Pattaya Left Behind in Thailand's 'Premium' Tourism Upgrade Strategy

[webfact]

File photo

 

ANALYSIS

 

In a move causing a stir among the tourism community, Thailand's Prime Minister recently unveiled plans to elevate Phuket to "premium" tourist status, seemingly leaving Pattaya in the shadows. This decision positions Phuket as a primary international hub, celebrated for hosting significant tourist events and benefiting from substantial private sector investment.

 

This strategic push is aimed at capitalising on the thousands of tourists flocking directly to Phuket and bolstering its appeal through projects tackling urban challenges like traffic congestion, waste management, and organised crime, writes Barry Kenyon for Pattaya Mail

 

Instructions have been issued to local Phuket authorities to initiate innovative solutions for these urban issues, like community-led recycling efforts and promoting sustainable tourism. The president of the Phuket Tourism Association has joyfully embraced this designation, seeing it as a pathway to enhanced global attractiveness and economic growth.

 

However, Pattaya, a long-standing competitor to Phuket in the tourism sector, finds itself conspicuously missing from this "premium" narrative despite boasting many similar attributes.

 

The term "premium," often thrown around in tourism circuits, lacks formal definition and has been criticised for its ambiguity. This isn't the first time the label has caused a fuss.

 

Back in 2018, Pattaya had its moment of triumph when Democrat Party deputy leader Korn Chatikavanij expressed a vision for the city to become a "premium" resort destination—albeit to rally support for the party's local election candidates.

 

Pattaya's exclusion from the new "premium" label should perhaps be taken with a pinch of salt. The city can effortlessly hold its own against Phuket, both in terms of tourist draw, bustling events, and tackling the same urban issues concerning traffic and waste.

 

The notion of "premium" tourism has faced scrutiny from figures like former Deputy Prime Minister Anutin Charnvirakul, who urged a move away from low-cost tourism to lure in higher-spending visitors.

 

In light of this, Pattaya's stakeholders might find solace in ignoring labels and continuing to focus on the tangible qualities that have established the city as a staple on Thailand's tourist map.

 

Perhaps it's time to retire the vague "premium" tag to the realms of marketing, alongside ice cream promotions and exclusive visa privileges. Pattaya remains a vibrant, competitive destination, with or without the label, offering a unique blend of attractions capable of captivating a global audience.

 

-- 2025-01-11

 

 

[Tropicalevo]

Probably 'left behind' because officials keep on about the fact that there is no prostitution in Pattaya. 

[petermik]

 

Pattaya is already in Premium status....you cannot improve on perfection........

[spidermike007]

I'm not a huge fan of Pattaya, but i was in Phuket last year and the island is now one big garbage heap, people seem to keep on traveling to Phuket but it was such a pale shadow of what it was when I was last there 10 years ago. It was absolutely infested with low end Malaysians, Arabs, Indians and especially the spectacularly unpleasant Russians, no thanks I never need to go back. 

 

The traffic was an abomination, everything was overpriced, Bangla Road was utterly horrific with barely an attractive woman in sight, and the entire place just reeked. 

 

At least Pattaya is a large city with a lot of attractions outside of the sex zone, you have good go-kart tracks, you have excellent golf courses and many very good beaches nearby. 

[kwan]

Much needed in Pattaya . . . .!

[terryofcrete]

Yeah, Phuket is premium...which in my book means expensive !

[mran66]

7 minutes ago, spidermike007 said:

east Pattaya is a large city with a lot of attractions outside of the sex zone, you have good go-kart tracks, you have excellent golf courses and many very good beaches nearby. 

 

... And most importantly, even more attractions within the sex zone. Makes phuket pale in comparison! 

[Jack1104]

Phuket is now overpriced and  premium status push prices to hight. 

[Patong2021]

Sometimes a lost cause is best just left alone.  Perhaps the intent is to leave Pattaya as the go to destination for Indians and financially limited foreigners. Sort of like  what Reno is to Las Vegas, what Ibiza is to Nice and St. Tropez etc.

[Patong2021]

12 minutes ago, Jack1104 said:

Phuket is now overpriced and  premium status push prices to hight. 

And yet the junketeers and suckers still  go, in ever increasing numbers.  At some point the. bubble will burst.

[SiSePuede419]

Dark Shadows?

Barnabas Collins says HELLO 👋 

 

[mfd101]

And what 'premium' does the guvamint assign to those of us who can't stand either place?

