1 Associate Professor, Magadh University, India.
2 Industry Professional, Bangkok, Thailand.
World Journal of Advanced Research and Reviews, 2025, 28(02), 2447-2456
Article DOI: 10.30574/wjarr.2025.28.2.4009
Received 22 October 2025; revised on 26 November 2025; accepted on 29 November 2025
Pattaya, known for its lively tourism and cool attractions, is working to become a major destination for business meetings and events. This paper examines the Pattaya Rising project, which aims to upgrade the city in line with Thailand's MICE 2024 plan.
With its beautiful scenery, infrastructure improvements, and funding from the Eastern Economic Corridor (EEC) project, Pattaya aims to be Asia's top destination for conferences, events, and entertainment. This involves improving meeting venues and hotels and making travel easier via improvements to U-Tapao Airport. It also calls for introducing more cultural and recreational activities.
This study shows how business tourism can boost Pattaya's economy, increase revenue, and build its reputation. We'll also explore Pattaya's changing position in the business travel world. I can suggest ways to take advantage of its opportunities as other local cities get more competitive.
Pattaya Rising; MICE tourism; Eastern Economic Corridor (EEC); U-Tapao Airport; Infrastructure development; Thailand 4.0; International conferences; Tourism transformation; Entertainment hub; Business tourism; Smart city; Destination branding
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Aphisavadh Sirivadhanawaravachara. Pattaya Rising: Transforming into Asia’s Premier Destination for Conferences, Events, and Entertainment. World Journal of Advanced Research and Reviews, 2025, 28(2), 2447-2456. Article DOI: https://doi.org/10.30574/wjarr.2025.28.2.4009