This is the shocking moment a bungling tourist rode a scooter the wrong way before crashing into a motorcycle showroom in Thailand.

The rider allegedly flouted road safety rules as he drove against the flow of traffic in Phuket on September 15.

CCTV footage shows how he veered off the main road to merge into traffic - only to hit a bollard as he lost control of the scooter.

He was sent sprawling onto the steps of the Indian Motorcycle Phuket showroom as an employee went outside to help him up.

The tourist was not injured, but the scooter's front wheel was reportedly damaged from the impact.

The once-pristine island of Phuket has been marred by over-tourism as the Thai government implements a visa-free scheme to boost revenue following the barren pandemic years.

Angry locals claim the push for tourist dollars has attracted crowds of 'low-quality' visitors from Russia, India and Australia. There are also fears that the island has become an enclave of criminal activity, with police unable to control street fights and more organised ruffians setting up rackets among local businesses.