BANGKOK — Thailand has announced a major triumph in its global Food Soft Power strategy, revealing that its eight-year partnership with the MICHELIN Guide has generated a total incremental economic value of over 3.18 billion baht. According to the latest studies, this collaboration has delivered a remarkable A 14.7-fold return on investment, solidifying the Thai food industry’s role as a primary magnet for high-quality global tourists.
The 2025 "Beyond the MICHELIN Stars" report by global consultancy Ernst & Young highlights that 74% of international tourists cite MICHELIN-recommended restaurants as a key factor in choosing Thailand as their destination. Furthermore, 76% of travelers are likely to extend their stay specifically to explore these culinary experiences. In 2025 alone, foreign tourist spending at MICHELIN-listed restaurants stimulated the economy by over 822.85 million baht.
Beyond macro-economic gains, the partnership has significantly boosted the local supply chain. Restaurants typically see an average revenue increase of 32% after receiving their first Michelin Star, leading to a 60% rise in employment and a 58% increase in facility investments. This growth aligns with the “Thailand Heals What the World Hurts” strategy, which uses the unique identity of Thai cuisine to offer value-driven experiences that restore the well-being of travelers. Ms. Thapanee Kiatphaibool (ฐาปนีย์ เกียรติไพบูลย์), Governor of the Tourism Authority of Thailand (TAT), emphasized that under the “Thailand Tourism Next” policy, the focus has shifted from "volume" to "value over volume." By leveraging the MICHELIN Guide as a strategic partner, Thailand continues to showcase its culinary excellence and environmental ethics (MICHELIN Green Star). This success confirms Thailand’s readiness to serve as a global hub for food innovation and culture, driving sustainable economic prosperity through creative industries.
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