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The Chinese Embassy in Thailand has issued a public statement urgently warning its citizens about the potential risks of cheap tour packages. This move comes after videos showing Chinese tourists being blatantly pressured to buy expensive goods, and even threatened with being barred from boarding buses and prevented from returning home, went viral on social media. The incident has raised alarms about the quality of service and transparency in tour packages, especially in light of the significant decline in the number of Chinese tourists visiting Thailand.
The Chinese Embassy in Thailand has confirmed the information and expressed serious consideration of the matter. 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, pressuring tourists to buy goods in Thailand.
The most prominent incident was identified as occurring on October 12th, when a video was recorded on a bus carrying a group of Chinese tourists. In the video, a Chinese man, later identified as the tour leader, spoke in Chinese, threatening the tourists that if they did not make purchases at the duty-free shop as requested, they would not be allowed to board the bus and would even "not be allowed to return to China." The incident occurred when the bus stopped in front of a jewelry store in Bang Phra, on the return journey to Bangkok as part of a 6-day, 5-night tour from October 8-13, which passed through Bangkok, Pattaya, and Chon Buri.
In the video, this person threatens to prevent tourists from returning to China (Image: Screenshot/TVBS)
Initial investigations by Thai authorities reveal that the Chinese man in the video, Mr. Zhang (38 years old), is the tour leader and representative of Huiyou Company (China). However, Mr. Zhang does not possess a valid tour guide license in Thailand. He is suspected of coercing tourists into purchasing goods and receiving commissions from those transactions. Although the Thai travel company involved (Fengrun) has been confirmed to have a legitimate business license, Thai authorities are still conducting an investigation and taking legal action against all parties involved, including the Chinese company, and potentially for selling tours below cost, an act punishable by up to two years imprisonment or a fine of up to 500,000 baht (over 400 million VND).
Notably, the entire tour group returned to China and none of them filed a formal complaint, according to Colonel Man Rotthong, Head of Investigations at the Thai Tourist Police Department.
The Chinese embassy emphasized that tourists should be wary of tours with unusually low prices.
This incident once again raises the issue of "zero-cost tours" or "unusually cheap tours," a serious problem in Thailand, especially among Chinese tourists. These are tour packages advertised at low, even almost free, prices, but upon arrival, tourists are pressured to buy goods or participate in high-priced activities to offset the tour costs. These trips are often organized by shell companies that partner with local shops to share commissions from sales.
In its statement, the Chinese Embassy emphasized and reiterated its recommendation that tourists should not be tempted by unusually low-priced tours. The embassy provided detailed guidelines to protect tourists. When choosing group tours, tourists should prioritize legally licensed, reputable travel companies that offer quality services at reasonable prices and have clear, transparent contracts. The embassy also reiterated the legal regulation: foreigners are not permitted to work as tour guides in Thailand.
When choosing a tour, prioritize licensed and reputable travel companies that deliver on their promises, offer reasonable prices, and have clear contracts.
In the event of coercion or disputes, tourists should exercise caution, retain all evidence of the violation, and immediately contact the Thai Tourist Police hotline or the Chinese Embassy's citizen protection hotline in Bangkok for timely assistance.
The warning from the Chinese Embassy is not just advice, but also a signal of China's serious concern for the safety and experiences of its citizens when traveling abroad.
Thailand was once a top destination for Chinese tourists, but the number of visitors from this market is declining sharply. In the first nine months of the year, Thailand only received about 3.58 million Chinese tourists, a decrease of more than 30% compared to the same period last year. Analysts believe the main reasons stem from safety concerns following 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 declining sharply.
This decline has forced the Thai tourism industry to adjust its international visitor targets for the year. Simultaneously, the Thai government has intensified its campaign to crack down on illegal tours and stepped up communication about tourism safety to regain the trust of Chinese tourists. The resolute investigation and prosecution of companies organizing illegal tours, even if the tours are confirmed not to be "zero-cost" but show signs of coercion, demonstrates Thailand's determination to protect its national tourism image.
