The Turning Point of Pattaya's Nightlife: The Truth Behind #PattayaEmpty - Pattaya in the Rainy Season and the "Waiting" Beer Bar Girls

Prologue — On a Monsoon Night, the Neon Blurs

Less than a two-hour drive from Bangkok, Pattaya has long been known as the "city that never sleeps." However, during the 2025 monsoon season, the countless LED screens and neon signs that would usually color the overcast sky now shimmer faintly. The foreign cheers have vanished, and the stools at the counters are cold.
Opening social media reveals hashtags like <#PattayaEmpty> and <#LowSeasonBlues> flowing through timelines, and the faces of the women working in bars are shadowed with a deeper fatigue than their once-stylish winks.twitter.com

Chapter 1: Economic Indicators Reflect a "Quiet Cliff"

According to statistics released by the Tourism Authority of Thailand (TAT) at the end of June, the number of foreign tourists in Pattaya in Q2 2025 decreased by 18.4% compared to the same period last year. In particular, there was a decline in long-term visitors from Europe and Australia. In contrast to central Bangkok, where Japanese tourists increased due to the depreciation of the yen, Pattaya's structure, heavily reliant on "marine activities + nightlife," has backfired.

"Rents remain high, electricity costs are at an all-time high. Customer spending is decreasing, and profit margins are at their limit," said Lisa Hamilton, president of the Pattaya Nightlife Business Association (PNBA), as she strained her voice during a distribution event for relief supplies held in front of the Tree Town Market on July 7.pattayamail.com

Chapter 2: The Current Situation of Beer Bar Girls

"Just one drink, it would make me happy if you bought it."
8 PM, a corner of Soi 6. Under the sound of rain hitting the tarp used as a rain shelter, 21-year-old "Ae" (a pseudonym) was scrolling through notifications on her smartphone, overwhelmed by the gaze of waiting for customers. What appeared were posts from colleagues lamenting "the shop is deserted" and "the counter is flooded from leaks."
On Reddit's , reports like "Low season is truly hell" and "Sat for 3 hours without selling a single drink" are lined up.reddit.com

Meanwhile, there are also cold voices within the expatriate community. On , opinions like "Thailand in 2025 is still cheap. Those complaining are just after 'pay for play'" gained support.reddit.com

Chapter 3: Behind the Scenes of the Relief Distribution Event

On the evening of July 7, as the rain clouds showed a break, Lisa and others lined up 200 bags filled with 5 kg of rice, instant noodles, and boiled eggs. It wasn't just bar girls in line. Bartenders, cleaners, delivery staff... many of them are on daily wages, and if no customers come, they have "zero income."

The distribution event video quickly surpassed 400,000 views on TikTok, with comments like "Pattaya still cares" and "I'll fly back soon," but conversely, criticisms such as "Reliance on tourists has reached its limit" and "The government needs a long-term vision" were also received.

Chapter 4: Social Media Reflects an "Echo Chamber"

On X, threads reporting the "vacancy rate" while walking through the nightlife areas have increased.

• "Walking Street 21:30, bars 70% vacant, Muay Thai show 30% attendance"

• "Now's the chance to drink on Soi Buakhao, there are plenty of girls available"
  At the same time, similar posts are being listed, leading to an "echo chamber" effect where pessimism and optimism are divided. The popular YouTuber "Mac TV Travel" released Why PATTAYA Is Cheap Now four days ago, surpassing 500,000 views, and its portrayal of "bar price collapse" sparked controversy.youtube.com

Chapter 5: The Dilemma of Overseas Fans — From "Want to Go" to "Can't Go"

Jason Craig, a British blogger who is a regular in Pattaya, revealed in an email interview.

"Airfare is 1.4 times what it used to be, hotels are +25% per night. Prices have gone up, but the girls' pay remains the same. I feel guilty, so I decided to skip this year."
Meanwhile, a 20-something traveler living in Australia posted on Reddit, "Be a 'giver' when times are good," receiving 75 approvals.reddit.com

Chapter 6: Emerging Self-Help and Solidarity from the Field

It's not just about lamenting the downturn. Volunteer bar owners are experimenting with a new service that simultaneously streams customer game sessions and the inside of the bar, allowing for Super Chat drink gifting. They reportedly made 50,000 baht in just two weeks.
Additionally, in the thread , there are efforts to ensure transparency with supporters by sharing behind-the-scenes financial situations.reddit.com

Chapter 7: Is There a "Miracle Cure" from the Government?

TAT announced the launch of the "Fun Under the Rain" campaign from mid-August, packaging airfare, hotels, and entertainment to encourage long stays during the rainy season. However, Lisa, mentioned earlier, does not hide her concern that "it will take time for incentives to reach individual employees."
In the city council, topics like dining tax reductions and extending public transportation hours are on the agenda, but their feasibility remains unknown.

Epilogue — Where is the "Neon City" Heading?

At 11 PM, sitting on a stool with many empty seats, Ae traces the mouth of a beer bottle with her finger. In the store where 80s rock music echoes, the colorful lights spinning across the floor through the speakers paint her face purple.

"The customers will definitely come back, I believe that. But now it's our turn to support each other."
Will the day come when the neon blurred by the reflection of raindrops is once again illuminated by crowds? The night in Pattaya, where faint hope and pressing reality intersect, is still long.