It was the kind of morning many tourists remember fondly — warm sea breeze, the bright bustle of Second Road — but for 32-year-old Indian visitor Mudasir Ashraf the stroll near Pattaya’s Baywalk project on September 5 turned into a stark reminder that not every friendly face on the street has honest intentions.
According to a complaint he filed at Pattaya Police Station in Chon Buri province, Ashraf was stopped by two men who appeared to be foreign nationals and struck up a casual conversation. The chat quickly shifted to a sales pitch: “miracle” hair-growth and beauty products they guaranteed would work wonders. Trusting the recommendation, Ashraf followed the men into a shop inside the Baywalk complex where staff presented him with a bundle of items — two bottles of herb-infused coconut oil, two bottles of shampoo, and two boxes of ginseng soap.
What followed was all too familiar in tourist hotspots: the price demanded felt shockingly high. The men insisted on payment by bank transfer and Ashraf, perhaps embarrassed or simply wanting to avoid a scene, complied. The total came to 24,175 baht — roughly £550 — and after the transaction he says he felt misled and decided to seek police help.
Pattaya police documented Ashraf’s account and escorted him back to the shop. Staff maintained that their prices had been clearly displayed and transparent. Ashraf countered that the figures were wildly inflated and that he had been pressured into the purchase. After a tense exchange the shop agreed to a partial refund: 22,800 baht — a figure The Pattaya News reported as about US$710 — while warning that they might pursue legal action if their reputation was damaged by the incident.
The case exposes a couple of unnerving truths about scams that prey on visitors in resort towns: first, disputes often hinge on what one side calls “clearly displayed” pricing and the other calls “hidden” or “misleading” tactics; second, partial refunds are a common compromise that leaves some tourists satisfied and others out of pocket. The Pattaya News noted that while some tourists have managed to recover part of their money in similar incidents, many are not so fortunate.
Pattaya, long known as a lively tourist hub with beaches, nightlife and a robust street-market scene, has battled a recurrent image problem: alongside legitimate businesses, some enterprises operating in the area have been accused of deceptive sales practices. Despite previous police crackdowns, these operations seem to persist, prompting calls from local voices to step up enforcement and crack down harder to protect the city’s reputation and visitors’ wallets.
Local officials are now being urged to carry out a full investigation into Ashraf’s complaint and similar reports — not only to bring individual wrongdoers to account, but to reassure future visitors that Pattaya is safe for honest commerce. For a city that depends on tourism, even one high-profile consumer complaint can echo widely on social media and travel review sites.
Meanwhile, the broader pattern of tourist-related scams continues to pop up around Thailand. In a separate incident, a clothing store owner in Phuket recently offered a 6,000 baht reward for information after catching a foreign woman allegedly swapping price tags to pay less. These episodes underscore the variety of small-scale frauds that can spoil a holiday and the need for vigilance from both travelers and local authorities.
What can visitors do to lower their risk?
- Be wary of unsolicited offers from strangers, even if they seem friendly or well-spoken.
- Ask to see prices in writing before agreeing to any purchase; if something is only quoted orally, treat it with suspicion.
- Avoid bank transfers or unfamiliar payment methods when making purchases from small street vendors or pop-up shops.
- Keep receipts and take photos of price tags or product labels; these can be invaluable if a dispute arises.
- If you feel pressured, walk away — most scammers want to keep you isolated and hurried.
For Ashraf, the experience was an unwelcome addition to what should have been a relaxing trip. For Pattaya, it’s another reminder that policing tourism-related scams is not just about making arrests — it’s about preserving trust. As officials investigate and local businesses weigh the reputational cost of aggressive sales techniques, travelers should remember that a healthy dose of caution goes a long way. If nothing else, let this be a prompt to enjoy the beach, the food, and the culture — but keep an eye on your wallet.
Reporters on the ground noted that The Pattaya News is following developments. If you’re planning a visit, arm yourself with common-sense precautions and — when in doubt — seek a second opinion before handing over your cash or tapping “send” on a transfer.
