International Survey Shows Thailand Ranked 2nd in Food Tourism, Trailing Japan as the Leader

8 months ago Editor

The significance of food in Thailand’s tourism industry is emphasized by both governmental and private sector efforts. Thai cuisine, globally renowned and a major draw for tourists, plays a crucial role in enticing visitors. However, Thailand lags behind Japan in effectively branding this aspect.

Nithee Seeprae, deputy director of marketing and communications at the Tourism Authority of Thailand (TAT), disclosed findings from the Thailand Culinary Image Assessment and Michelin Guide Thailand 2023 project. The study, conducted by KenetiXs Consulting Co Ltd, surveyed opinions from both foreign (online 1,800 samples, interviews 1,200 samples) and Thai tourists (online 800 samples, interviews 400 samples).

Results revealed that Japan leads in food tourism, scoring 56% in 2023, up from 54% in 2022. Thailand ranks second at 44%, up from 38%, followed by China at 30%, up from 24%. South Korea ranks fourth at 28%, slightly down from 29%, with Hong Kong at fifth, scoring 27%, up from 25%.

Regarding the Michelin Guide Thailand project’s impact in 2023, awareness among foreign tourists remained steady at 76%, while awareness specifically of the Michelin Guide Thailand rose to 18% from 16% the previous year. This guide significantly influenced travel decisions, with 62% basing their choices on it, consistent with the prior year.

Examining satisfaction, behavioral impact, and attitudes of foreign tourists dining at Michelin-rated restaurants:

• Overall satisfaction remained high at 95% in 2023.
• 85% shared their dining experiences online, up from 83% in 2022.
• 92% expressed willingness to revisit Michelin-rated restaurants, slightly down from 93% in 2022.
• 97% recommended these restaurants to others, slightly down from 98% in 2022.
• 95% tried dining at other Michelin-rated restaurants in Thailand, up from 94% in 2022.
• 97% recommended Thailand as a culinary tourism destination, consistent with 2022.

Approximately 40% of foreign tourists were aware of and influenced by the Michelin Guide Thailand project in 2023, translating to about 1.86 million people. This estimate is derived from the target number of tourists from 23 countries visiting Thailand from January to September 2022, with 8% dining at Michelin award-winning restaurants, totaling about 1.33 million people.

The additional revenue from food expenditure by foreign tourists due to the Michelin Guide Thailand project was approximately 262.99 million baht in 2023, an increase from 223.34 million baht in 2022.

Among Thai tourists, awareness of the Michelin Guide decreased to 58% from 78% compared to the previous year, while awareness of the Michelin Guide Thailand dropped to 46% from 61%. Nevertheless, the Michelin Guide Thailand significantly stimulated domestic travel desires, increasing to 96% from 89%.

“In terms of satisfaction among Thai tourists dining at Michelin-starred restaurants, overall satisfaction in 2023 increased slightly to 92% from 91% in 2022,” Nithee noted.