 

What are they going to do for US?

[klauskunkel]

5 hours ago, webfact said:

Pattaya can effortlessly hold its own against Phuket, both in terms of

rowdy tourist behavior and security staff incidents, and while Pattaya may have a leg up in gold chain snatches, Phuket tops Pattaya in thuggish taxi drivers. Thus, Pattaya and Phuket can both offer equal and distinct experiences at the same time.

[BarraMarra]

Phuket or little Moscow.

[NatureFilm]

6 hours ago, Tropicalevo said:

Probably 'left behind' because officials keep on about the fact that there is no prostitution in Pattaya. 

In 20 years I have never seen prostitution in Pattay. Some young people are just getting their first experience in the business 

[newnative]

     Pattaya doesn't need a 'premium' label--and from reading the article it all sounds like a bunch of blah, blah, blah anyway from officials pretending to work.  What Pattaya has more than enough of is private industry stepping up all over town and building projects from small to mega that enhance Pattaya as both a tourist destination and as a great place to live year-round.   

     Private industry, not TAT, builds major tourist development like Terminal 21 and Centre Point Space Resort.  Private industry builds big water parks and golf courses.  Another new water park opened just this past year.  Private industry builds luxury hotels, new car dealerships, shopping malls, movie theaters, and other entertainments.  Private industry builds luxury housing projects on the Darkside and mega condo projects by the ocean.  Private industry builds all the new retail and restaurants. 

    Pattaya consistently ranks in the world's top 20 of tourist destinations, as it did again in 2024, according to Mastercard.  Pattaya was ranked #15, right behind Phuket at #14.   According to Mastercard, 9.44 million international tourists chose to visit Pattaya in 2024.  Seems Pattaya is doing just fine as a tourist destination without a dubious moniker from some government official.  

    

[VBF]

5 hours ago, spidermike007 said:

I'm not a huge fan of Pattaya, but i was in Phuket last year and the island is now one big garbage heap, people seem to keep on traveling to Phuket but it was such a pale shadow of what it was when I was last there 10 years ago. It was absolutely infested with low end Malaysians, Arabs, Indians and especially the spectacularly unpleasant Russians, no thanks I never need to go back. 

 

The traffic was an abomination, everything was overpriced, Bangla Road was utterly horrific with barely an attractive woman in sight, and the entire place just reeked. 

 

At least Pattaya is a large city with a lot of attractions outside of the sex zone, you have good go-kart tracks, you have excellent golf courses and many very good beaches nearby. 

Once again Mike, you hit the nail on the head.

In the late 80s up to the early part of this century, Phuket was approaching idyllic and my "go-to" destination, and I visited every year. That has changed in so may ways, such as you describe. Add to that the fact that nearly all the friends I made there have moved on or sadly died, I've no intention of visiting again.

 

However, IMO, you and the government / tourist association  have missed one vital point: comparing Phuket and Pattaya is like comparing chalk and cheese and always has been. Pattaya is as you describe plus it's brash and edgy and you love it or hate it.

 

Personally I'll be arriving there in a little less than a month and can't wait! However 2 months there will be enough - time to go.

[geisha]

5 hours ago, spidermike007 said:

I'm not a huge fan of Pattaya, but i was in Phuket last year and the island is now one big garbage heap, people seem to keep on traveling to Phuket but it was such a pale shadow of what it was when I was last there 10 years ago. It was absolutely infested with low end Malaysians, Arabs, Indians and especially the spectacularly unpleasant Russians, no thanks I never need to go back. 

 

The traffic was an abomination, everything was overpriced, Bangla Road was utterly horrific with barely an attractive woman in sight, and the entire place just reeked. 

 

At least Pattaya is a large city with a lot of attractions outside of the sex zone, you have good go-kart tracks, you have excellent golf courses and many very good beaches nearby. 

I agree about Phuket.  It’s become a den of thieves ,scams and traffic jams. 
Pattaya is better because it’s more varied and closer to Bangkok also a better climate than Phuket. . If only it would stop the sea water pollution  , clean up those shack like shops, ban buses from the centre , and create a proper ring rd with traffic control/ parking, then it would attract better tourists.  Anutin can forget wanting luxury seeking tourists , apart from some 5 star hotels there is nothing else to lure them here.

[hotchilli]

6 hours ago, spidermike007 said:

The traffic was an abomination, everything was overpriced, Bangla Road was utterly horrific with barely an attractive woman in sight, and the entire place just reeked. 