This story is horrible and unfortunately not surprising. Tourist traps like this prey on friendliness and confusion, and 24,175 baht is a lot to feel pressured into paying. Local authorities need to do more than escort someone back for a refund — there should be a system for penalizing repeat offenders.
I agree Ananya, but sometimes tourists are reckless too; should there be mandatory price listings in English at every stall? It seems like a reasonable regulation that would stop so many fights before they start.
Mandatory signage in English and Thai would help, but enforcement matters. If signs are up and staff still mislead customers, penalties need to bite so behavior changes.
This is a regulatory failure more than an isolated moral lapse. Tourism-driven economies often tolerate ambiguous pricing to boost margins; without consistent enforcement and consumer-education campaigns, these micro-scams will persist and harm the city’s long-term brand.
Been to Pattaya, seen similar hustle. Tourists gotta stop being polite and start being suspicious.
I feel for the tourist but I’m wary of quick judgments. Was there any CCTV or bank transfer evidence? If it’s just word vs word, it’s messy.
This really highlights how language barriers can be weaponized in tourist spots. Clear, printed prices and receipts would make a world of difference.
Printed prices are fine but some vendors still bait-and-switch. Education for vendors too — fines and training — might reduce this.
True, but who funds the training? Small shops survive on tiny margins and many are informal. Heavy-handed fines could push them out of business.
This scares me as someone planning a trip. How do you even contest a bank transfer once it’s sent? It feels like instant regret and little recourse.
Call your bank immediately and file a dispute. It’s not guaranteed, but many banks will investigate potential fraud.
Good tip, Larry. Also take photos of everything and go to the police right away so there’s a record.
Two issues intersect: procedural laxity by local authorities and the informal economy’s flexibility. Addressing scams requires legal clarity on pricing, accelerated complaint handling, and publicizing consequences to create deterrence.
I teach tourism policy and agree with Henry. Transparency measures supported by technology—like standard QR-coded price tags linked to official registries—could be a scalable solution.
Exactly, Sinead. Tech can help but must be coupled with on-the-ground inspections and community buy-in; otherwise it’s just window dressing.
Why did he transfer money instead of paying cash or using a card? That seems risky and odd to me.
Sometimes vendors pressure people to transfer because it feels like a traceable payment to them, but for victims it can be harder to reverse, especially across borders.
This kind of story fuels anti-tourist sentiment and vice versa; there’s a cycle of blame that never helps. Locals who rely on tourism suffer when a few shady operators ruin the reputation.
I sympathize with honest locals, but reputation matters. If cities want sustainable tourism they need to police predatory sellers aggressively.
Polina, yes — but aggressive policing can also target small vendors unfairly and push them into worse livelihoods. The solution has to be balanced and community-driven.
Balanced, sure, but ‘community-driven’ also needs proper funding and legal frameworks. Sympathy isn’t a policy.
Why do tourists act like victims sometimes? Read prices, ask questions. It isn’t rocket science.
This isn’t just about one tourist being naive. It’s about systemic exploitation in tourist zones where rules are blurry and enforcement is sporadic.
Partial refunds are cynical solutions; they let businesses off the hook while the customer still loses out and public trust erodes. The shop’s threat of legal action for reputation damage is especially worrying.
Reputation lawsuits are often empty threats but intimidating. Authorities should protect complainants from retaliatory legal bullying.
Agreed, Larry. There should be a safe complaint channel for foreigners that guarantees follow-up and protects the victim.
This makes me want to boycott Pattaya, but then I remember many locals are good people just trying to make a living. Tough balance.
Boycotts can harm the very communities that are advocates for better practices. Targeted pressure on corrupt networks is more productive than blanket punishments.
I’m a simple traveler: I always ask for a price list and refuse transfers. But not everyone knows these tactics before they arrive.
Same here, Nina. But even with precautions, someone very persuasive can break your guard down. It’s psychological pressure, not stupidity alone.
Right, which is why awareness campaigns at airports and hotels could help a lot. A little heads-up goes a long way.