I am currently in Hua Hin and it is fairly busy.
Hotels are busy (I do not know %ages but booking two rooms took a while and were not at the cheap rates from before.)
However, the town is anti 'western tourist'.
Most western tourists like to sit on the beach (or next to it) and eat and have a drink.
Not a chance.
On the beach, miles and miles of private houses, condos and hotels all saying 'private property. Do not enter.'
Most folk that I saw in the town were expats (Europe) and Thai tourists.