A comprehensive new survey conducted among semi-retired and retired expatriates in Hua Hin has revealed high levels of satisfaction with life in the city, while also highlighting several key concerns raised by the community.
The survey, initiated by Hua Hin Today and the Be Well Medical Center and supported by faculty members from the Department of Global Business Management at Assumption University, gathered responses from 512 foreign nationals aged 55 and over. To qualify, respondents had to live in Hua Hin for at least six months per year and have done so for a minimum of two years.
The findings, which were presented at an event held at Belvida Estates Hua Hin on 2 April, 2025, provide an in-depth look at the motivations, lifestyle preferences, and concerns of the city’s foreign retiree population and represent one of the most detailed data sets of its kind ever compiled for Hua Hin.
Attendees to the event included Mr. Pramote Thanyakulsatcha, President of the Lions Club Hua Hin, Mrs. Wassana Srikanjana, Advisor to the President of the Hua Hin/Cha-am Tourism Business Association, Tourist Police, members of the local business community and more than 50 expatriates.
Demographic Profile
The survey paints a picture of a predominantly older, male community. Around 81% of respondents were male, with approximately half aged between 66 and 75. Nearly 68% reported being married or living with a partner, and many are in long-term relationships with Thai nationals.
Respondents represented 76 nationalities, though the demographic was dominated by Western expatriates. Nearly 59% were from Western Europe—including the UK, Switzerland, Scandinavia, the Netherlands, Germany, and France—followed by around 12% from the United States. Other respondents included South Africans, Australians, New Zealanders, and smaller numbers from Asia and Africa.
The professional backgrounds of Hua Hin’s expat community suggest a highly skilled population: 66% were formerly employed in corporate or salaried positions, around 20% were self-employed, and just 3% had not worked prior to retirement.
Most respondents are not new arrivals. The average time living in Thailand among respondents was 12.5 years (median: 7 years), with over a quarter having lived in Hua Hin for more than a decade. The largest group (31%) had lived in the city between five and ten years.
High Satisfaction Levels
When asked whether living in Hua Hin met their expectations, 96.5% of respondents said it either met or exceeded what they had hoped for. Only 3.5% said it fell short.
This strong approval rating underscores Hua Hin’s appeal as a retirement destination. Factors such as affordability, safety, climate, and access to healthcare were consistently rated highly by participants.
“Hua Hin stands out as an appealing, safe, and comfortable home for expats – arguably the top choice in Thailand for many foreign retirees and semi-retirees seeking high quality of life,” said Jonathan Fairfield, editor of Hua Hin Today.
“While the survey identifies several challenges that need to be addressed, the overall message is a very positive one,” he added.
The top reasons respondents cited for choosing Hua Hin over other locations in Thailand included proximity to Bangkok (16.6%), access to the beach (9.8%), golf facilities (9.2%), and the city’s climate (7.6%). These were followed closely by Hua Hin’s peaceful atmosphere, cited by 7.8% of respondents.
Lifestyle and Community
Hua Hin’s recreational opportunities and social environment emerged as important aspects of daily life. Around 56% of respondents said they regularly dine out, while 51% participate in some form of sport—particularly golf, which was a major draw for many. Nearly 43% said they frequently enjoy the beach.
The relaxed pace of life along with overall safety were also noted as key benefits. The “Safety and Security” category received the highest satisfaction score in the survey, averaging 4.18 out of 5.
Respondents also praised Hua Hin’s social environment. Many reported feeling welcomed by the local Thai population and said the presence of a sizeable, well-integrated expat community added to their sense of belonging. The “Social and Cultural Environment” received a satisfaction rating of 3.9 out of 5.
Healthcare and Affordability
Healthcare in Hua Hin received strong ratings, with an average satisfaction score of 4.2 out of 5 and nearly 84% of respondents rating it as very good or excellent.
“The healthcare system is highly regarded,” the survey analysis noted.
However, the affordability of private health insurance emerged as a concern, particularly among older residents.
“Most retired expats in Hua Hin originate from countries where healthcare costs and insurance premiums are broadly shared under socialised healthcare systems,” explained Haiko Emanuel, founder of Be Well Medical Center. “Upon moving to Thailand, insurance premiums can become substantially more expensive for older expats. For those aged 80 and above, premiums are often five to ten times higher than what they were accustomed to paying back home.”
Some respondents indicated that health insurance costs were a factor in their consideration of whether to remain in Thailand long term, particularly among those aged 55–60.
While the cost of medical treatment in Hua Hin was seen as relatively affordable, the rising cost of insurance premiums with age was clearly on the minds of many retirees.
Key Concerns
Despite the overwhelmingly high satisfaction levels, respondents also provided clear feedback on areas they feel need attention.
Road Safety and Traffic: Road safety was another major issue. About 69% of respondents mentioned concerns about traffic, motorbike behaviour, pedestrian safety, and a lack of enforcement of traffic laws.
Air Pollution: Environmental concerns, especially air quality, were among the list of worries. In open-ended responses, 49% mentioned air pollution as a primary concern. This includes seasonal haze during the burning season, with many citing agricultural fires as the source.
“If this survey were done later in the season, we suspect even more people would list air pollution as their top worry,” Emanuel noted. “We have seen a high incidence of patients with respiratory problems since January and February.”
Taxation: Financial uncertainty, particularly regarding taxation of foreign income, was cited by a number of respondents. Some expressed concern that future tax changes in Thailand could affect the financial viability of retirement in the country.
Visa Regulations: Bureaucratic challenges also featured in the feedback. Visa processes, 90-day reporting requirements, and uncertainty around future rule changes contributed to lower satisfaction scores in this area.
Stray Dogs and Cleanliness: Several respondents mentioned issues related to stray animals and general urban cleanliness, including waste management and litter. While many expats are active supporters of local animal charities, they still expressed a desire to see improvements in public safety and hygiene.
Retention and Relocation
When asked about their future plans, 83.8% of respondents said they had no intention of leaving Hua Hin within the next two years. Only 16.2%—or roughly one in six—indicated they may relocate.
Among those considering a move, preferred alternative destinations included Spain, Vietnam, and Portugal. Notably, no other city in Thailand was mentioned with any frequency.
The reasons for potential relocation largely mirrored the key concerns highlighted in the survey: taxation, pollution, and healthcare affordability. A smaller number cited personal or family reasons for returning home or moving elsewhere.
The data revealed a clear correlation between satisfaction levels and relocation intentions: 77.8% of those whose expectations were not met said they were planning to leave, compared to just 9.6% of those whose expectations were exceeded.
A Unique Snapshot
According to the survey team, the data collected provides a unique snapshot of a community that is both settled and actively invested in Hua Hin’s future.
“These are not short-term visitors. They are people who live here full time, year round in many cases, and they care deeply about this place,” said Fairfield. “They’re not just enjoying life in the sun—they want to see Hua Hin thrive.”
While some of the concerns raised—such as air pollution or traffic—mirror those seen in growing cities around the world, others are more specific to the challenges of retiring abroad. The feedback gives a clear sense of what matters to this demographic and where improvements could ensure long-term retention. The findings of the survey will be shared with the relevant local authorities for their information and consideration.
Overall, the survey confirms that Hua Hin is delivering a high quality of life for its foreign retiree population. From climate and community to healthcare and safety, the city continues to tick many boxes for those looking to spend their retirement years in Thailand.
As one respondent put it, “Hua Hin offers a low-key, enviable lifestyle… balanced by a natural, serene environment that many larger cities in Thailand do not provide.”
As the city evolves, the results of this survey offer valuable insight into what keeps expats here—and what might cause them to leave.
You can view the results of the survey in full here
