Thai people visiting Cha-Am usually come from Bangkok for the weekend. So the beachfront is very quiet during the week, and gets more animated during the weekends and national holidays. No need to say, Cha-Am is THE place to go if you are travelling with your Thai wife or Thai family. They will love it and they will feel comfortable here, which is not always the case in other popular resorts. Cha-Am is also ideal for western families, as there are a lot of activities for children and no bar scene like in Pattaya or Phuket. Expats and long term tourists in Cha-Am are mostly retirees from Northern Europe (Scandinavia, Netherlands...).