admin Thailand’s culinary scene is a cornerstone of its tourism industry, celebrated globally and fiercely promoted by both government and private sectors. Despite this, Japan has recently overtaken Thailand in the realm of food tourism branding, as revealed by Nithee Seeprae, deputy director of marketing and communications at the Tourism Authority of Thailand (TAT).
Survey Insights and Strategic Adjustments
A comprehensive survey conducted by KenetiXs Consulting Co Ltd assessed the culinary image of Thailand. The 2023 data shows Japan leading with a 56% preference among international food tourists, followed by Thailand at 44%, which is an improvement from its previous 38%. China, South Korea, and Hong Kong also featured in the rankings, illustrating a competitive landscape in Asian culinary tourism.
The survey highlighted the influence of the Michelin Guide Thailand on dining choices. Awareness of the guide among international tourists held steady at 76%, with 18% specifically aware of the Thai edition—an increase from 16%. The guide’s influence remains potent, with 62% of tourists citing it as a factor in their travel decisions. The Michelin Guide not only enhances Thailand’s culinary reputation but also significantly impacts tourist behaviors and satisfaction levels. A notable 95% of those dining at Michelin-rated restaurants expressed high satisfaction, and 97% would recommend Thailand as a culinary destination.
From an economic perspective, the Michelin Guide Thailand project has been fruitful. In 2023, it generated an estimated additional revenue of approximately 262.99 million baht from food expenditure by foreign tourists, showing an increase from the previous year’s 223.34 million baht. This revenue boost underscores the guide’s role in enhancing the attractiveness of Thailand’s culinary offerings.
The impact of the Michelin Guide extends to domestic tourists as well, with a substantial 96% reported being motivated to travel within Thailand because of the guide, despite a drop in overall guide awareness from previous years.
As Thailand continues to navigate its position in the competitive arena of global culinary tourism, the Michelin Guide remains a pivotal tool in maintaining and enhancing its appeal to both international visitors and local tourists. The ongoing challenge for Thailand will be to leverage this prestigious endorsement to reclaim and surpass its rivals in the ever-evolving landscape of food tourism.
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