Communication for Fostering Participation in Driving Pattaya City

Abstract

        This academic article explores the role of communication in fostering participation to drive the development of Pattaya City, Chonburi Province as critical tourism hub essential to Thailand’s economy. In 2025, Chonburi ranked third among the ten provinces with the highest tourism revenue, following Bangkok and Phuket, generating 319,312 million Baht from 27,599,168 visitors, with Pattaya serving as the primary destination (Ministry of Tourism and Sports, 2025). Furthermore, Pattaya is designated as Thailand's second special local government organization, following Bangkok. Consequently, the communication patterns designed to encourage citizen engagement in Pattaya's development are uniquely tailored to its status as a tourism-centric city, where over 90% of total revenue is tourism-dependent. Participation from the public, private, and civil sectors is vital for urban advancement. Communication serves as a fundamental instrument to unify and connect all stakeholders, as well as tourists, ensuring a shared understanding of government policies and development plans. These initiatives aim to enhance Pattaya’s potential and prominence within the national tourism industry. The insights provided in this article illustrate the management strategies used to drive Pattaya under the “Better Pattaya” policy framework. By leveraging the power of communication to engage stakeholders across all sectors, this study offers a strategic model that can be adapted and applied to the contexts of other tourism-driven cities.