidnapping case of a Chinese celebrity (Xingxing). This incident raised serious safety concerns among Chinese travelers, leading many to choose safer destinations like Japan, South Korea, or the Middle East instead.

What Can Revive Pattaya’s Tourism and Hotel Industry?

To restore Pattaya’s tourism and hotel industry to pre-pandemic levels, the Thai government must actively build confidence in terms of safety and security. Additionally, strategic policies and marketing efforts are necessary to attract international tourists back to Thailand. (But can we really count on that?)

A Side Note: The Decline of Chinese Tourists in Huai Khwang

For months now, I’ve noticed a sharp decline in Chinese tourists in the Huai Khwang area of Bangkok. Restaurants and shops that once thrived on Chinese visitors have been shutting down—about 30% of businesses along Pracharat Bamphen Road have closed.

One of the main reasons for this decline is a shift in travel routes. Chinese tourists now prefer destinations like Phuket, Koh Samui, Pattaya, and Koh Larn over Bangkok. As a result, Bangkok has become more of a transit hub rather than a primary destination.

The only exception is the Ganesha Shrine at Huai Khwang Intersection, which still attracts some Chinese visitors.

The decrease in Chinese tourists has had a noticeable impact on local businesses. Many have had to close, while others are struggling to adapt to a new customer base—posing a significant challenge for entrepreneurs in the area.

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