A Chinese tour guide has been recorded forcing a group of Chinese tourists travelling in Thailand to purchase goods at a store he recommended, or they would not be allowed back on the bus.
A video of the incident was recorded by a tourist on the bus and shared on Monday on a Facebook page posting news about Thai tourism.
It showed a man believed to be a Chinese guide addressing the tour group in standard Chinese. Translated, he said they would be stopping at a tax-free shop, and people who failed to buy anything there would not be allowed back on the bus.
When some tourists expressed their disagreement, he warned them about not being able to return to China.
The clip was widely shared, drawing many responses, including from registered Thai guides, asking authorities to investigate the incident and the apparently illegal tour guide.
On Tuesday, Tourism and Sports Minister Atthakorn Sirilathayakorn said he was aware of the report and it was being taken seriously. The department of tourism had been instructed to work with tourist police and find out where and when it occurred, and the tour company involved, Mr Atthakorn said.
‘Thailand is entering the high season, so it’s important to build confidence among tourists, in all aspects,’ he said. If the investigation confirmed any wrongdoing, strict legal action would be taken to protect tourists’ rights and uphold the credibility of Thailand’s tourism industry.
Officials said the tour company and guide could be in breach of the Tourism Business and Tour Guide Act.
An illegal guide could face up to a year in prison and/or fine of 100,000 baht. The tour company may be guilty of unfairly exploiting tourists, incurring a fine of up to 50,000 baht and possible suspension of its licence for up to six months.
Zero-dollar tour?
Some observers have likened the case to the notorious ‘zero-dollar tours’ that plagued the industry for years. But authorities say post-pandemic travel behaviour has shifted to premium tours and independent trips.
Zero-dollar tours involved agents selling group tours in the Chinese market at rock-bottom prices, and recouping their losses by colluding with guides who herded visitors into selected shops that paid kickbacks.
These days, the Tourism Department is enforcing stricter regulations, allowing personnel from provincial tourism offices to arrest suspected rule-breakers, said director-general Jaturon Phakdeewanit.
As for the recent case, he said the department knows the Thai tour company, which is legally registered, as well as the Chinese tour company and its city of origin.
The details indicate a foreign guide was employed, though a Thai guide was also working in the group, said Mr Jaturon.
However, Mr Jaturon said the case has not yet been classified as a zero-dollar tour, as the authorities are still investigating whether the company was selling a tour package with below-cost pricing.
In any case, the threats to tourists were clearly inappropriate, he said.
‘Zero-dollar tours, especially among the Chinese market, have declined in line with the contraction of Chinese arrivals,’ said Mr Jaturon.
‘Chinese tourist behaviour has shifted as they demand more premium tour services or are independent travellers, moving away from large tour groups.’
However, Mr Jaturon said the department remains vigilant over the rising threat of nominee tour companies operated by foreigners, especially Indians and Israelis, as a large number of tourists from these markets continue to visit Thailand.