The Tourism Authority of Thailand (TAT) hosted a panel discussion titled “Savour the Charm: Creative Thai Tourism through the MICHELIN Guide” at The St. Regis Bangkok on 30 March 2026, reinforcing the role of Thai gastronomy in driving quality tourism and economic growth.
The seminar featured Mr. Nithee Seeprae, TAT Deputy Governor for Marketing Communications, alongside three culinary professionals recognised in the MICHELIN Guide Thailand 2026: Chef Tan (Pakorn Kosiyapong) of Gote, a one-MICHELIN-Star and MICHELIN Green Star restaurant, Chef Paisal (Paisal Cheevinsiriwat) of Kaen, and Golf (Ekkarin Yoosuksomboon), professional food stylist from Kaen Krung, both listed as MICHELIN Selected.
Mr. Nithee stated that tourism remains a key economic driver amid global uncertainty, with TAT advancing quality tourism under the concept of “Healing is the New Luxury”. He emphasised Thailand’s strengths in hospitality, cuisine, wellness traditions, and natural assets, positioning the country as The World’s Healing Destination. Thai cuisine, as showcased through the MICHELIN Guide, was highlighted as a form of cultural expression that reflects craftsmanship, heritage, and meaningful visitor experiences.
The discussion underscored how culinary tourism supports destination appeal and local economies. Chef Tan shared insights on farm-to-table practices and the elevation of local ingredients, Chef Paisal highlighted the role of local restaurants in extending visitor stays and conveying cultural identity, while Golf reflected on emerging opportunities in food design and the broader food and beverage sector.
Findings from the Beyond the MICHELIN Stars report by Ernst & Young in 2025 demonstrated the guide’s impact across tourism, economic, and industry dimensions. Notably, 74% of travellers consider MICHELIN Guide restaurants a factor in destination choice, and 76% would extend their trip to dine at a recommended establishment. Starred restaurants also reported an average revenue increase of 32% following their first award, alongside gains in employment and reinvestment.
Further data from Kenetics Consulting indicated that incremental food spending by international visitors at MICHELIN Guide restaurants in Thailand reached 822.85 million Baht in 2025, reflecting strong year-on-year growth. Over the period 2018 to 2025, cumulative incremental expenditure totalled 3.182 billion Baht, delivering a return of 14.7 times the programme investment.
Now in its ninth year, the MICHELIN Guide Thailand has expanded from 126 restaurants in 2018 to 468 establishments nationwide in 2026, covering 11 destinations across all regions. The latest edition reflects continued growth in quality dining and regional representation, reinforcing Thailand’s global culinary positioning. The latest edition features two Three-MICHELIN-Star restaurants — Sorn and Sühring — alongside five MICHELIN Green Stars, reflecting the guide’s continued commitment to both culinary excellence and sustainability.
The MICHELIN Guide Thailand project aligns with TAT’s Thailand Tourism Next strategy, focusing on value-driven tourism through authentic experiences, global culinary recognition, and sustainable income generation for local communities. This supports TAT’s 2026 target of THB 3 trillion in total tourism revenue — equivalent to pre-pandemic levels — underlining the project’s role as a strategic lever for quality growth.
