Even at government-licensed venues, loopholes allow for “optional” add-ons to quietly inflate the cost — often without receipts or itemized transparency.
Legal Framework, Toothless in Practice?
While Ratchaburi’s Office of Commerce reiterated that boat tour operators must follow provincial pricing laws and post clear signage, enforcement remains weak. Violations under Thailand’s Price of Goods and Services Act can theoretically result in fines or jail time, but actual prosecutions are rare.
As Ms. Rung-ruethai Koetchaeng, a senior commercial affairs officer, noted, some previous complaints have resulted in criminal judgments — but only after lengthy investigations. In the meantime, tourists continue to be misled.
Thailand has long marketed itself as a value destination, offering experiences that are both affordable and authentic. But incidents like this — especially when they go viral — erode that image fast.
For returning tourists and long-term visitors, the sentiment is shifting. “It’s not just the Pattaya scams anymore,” said one expat in a travel forum. “It’s everywhere — markets, tours, taxis. You always have to be on guard.”
Local operators often defend these prices by saying tourists “agree to the deal.” But the lack of clarity, the power imbalance, and the absence of consistent signage all contribute to what many would call exploitative — even if technically legal.
The Damnoen Saduak case should be a wake-up call for the entire industry. If Thailand is serious about attracting high-quality tourists and encouraging repeat visits, it must do more than offer apologies after the fact.
Transparency in pricing, clearly posted signs in multiple languages, stricter oversight of private operators, and easily accessible complaint mechanisms should be the norm — not the exception.
Because when one tourist pays 9,500 baht for a boat ride, the cost is not just monetary — it’s reputational. And that’s a price Thailand cannot afford to keep paying.
