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The Chinese Embassy in Thailand has issued a public notice, urgently warning its citizens about the potential risks of cheap tours. This move was made shortly after videos recording Chinese tourists being blatantly forced to buy expensive goods, even being threatened not to board buses and not being allowed to return home, went viral on social media. The incident has raised alarm bells about the quality of service and transparency in tour packages, especially in the context of a serious decline in the number of Chinese tourists to Thailand.
The Chinese Embassy in Thailand has confirmed the information and expressed its seriousness in considering the incident. The diplomatic mission immediately contacted the Thai Tourist Police and the Tourism Authority of Thailand (TAT) to request an urgent investigation.
China warns against cheap tourism, forcing customers to buy goods in Thailand
The most prominent incident was identified on October 12, when a video was recorded on a bus carrying a group of Chinese tourists. In the video, a Chinese man, later identified as the group leader, spoke in Chinese, threatening tourists that if they did not make purchases at the duty-free shop as requested, they would not be allowed on the bus and “would not even let you go back to China.” The incident occurred when the bus stopped in front of a jewelry store in Bang Phra, on the return journey to Bangkok of a 6-day, 5-night tour from October 8-13, passing through Bangkok, Pattaya and Chon Buri.
In the video, this person threatens to prevent tourists from returning to China (Photo: Screenshot/TVBS)
Initial investigation results from Thai authorities show that the Chinese man appearing in the video, Mr. Zhang (38 years old), is the tour leader of the Huiyou company (China) and the representative of this company. However, Mr. Zhang does not have a legal tour guide license in Thailand. This person is suspected of forcing tourists to buy goods and receiving commissions from those transactions. Although the Thai travel company involved (Fengrun) is confirmed to have a legal business license, Thai authorities have still conducted an investigation and are taking legal steps against all related parties, including the Chinese company and the possibility of selling tours below cost, an act that can be punished by a maximum of 2 years in prison or a fine of up to 500,000 baht (more than 400 million VND).
Notably, the entire tour group returned to China and none of them filed a formal complaint, according to Colonel Man Rotthong, chief of the investigation department of the Thai Tourist Police Department.
Chinese Embassy warns tourists to be wary of tours with unusually low prices
This incident once again raises the issue of "zero-dollar tours" or "unusually cheap" tours, which are a serious problem in Thailand, especially among Chinese tourists. These are travel packages advertised at low prices, even almost free, but after arriving, tourists are forced to buy goods or participate in activities with high fees to make up for the tour costs. These trips are often organized by disguised companies, cooperating with local stores to share commissions from sales.
In its statement, the Chinese Embassy stressed and reiterated its advice that tourists should not be lured by tours with unusually low prices. It issued detailed guidelines to protect tourists. When choosing a group tour, tourists should prioritize licensed and reputable travel companies that provide quality services at reasonable prices and have clear and transparent contracts. The Embassy also reiterated the law: foreigners are not allowed to work as tour guides in Thailand.
When choosing a tour, you should prioritize licensed, reputable travel companies that provide services as promised, reasonable prices and clear contracts.
In case of coercion or disputes, tourists should be cautious, keep all evidence of the violation, and immediately contact the Thai Tourist Police hotline or the citizen protection hotline of the Chinese Embassy in Bangkok for timely support.
The warning from the Chinese Embassy is not just an advisory but also a signal of China's serious concern for the safety and experience of its citizens traveling abroad.
Thailand used to be one of the top destinations for Chinese tourists, but the number of visitors from this market is falling sharply. In the first 9 months of the year, Thailand welcomed only about 3.58 million Chinese tourists, down more than 30% compared to the same period last year. Analysts say the main reasons are safety concerns after a series of scams, rising travel costs, and fierce competition from other destinations in the region such as Vietnam, Japan and Malaysia.
Thailand used to be one of the top destinations for Chinese tourists, but the number of visitors from this market is falling sharply.
This decline has forced the Thai tourism industry to adjust its international tourist arrival target for the year. At the same time, the Thai government has stepped up its campaign to crack down on illegal tours and promote tourism safety communications to regain the trust of Chinese tourists. The determination to investigate and handle illegal tour operators, even when the tour is confirmed not to be a "zero-dollar tour" but shows signs of forcing customers, shows Thailand's determination to protect the image of national tourism.
