PUBLISHED: 5 Aug 2024 at 06:00
Pattaya’s tourism operators are leading a significant push to transform the city’s image from one traditionally associated with nightlife to a family-friendly destination. This initiative aims to distance Pattaya from its past associations with sex tourism and illegal gambling.
In a recent meeting with the tourism minister, the Association of Chonburi Tourism Federation (ACTF) presented a comprehensive tourism development proposal. They have engaged foreign tour agencies from key markets including Russia, Germany, South Korea, China, and India, to discuss collaborative efforts with the government aimed at enhancing Pattaya’s tourism appeal and rebranding the city.
Thanet Supornsahasrungsi, the president of the ACTF, emphasized that Pattaya is evolving beyond being merely a nightlife hub into a destination rich with diverse attractions, appealing to families. He envisions the city as a vibrant location for investment and high-profile events, showcasing beautiful beaches, premier golf courses, cultural experiences, and robust shopping options.
Strategically located near Bangkok’s Suvarnabhumi Airport and U-tapao Airport in Chon Buri, Pattaya benefits from its proximity to other tourist-friendly provinces like Rayong and Bang Saen, creating more opportunities for visitor engagement.
Despite ongoing challenges, including protests from local operators against the media’s labeling of Pattaya as a “sin city,” Mr. Thanet noted that most of the negative perceptions stem from outdated views held by those who have not visited the city in years. Frequent visitors and travel agents are increasingly aware of the city’s diverse offerings.
Morrakot Kuldilok, president of the eastern chapter of the Thai Hotels Association, addressed the reality of ongoing issues like prostitution and suggested that regulatory measures should be implemented to support sex workers, while also proposing the establishment of legal casino operations to curb illegal gambling.
The ACTF has also proposed positioning Pattaya as Thailand’s first official casino city, which could potentially reshape the local economy and tourism landscape. To achieve this, improvements in safety, cleanliness, public infrastructure, and city zoning regulations are essential and require government backing.
Mr. Thanet remarked on the outdated nature of Pattaya’s zoning laws, which currently allow nightlife venues to coexist with residential areas, contributing to safety concerns for family tourists.
Looking ahead to the upcoming high season, there are optimistic projections that tourism revenue in Pattaya will bounce back to over 80% of the levels seen in 2019. However, challenges persist, such as the trend of Thai tourists traveling abroad and increasing competition from destinations like Vietnam and China’s Hainan Island.
