A swaggering tourist instantly regretted challenging a bouncer to a fight - getting knocked out with a single punch.

The drunk holidaymaker had allegedly been causing trouble on the notorious strip of sex bars in Pattaya, Thailand.

He was removed from one outlet, but instead of walking away, he took off his shirt and beckoned over a security guard.

However, the worker, skilled in Muay Thai boxing, appeared to have been slighted by the taunts and relished the chance to flex his fighting skills.

Footage shows how dozens of sex workers in tiny shorts and revealing tops cheered as the bouncer knocked down the tourist.

Several hookers then piled into the melee and kicked the bloke as other guards joined in the assault.

The fracas eventually dissipated, and the humiliated holidaymaker had to walk back to his hotel.

Onlooker Nick Rizal, who watched the fight unfold on the city's Soi 6 during Songkran celebrations on April 14, said the tourist ‘had it coming'.

He added: 'The guy had been annoying one of the girls in the bar. Then he was just being annoying and causing trouble with his arrogance.

‘The security guards were quite restrained and encouraged him to leave. But it's a bad idea to challenge one to a fight. For the Thai guy, it then became a matter of protecting his own honour rather than work.

‘I have to say, the tourist had it coming and he had exactly what he deserved.'

Police said that bouncers had sorted out the dispute themselves and no complaint had been received at the station.

However, they will be keen to avoid any more unwanted attention for the coastal town, which is struggling to shake off its image as a lawless Sodom and Gomorrah.

Tourists are regularly attacked or caught up in crime, leading Pattaya to be dubbed 'Sin City'.

Embarrassed officials in the central government have launched tourism initiatives to attract families and rebrand Pattaya as a safe destination.

Authorities have introduced safety measures, such as improved lighting and CCTV. Music festivals targeting young locals have also been staged on the beach.

A tram system and cruise ship terminal have also been proposed, along with schemes to lure in 'high value' visitors instead of heavy-drinking lascivious Brits and Europeans.

The city's Soi 6 road - the scene of the fight - has drawn attention, with a number of police raids on bars and regular patrols.