BANGKOK (The Nation Thailand/ANN): Food is a source of pride for Thailand’s tourism sector and is jointly promoted by the government and private sector.
It plays an important role in attracting tourists by highlighting the strengths of Thai cuisine, which is world-famous and a major attraction for tourists.
However, Japan is ahead of Thailand in this aspect of branding.
Mr. Nithy Siprae, Deputy Director of Marketing and Communications at the Tourism Authority of Thailand (TAT), conducted an opinion survey of foreign tourists (1,800 samples online, 1,200 interviews) and Thai tourists (online) to evaluate the image of Thai cuisine and the Michelin Guide. Thailand 2023 project revealed. (800 samples, 400 interviews) conducted by KenetiXs Consulting Co., Ltd.
According to the study, Japan is the top destination for food tourism, with a score of 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 was fourth at 28%, down slightly from 29%, and Hong Kong was fifth at 27%, up from 25%.
A deeper dive into the awareness and effectiveness of the 2023 Michelin Guide Thailand project reveals that awareness of the Michelin Guide regarding restaurants and accommodation among foreign tourists remains at 76%, the same level as last year. found. However, the recognition of Michelin Guide Thailand increased from 16% in the previous year to 18%.
The guide also influenced their choice of destination, with 62% basing their decision on the guide, similar to last year.
It provides scores on various aspects of satisfaction, behavioral impact, and attitude of international travelers who dine at Michelin-rated restaurants.
– Overall satisfaction remained at the same high level in 2023 as in 2022, at 95%.
– 85% share their dining experience online, up from 83% in 2022.
– 92% said they would revisit a Michelin-rated restaurant, down slightly from 93% in 2022.
– 97% would recommend these restaurants to others, down slightly from 98% in 2022.
– 95% said they had tried a meal at another Michelin-rated restaurant in Thailand, up from 94% in 2022.
– 97% recommend Thailand as a gourmet destination, the same as in 2022.
Estimating the number of foreign tourists who were aware of and experienced the Michelin Guide Thailand project in 2023, the survey found that 40% knew about the project and 11% said it influenced their decision to visit Thailand. I understand. Approximately 1.86 million people.
This estimate is based on the target number of tourists from 23 countries who traveled to Thailand and ate at Michelin-winning restaurants from January to September 2022, with approximately 1.33 million tourists, or 8% of the total, Masu.
Awareness of the Michelin Guide Thailand project in 2023 is close to 39% in 2022, and influence on the decision to visit Thailand remains the same at 11%, with an estimated number of 940,000 people in 2022.
When asked if they have eaten at a Michelin-winning restaurant, only 8% of respondents said they had eaten at a Michelin-winning restaurant, but it is estimated that this number will rise to around 690,000 by 2022.
“Additional income from food expenditures from foreign tourists due to the implementation of the Michelin Guide Thailand project amounted to approximately 262.99 million baht in 2023, up from 223.34 million baht in 2022,” Nishi said. Ta.
Among Thai tourist segments, awareness of the Michelin Guide has fallen to 58% from 78% a year ago, the survey revealed. However, Michelin Guide Thailand awareness decreased from 61% to 46%. Nevertheless, the Michelin Guide Thailand has significantly stimulated the desire to travel within the country, increasing from 89% to 96%.
“In terms of satisfaction among Thai tourists dining at Michelin-starred restaurants, the overall satisfaction score in 2023 has increased slightly from 91% in 2022 to 92%,” Nithy said. – The Nation Thai/ANN
