Development driven by the Eastern Economic Corridor
This transformation is also linked to Thailand's Eastern Economic Corridor (EEC), which includes Chon Buri, where Pattaya is located. Its tourism strategy targets premium travellers, including wellness, MICE and business-leisure visitors.
New international resort openings
Recent hotel openings illustrate the market's move towards more upscale stays. Andaz Pattaya Jomtien Beach opened in January 2023 in Na Jomtien, offering 204 rooms, beachfront suites and pool villas. Pattaya Marriott Resort and Spa opened near Jomtien Beach in June 2025, with 287 rooms, sea-view suites and private pool villas. The Standard, Pattaya Na Jomtien also entered the beachfront market in 2025, with 161 rooms and suites, pools, restaurants and a beach club.
These developments do not make Pattaya an exclusively luxury destination. Rather, they reflect a broader hospitality landscape offering different experiences across Central Pattaya, Jomtien, Na Jomtien, North Pattaya and Wong Amat.
Wellness and private experiences beyond the resort
Wellness is becoming an increasingly important part of the resort experience, with spas, fitness facilities, pools and dedicated treatments complementing traditional beachfront stays.
In Na Jomtien, Ocean Marina Jomtien, one of the region's major marinas, offers more than 450 berths as well as private yacht and catamaran charters. These experiences provide travellers with an alternative way to discover the Gulf of Thailand and nearby islands.
Pattaya is therefore developing a broader identity: one that retains its established tourism appeal while offering quieter resorts, private villas, wellness experiences and more personalised coastal escapes.
Source: Elevated Magazines
