A bungling tourist needed help after getting his pickup truck stuck on a beach when he disobeyed local driving rules in Thailand.

The holidaymaker was cruising along the tranquil shores of Khao Khad Beach when his tyres were bogged down in the mud in Phuket on Friday.

Footage shows the vehicle's wheels half-submerged in wet sand as local rescuers arrived to tow it out of the mire.

They used a tractor to pull the pickup loose, dragging it away from the banned area.

Driving on beaches is prohibited in Thailand and may result in fines. On June 14, a 22-year-old tourist paid a 5,000 Baht (116 GBP) fine after he drove a rented jeep across Layi Beach in Phuket.

On September 21, another tourist sparked outrage on the tropical island as he thrashed his motorcycle across the golden shores of Rawai Beach.

He later had to call for help when the two-wheeler also became stuck in the sand.

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.