The 54-year-old Irish man was on holiday in the southeast Asian country.

Neil More O'Ferrall (54) had been badly injured after he was struck by a black Ford Everest SUV as he crossed the road in the town of Khao Lak in Phang Nga province, 500 miles south of Bangkok.

It has been reported that he suffered critical injuries to his neck and was rushed to Khao Lak Medical Centre, where he passed away.

Local media reported that the collision occurred close to the Sangsawan Palace Resort.

Police arrived at the scene shortly after the collision, where the driver of the vehicle cooperated with investigators.

An investigation into the fatal crash is ongoing.

The Department of Foreign Affairs has confirmed that it is aware of this case and is providing consular assistance.

According to the Irish Times, Mr More O’Ferrall was the founder of RecoveryCBD - a business selling legal cannabidiol oil products based in Glenmalure in Co Wicklow.

The products are regulated by the Food Safety Authority of Ireland as food supplements.

Friends of the Wicklow native have paid tribute to him on social media.

Debbie Moody wrote: "My dearest friend Neil. I am in shock typing this… always thought we would someday have some more adventures together.

"For many years we worked together, but more than that, you were the best friend anyone could ask for. I can’t believe I’ll never see you pull up in one of your cars again with Duke in the passenger seat. You loved your cars - that white Porsche. The Landrover with the dodgy bonnet catch that blew open on the motorway on the way to Belfast.

"You loved life and you lived hard. If anyone knew how to enjoy themselves it was you. I will miss our chats (and our arguments) so so much. I won’t pretend I didn’t shed a few tears looking through these old photos, but I did notice that you’re smiling in every single one, just like in real life. I hope you’re still smiling wherever you are now. Goodbye, my friend."