Bangkok: Showcasing the potential of Thai food culture and flavors, and fostering innovative tourism through the Michelin Guide, a seminar titled "The Allure of Flavors: Innovating Thai Tourism through the Michelin Guide" was organized by the Tourism Authority of Thailand (TAT) at The St. Regis Bangkok. The event aimed to highlight the economic impact of Thai cuisine on the tourism sector, particularly through the prestigious Michelin Guide.
According to Thai News Agency, recent research from the report 'Beyond the MICHELIN Stars' and data from business consultants in 2025 have underscored the significant role of food culture in Thailand's tourism industry. The report found that additional revenue from spending at Michelin-recommended restaurants by international tourists reached 822.85 million baht last year, marking a 45% increase from the previous year. These findings indicate the influence of global guidebooks on travelers' decisions, with 74% of tourists using Michelin-starred restaurants as a primary factor in choosing a destination, and over 76% tending to extend their stay to experience better dining.
The seminar featured a panel discussion with personnel from restaurants listed in the 2026 Michelin Guide Thailand, including Nithi Seeprae, Deputy Governor for Marketing Communications, Tourism Authority of Thailand; Chef "Tan" Pakorn Kosiyapong from 'Goat'; Chef "Koh" Paisarn Cheewinsiriwat from 'Kaen'; and "Golf" Ekarin Yosuksomboon, a food stylist from 'Kaen Krung'. Mr. Nithi Seeprae emphasized that, in the face of an uncertain global situation and intense competition in the tourism sector, TAT aims to drive the Thai tourism industry towards quality growth under the concept of 'Healing is the New Luxury.'
The event also highlighted the economic advantages of Michelin-starred restaurants, with a study by Kinetics Consulting Co., Ltd. revealing that these establishments see an average revenue increase of 32% after receiving their first star, alongside increased employment and investment in restaurant improvements. The added value of food spending from the MICHELIN Guide Thailand project over eight years totaled 3,182.4 million baht, representing a return on investment of 14.7 times compared to the total project budget.
TAT's future strategy, called "Thailand Tourism Next," will focus on sustainability and quality tourism, using food culture as a key mechanism to attract high-quality tourists. The Michelin Guide will continue to support TAT's policy, reinforcing the excellence and international standards of Thai cuisine on the global stage.