A British chip shop boss sparked alarm as he wandered along a beach covered in blood in Thai 'Sin City' Pattaya.

Hapless holidaymaker Richard David Cardwell, 39, knocked back bottles of beer to celebrate his birthday in the seaside tourist town on May 15.

He staggered down a set of stairs to take a stroll along the shore but slipped and cut his right arm on a sharp object.

Shocked onlookers called the police after seeing him sauntering along the city's infamous Beach Road with his white shirt smeared in blood.

Cops arrived with paramedics at around 6 pm to give the Brit, from St Austell, Cornwall, first aid.

Footage shows a female media disinfecting the large cuts on Richard's arm before wrapping the injuries in white bandages.

The smiling tourist explained to police: 'Yeah, me fell over. Squirt, squirt, squirt.'

An officer then pulled out a phone so they can communicate through Google Translate. Speaking into the gadget, Richard said: 'In Soi 6 and I fell down the stairs and I cut my arm real bad.'

He denied being involved in a fight and said what happened was an accident. He then took out his phone and, holding up his injured arm, took a selfie with the police before they left.

Despite a volunteer paramedic urging Richard to go to the hospital, he said: 'Yeah, I'll go buy a t-shirt. I'm alright, man, I'm good. It's not the first time I've been stabbed, mate.'

Richard is listed as the owner of Biscovey Foodbar Ltd, which operates a fish and chip shop in the small village of Biscovey in the Southwest of England. They also sell Sunday roasts served in trays - in contrast to the Pad Thai, papaya salad and green curries found in Pattaya.

The humid coastal area became popular with American troops on 'rest and relaxation' breaks in the 1950s and 1960s when the US military had bases in Thailand while fighting Communism in Vietnam. Rural families are said to have even dressed their sons as women to cash in on the gold rush.

The handful of bars in the coastal town quickly grew and it is now the world's biggest sex holiday destination, with round-the-clock prostitution and drugs - a modern-day Sodom and Gomorrah rife with crime and debauchery.

Government chiefs have attempted to clean up the city but regular violence, depravity and claims of corruption continue to blight its reputation.