This is the moment a pickup truck rolled down a cliff when its driver forgot to set the handbrake.

The family had pulled into the parking lot to go sightseeing at the Rai Pang Kae Farm in Nan province, Thailand, on February 18.

They left the vehicle near the edge of the cliff, but it began to move forward as the driver had forgotten to secure the brakes.

Footage shows shocked tourists battling to keep the truck as it rolled down the slope before plunging off the cliff.

Police Lieutenant Peerapol Yuentip of Santisuk Police Station said cops were notified at 2 pm.

The driver reportedly admitted that he had failed to engage the handbrake, causing the accident.

Police Lieutenant Peerapol said: 'Fortunately, no one was harmed or killed in the incident. A tow truck was later called to retrieve the vehicle.'

Thailand has one of the world's worst road safety records. Ministers have set the goal of reducing fatalities from 32.7 deaths per 100,000 people to 12 per 100,000 people by the year 2027.

However, a lack of road safety education in schools along with notoriously easy driving tests, police failures to enforce road laws, and chronic under-investment in infrastructure, all appear to hamper the efforts.