Thailand has revealed fresh plans to clamp down on online travel companies that sell low-quality tour packages to the country.

The Tourism Authority of Thailand (TAT) and the new Online Tourism Club, which was set up specifically to tackle so-called “zero-baht” tours, said this week that it is planning to take further measures to prevent the practice.

“Tourism is vital to Thailand’s economy, so it is the job of the public and private sectors to work together to ensure high standards as well as standardise prices. We must ensure that tourism remains sustainable and fair for everyone, and that all tourists continue to feel welcome and valued,” said TAT governor Yuthasak Supasorn.

These low-cost, low-quality package tours mainly derive from mainland China. And with more than eight million Chinese travellers expected to visit Thailand this year, the financial impact of these tours on the Thai tourism industry is potentially huge.

The Thai government has already implemented measures aimed at stopping zero-baht Chinese group tours to Thailand, including the creation of the Online Tourism Club in January. But it now says that “newer cases of low prices offered by online overseas agents in China have emerged, many aimed at the FIT sector”.

“Some online travel agents are more interested in increasing website traffic and building databases in order to boost their company’s shareholding values than in offering memorable holidays to tourists planning trips to Thailand,” explained Nipon Boonmasuwaran, president of the Online Tourism Club (Thailand). “By selling lower prices, they have undermined the industry creating unfair conditions for operators. Now, we need to tackle unscrupulous operators targeting FIT travellers.”

The TAT has pledged its assistance to the Online Tourism Club by promoting the standard pricing of the club’s members, and organising events in China where online Thai tourism operators can meet with major Chinese travel sites to discuss cooperation. They will also sign a memorandum of understanding “to demonstrate their commitment to promote fair competition”, the TAT said.

In the first four months of 2017, Thailand generated 12m international visitors and THB620 billion (US$18bn) in tourism revenues. China remained the country’s largest source market during this period, with 3.2m arrivals and THB161bn in revenues.