Tend to agree with you.. I was in Phuket back in the early 2000's 2001-2005 a great place with a good vibe

Today it's appalling

[kwaussie]

Well some one has to stick up for Phuket, it has a much better vibe than Patts which is full of old men at some bars playing old time music, Bangla road is a lot of fun, a lot of great bars with good music, and a lot of different beaches etc. 

[metisdead]

A post with an overly derogatory reference toward Phuket contravening our Forum Rules has been removed:

 

14. You will not post slurs, degrading, or overly negative comments directed towards Thailand, Thai people, Thai culture,Religion, Thai institutions such as the military, judicial or law enforcement system, or specific locations within Thailand.

[chilli42]

Pattaya as a brand is ruined, its reputation in the trash.  It would take massive investment to bring it back from the dead. Phuket, from mid island down is dump … an embarrassment. As a brand though, Phuket still has some positives even if it is just riding in the fumes of the past. If I were making the decision for a premium destination it would very much be Phuket over Pattaya. Just leave Pattaya to the Russians and Chinese as a cheap and cheerful discount destination.

[BusyB]

9 hours ago, spidermike007 said:

I'm not a huge fan of Pattaya, but i was in Phuket last year and the island is now one big garbage heap, people seem to keep on traveling to Phuket but it was such a pale shadow of what it was when I was last there 10 years ago. It was absolutely infested with low end Malaysians, Arabs, Indians and especially the spectacularly unpleasant Russians, no thanks I never need to go back. 

 

The traffic was an abomination, everything was overpriced, Bangla Road was utterly horrific with barely an attractive woman in sight, and the entire place just reeked. 

 

At least Pattaya is a large city with a lot of attractions outside of the sex zone, you have good go-kart tracks, you have excellent golf courses and many very good beaches nearby. 

 

I stopped going to Phuket in 2008. The only place in LOS where I've been threatened with violence (tuktuk tossers of course) but that's another story and only a part of the whole.

 

Pattaya was always laid back in my experience when it came to money - sort of 'OK guys there's enough to go round. Let's keep it chilled.' I found Phuket an absolute nightmare money grubbing grifter's paradise. Met hardly any Thai there I liked.

 

As for the girls, in Pattaya they were always pleasant in my experience - in Phuket they wanted as much cash as they could get for minimum input. I don't think that's what Ms. Paetongtarn based her decision on though 555.

 

Phuket has a much more advanced and developed water sports industry and is adjacent to the Indian Ocean. I used to go for the diving (something else beside yachting etc. Pattaya simply cannot compete with) but like I said, after 2008 I'd had a gutful of the dump even as a diving destination.

 

For a tourist punter like me it was overpriced, lousy bang for buck, miserable service, greedy. Watching the seemingly endless python of pilgrim hordes snaking in and out of the trinket shrines along Patong Beach reminded me a bit of Las Palmas. I remember Phuket as flashy but overpriced, cheap and nasty, unfriendly and substandard for the average punter.

 

On the other hand for those who live and work there for good money as expats, away from the madding crowd, who know where to live, where to find sensible prices and where to go for genuine entertainment and not tourist pamp, I'm sure it really can be a paradise. 

 

But for travelers with any taste, dignity or nous though it's a shrill toilet bowl. (And I'm no kie-nok Charly either ;D)

[BusyB]

10 hours ago, Patong2021 said:

And yet the junketeers and suckers still  go, in ever increasing numbers.  At some point the. bubble will burst.

 

Doubt it. On that basis it should have burst at least a decade ago.

 

There's a never ending supply of suckers in this world. Just need to look at recent political events ...

[BusyB]

5 hours ago, geisha said:

I agree about Phuket.  It’s become a den of thieves ,scams and traffic jams. 
Pattaya is better because it’s more varied and closer to Bangkok also a better climate than Phuket. . If only it would stop the sea water pollution  , clean up those shack like shops, ban buses from the centre , and create a proper ring rd with traffic control/ parking, then it would attract better tourists.  Anutin can forget wanting luxury seeking tourists , apart from some 5 star hotels there is nothing else to lure them here.

 

Agreed. I think Pattaya is helped enormously by having a hinterland which supplies an influx of normal people who circulate in and out short and long term, independent of the tourism lark.

