Tourists ran for cover when a turf-war between rival jetski operators erupted into a deadly shootout on the popular resort island of Koh Samui in Thailand.
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Two men had been taking tourists out to sea before the bullets flew at busy Chaweng beach on Tuesday. Local media reported there were about 100 beachgoers nearby at the time.
Police arrived to find Soontree Chaipet, 45, and Tinapot Petcharat, 26, in a pool of blood on the sand about 4.30pm, British newspaper The Sun reported.
Mr Petcharat later died in hospital.
Terrified onlooker Num Hankit, 30, said: ''I work near the beach and just heard the bullets and came to look."
"It's scary, anybody could be hit by a bullet. People are riding jet skis with guns in their pockets. I cannot believe this happening on a beach.
''There were more than 100 tourists standing on the beach. They looked shocked. They have a holiday and people are shooting each other. It's dangerous.''
CCTV footage of the beach captured tourists running from deckchairs on the busy beach when the shots rang out.
Dozens of tourists and residents can be seen watching as paramedics try to resuscitate a man as he lays on the sand in an area taped off by authorities.
The video also shows police putting two guns in plastic bags.
The Samui Times reported police found two firearms at the scene: a 357 magnum and a 9mm Beretta. Mr Chaipet was taken to a hospital intensive care unit.
Police Major General Apichat Boonsaree from the Bophut station told The Sun police believed the reason for the gun fight was a ''business conflict when renting jet skis to customers''.
''Both sides are involved in the business of renting jet skis on the beach and they took up a duel with each other.
"They were both carrying guns and we understand that they had many arguments with each other before."
''Officers arrived and ensured the safety of tourists who were relaxing at the time when the shots could be heard.
He said investigators would speak to witnesses to determine the precise cause of the fatal confrontation.
Police were at the hospital and said they would question Mr Chaipet "once he regained composure".
Koh Samui island is a popular holiday destination for foreign tourists, including Australians.
A Department of Foreign Affairs and Trade spokeswoman said on Thursday the Australian Embassy in Bangkok had not received any advice of Australians affected.
