Asia’s Nightlife Hotspot Pattaya Turning Into Family-Fun Destination in Thailand

Published on August 5, 2024

By: Tuhin Sarkar

In a strategic move to reshape Pattaya’s image, the city’s tourism operators have proposed a comprehensive rebranding initiative aimed at transforming Pattaya into a family-friendly destination. This proposal, presented to Tourism Minister Sermsak Pongpanit, seeks to distance the city from its long-standing associations with sex tourism and illegal gambling.

The Association of Chon Buri Tourism Federation (ACTF) recently convened with the tourism minister to discuss the initiative. The meeting also featured insights from a workshop that engaged foreign tour agencies from five key markets: Russia and the Commonwealth of Independent States, Germany, South Korea, China, and India. Together, the ACTF and the minister discussed plans to collaborate on boosting Pattaya tourism and rebranding the city.

Evolution Towards a Family-Friendly City

Thanet Supornsahasrungsi, President of the ACTF, emphasized that Pattaya has significantly evolved from its reputation as a nightlife hotspot. He noted that the city now offers a diverse range of activities suitable for families and tourists of all ages. “Pattaya has the potential to become a city of various attractions and a hub for investment as well as world-class events,” he said.

Pattaya’s attractions now include beautiful beaches, high-standard golf courses, cultural sites, meeting facilities, and shopping malls. The city’s strategic location, close to Bangkok’s Suvarnabhumi International Airport and U-Tapao Airport in Chon Buri, as well as nearby provinces like Rayong and Bang Saen, further enhances its appeal by helping to absorb the tourist inflow.

Addressing Misconceptions and Challenges

Last month, local residents and operators in Pattaya protested against the Thai media’s portrayal of their city as a “Sin City.” Thanet pointed out that only those who have not visited Pattaya in over two decades still hold outdated perceptions of its nightlife and sex tourism. Frequent visitors and foreign travel agents now recognize the city’s broader range of tourism offerings.

Morrakot Kuldilok, President of the Eastern Chapter of the Thai Hotels Association and an executive of the federation, acknowledged that while prostitution still exists, local government officials should regulate the industry and provide welfare measures to protect sex workers. Additionally, given recent reports of illegal gambling near Pattaya Soi 6, Morrakot proposed establishing a legal casino operation to address the issue in Pattaya and other areas with similar activities.

Vision for the Future

The ACTF suggested that Pattaya could become Thailand’s first casino city as part of their proposal. This idea is part of a broader strategy to improve the city’s infrastructure and attractiveness. Other areas requiring improvement include safety, cleanliness, public infrastructure, sustainability, and city zoning regulations, which need government support.

Thanet highlighted the need for updated zoning regulations to separate nightlife venues from hotels and residential areas. This segregation would make family tourists feel safer, enhancing Pattaya’s appeal as a family-friendly destination.

For the upcoming high season, Thanet estimated that tourism revenue in Pattaya should recover to over 80% of the 2019 level. However, challenges remain due to Thai tourists flocking to overseas destinations and rising competition from places like Vietnam and Hainan Island in China.

Pattaya’s rebranding initiative marks a significant step towards transforming the city’s image and attracting a broader range of tourists. With collaborative efforts between the ACTF and the tourism minister, the city aims to shed its associations with sex tourism and illegal gambling, paving the way for a new era of family-friendly tourism. As these plans unfold, Pattaya is poised to become a vibrant, diverse, and welcoming destination for travelers from around the world.