Chiang Mai, Thailand – A grim and unsettling day has rocked Thailand’s tourism industry after a video emerged showing the elephant Plai Somchai being brutally beaten until he bled while carrying tourists at a popular elephant camp in the country’s north. The footage spread at lightning speed across social media, sparking global outrage.
According to eyewitnesses, Somchai—approximately 14 years old—has spent years working in tourist elephant rides and performances. During a tour on Sunday, Somchai showed clear signs of exhaustion while carrying a group of visitors. The elephant slowed down and stopped several times to rest, but instead of allowing him a break, the mahout struck him repeatedly with a metal hook on the head and ears, and beat him with a bamboo stick to force him to keep moving.
A German tourist captured the entire incident on camera and shared it online. The video clearly shows blood running down the side of Somchai’s head, even as he continued to walk with tired, fearful eyes.
Soon after the footage surfaced, Elephant Rescue Thailand and multiple other conservation groups issued strong statements:
“The images of Somchai bleeding after being beaten are undeniable proof that the elephant riding industry still hides cruel realities. This is not an isolated case—it is a wake-up call about how we treat these intelligent, gentle creatures. We demand a full investigation and call for Somchai to be removed from this dangerous work environment.”
Chiang Mai authorities quickly responded. A spokesperson for the local tourism department stated:
“We are conducting an investigation and working with veterinary experts to assess Plai Somchai’s condition. If violations are found, strict measures will be taken.”
Meanwhile, many tourists and local residents gathered outside the elephant camp, demanding an end to elephant riding activities. On social media, hundreds of thousands of comments have called for boycotts of tourist sites that still exploit elephants for commercial purposes. The hashtags #SaveSomchai and #StopElephantRiding quickly trended across Thailand and several other countries.
Somchai has since been moved to a private area for medical treatment. However, experts warn that the psychological trauma inflicted on elephants can be far more damaging than physical injuries and may take a long time to heal.
This incident has once again reignited global debate about the ethics of elephant tourism. While Thailand has made efforts to develop conservation programs and transition to more animal-friendly tourism models, hundreds of elephants are still working long hours in harsh conditions to serve tourists.
