In 2025, Pattaya is actively developing its city brand through the large-scale "Pattaya Reborn" program, initiated by the city administration and supported by the Tourism Authority of Thailand (TAT). The goal is to transform the city’s image from a "party hub" to a modern resort with unique culture, eco-initiatives, and digital services.
History of the 'Pattaya Brand'
The idea of a local brand was first introduced by Mayor Ittiphol Kunplume in 2012. The "Pattaya Brand" project included small business training, fruit carving, packaging, and souvenirs. However, it lacked systematic follow-up.
Today, in 2025, the concept is revived and scaled with designers, startups, farmers, and tech platforms.
New Directions of the 'Pattaya' Brand
1. Unique 'Made in Pattaya' Products
The city launched certification under the 'Pattaya Original' label. Certified products include:
- Coffee drinks from local plantations (Naklua area);
- Pineapple jams and chips — with packaging carved in traditional fruit carving style;
- Handicrafts: paper flowers, bamboo decor, recycled ocean-glass souvenirs.
Sold in official boutiques on Walking Street, Central Festival, and U-Tapao Airport.
2. Digital Passport 'Pattaya Pass'
Since January 2025, tourists can get a digital passport via the Pattaya City Guide app. It includes:
- Discounts at 120+ venues (restaurants, spas, tours);
- Access to exclusive events (festivals, exhibitions);
- Rewards for eco-actions (plastic collection, mangrove planting).
3. New Eco-Market 'Pattaya Market South'
As predicted in 2013, a modern eco-market opened in the southern part of Walking Street. Features:
- All stalls made from recycled materials;
- Solar panels and rainwater harvesting;
- Only products with 'Pattaya Original' certification;
- Weekly workshops: fruit carving, decoupage, pineapple sculpting — now with influencers and chefs.
Entrepreneur Training: A New Wave
The Pattaya administration, with Ramkhamhaeng University and Google Thailand, launched 'Pattaya Biz Academy':
- Free courses in e-commerce, packaging, pricing, customer service;
- Over 300 small entrepreneurs trained (including homemakers and retirees);
- Support for selling on Shopee, Lazada, Instagram.
Goals of 'Pattaya 2025' Brand
According to current Mayor Somkhund Suksumphang, the goal is not just to sell souvenirs, but to create a unique experience that:
- Increases tourist spending by 25%;
- Reduces reliance on mass tourism;
- Supports local economy and ecology.
Results & Outlook
According to TAT, in the first two months of 2025:
- Sales of 'Pattaya Original' products rose 40%;
- Over 85,000 tourists activated the 'Pattaya Pass';
- Local startups grew by 18%.
By 2026, the 'Pattaya' brand is expected to become one of Southeast Asia’s strongest city brands, alongside Bangkok, Singapore, and Bali.
Planning a business or relocation to Pattaya? My Thai Home helps you adapt to a city in transformation. Pattaya is no longer just about beaches — it's about style, sustainability, and opportunity.
Back to list
