TAT reveals the results of the “Michelin Guide 2023” evaluation, which is expected to create additional value in the country’s food sector worth 263 million baht, along with opening new areas, Surat Thani, Koh Samui, in the Michelin Guide 2024.
Date: December 14, 2023 Ms. Thaphanie Kiatpaipoon The Governor of the Tourism Authority of Thailand revealed that the Michelin Guide Thailand plays a very important role in driving the growth of the Thai tourism sector through the form of gastronomy tourism, which can attract many tourists to travel, and the visit to Thailand has increased.
“Based on the results of 3 research studies since the project began in 2017, it is estimated that Michelin Guide Thailand could generate additional Thai food income for tourism of over 1,300 million baht.”
The Michelin Guide Thailand 2024 edition contains a list of 447 selected restaurants, divided into:
- 7 restaurants got two Michelin stars
- Michelin Star award for 28 restaurants
- “Bib Gourmand” award for 196 stores
- Recommended stores (MICHELIN selected) 216 stores
For the 2024 edition of the Michelin Guide Thailand (Michelin Guide Thailand 2024), this year it has expanded its scope to include restaurant rankings on Koh Samui and mainland Surat Thani, with 23 restaurants receiving awards, of which 11 restaurants are located on Koh Samui (4 stores at “Bib Gourmand” and 7 selected MICHELIN stores) and Surat Thani 12 stores (8 stores at “Bib Gourmand” level and 4 selected MICHELIN stores)
A report from TAT notes that from the implementation results of the MICHELIN Guide Thailand project in 2019 and in 2022-2023, which were evaluated by Kinetics Consulting Company Limited, it reflects that the project can create additional image and economic value directly and indirectly. It was found that the image of Thailand as a gastronomy tourism destination from the perspective of foreigners increased from 38 percent in 2022 to 44 percent in 2023.
In addition, Thailand received a score of 99 percent on Thai people’s attitude toward being a leader in international food tourism destinations (from 94 percent in 2022 and 90 percent in 2019).
Meanwhile, in terms of income, in 2018-2019, the project implementation generated additional food income in Thailand from the project implementation of about 842.4 million baht, while in 2022 it created additional value of about 223.4 million baht and in 2023, the amount is about 263 One million baht.
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