BANGKOK, THAILAND – China’s embassy in Bangkok issued a public warning after a video circulated showing a Chinese national allegedly coercing tourists on a Thailand trip to buy goods at specific shops.
Embassy issues warning
The Chinese embassy said it had taken the case seriously and contacted Thailand’s tourist police to verify the facts. The statement, posted on the embassy’s official Facebook page, urged Chinese travellers not to book unusually cheap tours and to choose licensed operators that offer formal contracts and quality service.
“The embassy took the incident seriously and has contacted the tourist police to check the facts,” the mission said, according to its social media post.
Video shows alleged coercion
A video released on Monday showed a man, identified as Chinese, apparently telling a tour group they must purchase items in a particular store. The footage recorded threats that those who refused would not be allowed to return to the tour bus and might not be able to return home, creating alarm among viewers and prompting official interest.
Authorities described the clip as “scandalous” and said it sparked the embassy’s intervention.
Investigation found unlicensed guide
Thai investigators established that the man seen in the footage was not a licensed tour guide in Thailand. Police and tourism officials said he held a Chinese passport but had no legal authorisation to work as a guide in the country. Their preliminary findings indicated he had pressured tourists to make purchases and received commissions for doing so.
Police Colonel Man Rotthong, the investigations chief of the tourist police, confirmed that the Thai tour company organising the trip held a valid licence. “The Thai tour company had a legitimate licence, but the Chinese man had travelled only as a ‘tour leader’ from the Chinese partner firm,” he said.
Police probe and tour details
The group involved had travelled in Thailand from October 8 to 13, visiting Bangkok, Pattaya and Chon Buri. Authorities said the tour was not a so-called “zero-dollar” package and that the itinerary had been lawfully priced.
Interestingly, police said no member of the group had filed an official complaint before returning to China. All tourists had left Thailand at the end of the tour, and the Thai guide maintained there had been no coercion, saying the Chinese man had merely argued with one traveller.
Despite the absence of formal complaints from the tourists, the tourist police opened inquiries after the embassy’s notification and the video’s online spread.
Advice to travellers and wider implications
The embassy urged Chinese citizens to avoid selecting tours solely on price and recommended booking only through licensed operators that provide written contracts and reliable service. It also reminded travellers that foreigners are not permitted to work as tour guides in Thailand and encouraged reporting incidents to the tourist police hotline at 1155.
The episode comes as Thailand seeks to rebuild its tourism industry and restore confidence among visitors. In 2025, some 3.58 million Chinese tourists had already travelled to Thailand, underlining the importance of the market — and the sensitivity to reports that could undermine trust.
Incidents involving alleged forced shopping, fake tour arrangements and unverified guides have periodically surfaced in the region, prompting calls for closer oversight from both sending and host countries. Bangkok Post coverage of the episode provided initial details to which the embassy and Thai police responded.
As investigations continue, officials in both countries said they would monitor the case and urged travellers to exercise caution when booking low-cost packages and to check licensing and contractual details in advance.