Pattaya, Thailand – September 13th, 2025
The Chonburi Tourism Federation held its third-quarter member meeting on September 12th, 2025, at the Grand Bella Hotel in Pattaya, focusing on updating the tourism situation, enhancing service quality, creating unique experiences, and strengthening local operators’ competitiveness in the region. The meeting was chaired by Mr. Thanet Supornsahasrungsri, President of the Federation, and included participation from travel agencies across various regions to discuss trends and traveler behaviors from key markets such as South Korea, China, India, and Russia.
The event saw teamwork from multiple government agencies, including the Tourism Authority of Thailand (TAT) Pattaya Office, the Chonburi Tourism and Sports Office, the Chonburi Provincial Administrative Organization, Pattaya City, the Thailand Convention and Exhibition Bureau (TCEB), and the Designated Areas for Sustainable Tourism Administration (DASTA). These organizations shared insights, activities, and incentives aimed at empowering member businesses.
Thailand’s tourism industry is still recovering from the pre-COVID benchmark of 2019, with the Chinese market rebounding to only about half its former strength. However, markets like Europe, Russia, India, and Malaysia are showing strong growth, helping to sustain tourism revenue. Domestically, Chonburi—particularly Pattaya—remains a tourism bright spot and hub, with hotel occupancy rates exceeding 90% during long holidays, making it one of Thailand’s top earners from domestic tourism.
Despite this, the industry faces challenges, including shifting traveler preferences toward safety and sustainability, concerns over Thailand’s safety image, and rising competition from neighboring countries aggressively targeting international tourists. Looking ahead, Thailand’s tourism recovery is expected to be steady but slower than pre-COVID levels, with the Chinese market likely needing more time to fully recover. Meanwhile, India, Russia, and Europe are seen as key drivers of growth.
To stay competitive, operators were urged to focus on elevating service quality, crafting unique experiences, and aligning with the growing trend of sustainable tourism. Leveraging Thailand’s soft power—such as its culture, cuisine, and creative activities—was highlighted as a strategy to attract high-value tourists.
Government agencies expressed their role in building confidence, providing incentives, and supporting infrastructure to equip operators for regional competition. The Federation explained the need for operators to “arm themselves” with innovative strategies to adapt to evolving market demands and ensure long-term sustainability.
For more information on Chonburi’s tourism initiatives, contact the Chonburi Tourism Federation or visit their official channels.