 

Having said that, I was in Pattaya last year and was shocked by the number of times I was pestered (sometimes 3 times during a meal) by hawkers. And how often I was approached on the streets by Indian touts who wanted to advise me on losing weight or some other scam. Persistent sods and a couple of times I had to modify my stance from 'no thanks' to 'you worry about your own weight mate' to 'clear off pal that's enough' That was new in my experience. Even on the beach they were never very pushy, and I can't ever remember being offered watches and sunglasses eating dinner in the evening.

 

The traffic was mostly gridlocked (also new) and the place stank of exhaust. It was chock full of tour buses off/onloading, blocking the traffic all over town; it took 35 minutes one time to get from Kiss Food on 2nd Road to the Dolphin Roundabout at 8 in the evening in a song thaew. 55 minutes to get from the Royal Cliff down to 2nd Road on a Saturday afternoon with Bolt.

 

It's gone way downhill since my previous last visit in 2014.  Won't be rushing to get back. Sad. I had many years of happy times there.

[Patong2021]

6 hours ago, newnative said:

     Pattaya doesn't need a 'premium' label--and from reading the article it all sounds like a bunch of blah, blah, blah anyway from officials pretending to work.  What Pattaya has more than enough of is private industry stepping up all over town and building projects from small to mega that enhance Pattaya as both a tourist destination and as a great place to live year-round.   

     Private industry, not TAT, builds major tourist development like Terminal 21 and Centre Point Space Resort.  Private industry builds big water parks and golf courses.  Another new water park opened just this past year.  Private industry builds luxury hotels, new car dealerships, shopping malls, movie theaters, and other entertainments.  Private industry builds luxury housing projects on the Darkside and mega condo projects by the ocean.  Private industry builds all the new retail and restaurants. 

    Pattaya consistently ranks in the world's top 20 of tourist destinations, as it did again in 2024, according to Mastercard.  Pattaya was ranked #15, right behind Phuket at #14.   According to Mastercard, 9.44 million international tourists chose to visit Pattaya in 2024.  Seems Pattaya is doing just fine as a tourist destination without a dubious moniker from some government official.  

    

 

Please do your research into who and what is private industry in Thailand. Then look up the definition of monopoly.

Start with the who the largest landowners are and which families  are heavily involved in  the hospitality sector.  Hint, naming one of them is not allowed.

 

The data from Mastercard is based on its own spending data. The Russians , Indians and Chinese are not using Mastercard. They have their own financial payment options. Mastercard is not paqrticularly big in Thailand.

 

Placing in the top 20 of destinations of one credit card company does not mean that the destination is premium. There is no denying that Pattaya is a popular destination for a number of reasons,however, this should not be confused with its being a premium destination. 

[VBF]

17 minutes ago, Patong2021 said:

<snip>

 

Placing in the top 20 of destinations of one credit card company does not mean that the destination is premium. There is no denying that Pattaya is a popular destination for a number of reasons, however, this should not be confused with its being a premium destination. 

All credit card statistics mean, IMO, is that a particular place favours that card as a means of payment.

In Thailand where a lot of people still prefer to use cash (me for one) statistics from card companies are meaningless - merely advertising and self-promotion.

[DonniePeverley]

Phuket is absolute garbage these days. 

 

Way too many cheap rent tourists. How on earth can you have cheap Arabs .... but you find them in Phuket. 

 

Draft dodging Russians turning the place into a mini Moscow. 

 

Then there's the indians ... good grief. 

 

Traffic, pollution, beaches becoming dirty, the place is a mess. 

[JoeyMac]

Phuket has alot of natural beauty to be premium, but sadly let down by the desire to flog it with cheap tourists. 

 

The seemingly desperation to lure in visitor numbers at any expense, has had unfortunate results with the type of visitor they are attracting. 

 

Pattaya is what it is .... it's close to Bangkok for a starters. It too though has been wrecked by becoming little India. 

[VBF]

4 hours ago, kwaussie said:

Well some one has to stick up for Phuket, it has a much better vibe than Patts which is full of old men at some bars playing old time music, Bangla road is a lot of fun, a lot of great bars with good music, and a lot of different beaches etc. 

Merely out of interest @kwaussie how old are you?

 

I'm not asking to have a go at you, merely because with all the faults I see in Phuket, I can still see its attractions for a younger "hipper" crowd.

Pattaya which I prefer does attract a lot of us "old geezers" - maybe that's another thing in its favour for some of US - I'm 70 this year by the way.