PATTAYA, Thailand – Ms. Chutima Jiramongkol, President of the Pattaya Business and Tourism Association (PBTA), expressed confidence in the resilience of Thailand’s tourism sector following recent social media reports of a foreign “rogue” tour guide allegedly coercing a group of Chinese tourists to purchase products under threat of being unable to return home.
Ms. Chutima emphasized that the incident involved individuals operating illegally and that it is crucial for government authorities to enforce existing laws rigorously. She reminded that the profession of tour guiding is reserved exclusively for Thai nationals, and any foreigner working as a guide in Thailand is violating the law. Strict enforcement, she said, will help prevent such incidents and protect the country’s tourism reputation.
“The key is to ensure that tourists understand this incident was caused by individuals within their own group, not the Thai tourism industry,” Ms. Chutima added. “With proper coordination and controls at the point of origin through international cooperation, such incidents can be avoided entirely, rather than addressing them only after they occur in Thailand.”
She also encouraged the public to report any foreigner working illegally as a tour guide, noting that complaints can be submitted to the relevant authorities for legal action, which will ultimately strengthen Thailand’s tourism image.
Despite the incident, Ms. Chutima highlighted that Pattaya remains a highly popular destination for tourists worldwide, thanks to its safety, competitive prices, convenient transportation, and vibrant atmosphere. During the high season, hotel bookings for November 2025 have already reached around 80%, with some hotels reporting full reservations through the end of the year. While group and MICE tourism from China may have slightly declined, independent travelers (FIT) continue to arrive in large numbers, reinforcing Pattaya’s status as a top global destination.
