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Here we look at some of the country’s plans to move its tourism industry towards a more sustainable future, including one of Thailand’s main attractions: its food.



The diversity and vibrancy of Thailand’s cuisine will again be highlighted with the upcoming MICHELIN Guide Thailand 2025 expanding to include Chon Buri.

This expansion marks another significant milestone, further emphasising the gastronomic landscape unique to each destination within Thailand.

“The Guide’s coverage expansion to Chon Buri is convinced to yield benefits to both the province itself and the country,” commented Ms. Thapanee Kiatphaibool, Governor of The Tourism Authority of Thailand (TAT).

“Among them are increasing the market value of local gastronomy, generating income for local communities, and stimulating national economic growth.”

Located some 80 kilometres from Bangkok, Chon Buri is a vibrant coastal province popular among not only Bangkokians who seek the nearest escape from hectic work schedules, but also domestic and foreign visitors who travel from far and wide.

The tourist attractions in Chon Buri can serve many types of visitors. Besides local traditions, regional specialities and fresh seafood, Chon Buri is a beach lover’s paradise, with well-known destinations including Bang Saen, Pattaya and Ko Lan.

“Chon Buri has enough to keep travellers occupied during their stays – from beautiful beaches, peaceful temples, local cultural performances, varied festival activities to diverse eateries, stalls and even a fascinating night life,” said Gwendal Poullennec, International Director of the MICHELIN Guides.

“The fresh seafood, unique local delicacies and beachfront dining experiences are also great features. All these shape Chon Buri into a lively tourist destination. Our inspection team can’t wait to explore its gastronomic scene!”

The MICHELIN Guide has played a crucial role in promoting Thai food to the world in a way that affirms the country as a top gastro-tourism destination.

This substantially supports the government’s national soft-power strategy focusing on the 5Fs of ‘Food, Fashion, Film, Fight and Festival’, which aims to accelerate Thailand’s global competitiveness in terms of tourism.

“Rich and diverse cuisine, or “Food”, is one of the soft-power foundations attracting tourists from all over the world to Thailand,” Ms. Thapanee added.

“As an influential gastronomic reference to food enthusiasts worldwide, The MICHELIN Guide showcases Thailand’s dynamic and captivating culinary landscape that adds more meaningful value to the country’s tourism industry.”

The MICHELIN Guide in Thailand 2025 is scheduled to be released at the end of 2024.

In this eighth edition, Chon Buri becomes the latest destination, joining Bangkok (since 2018); Bangkok’s surrounding provinces, Phuket and Phang-Nga (since 2019); Chiang Mai (since 2020); Phra Nakhon Si Ayutthaya (since 2022); Isan (since 2023); Ko Samui and Surat Thani (since 2024).



It’s been three years since TAT signed a Memorandum of Understanding (MOU) to promote low-carbon tourism and implementation of climate action for sustainability.

Since then giant strides have been made to take Thai tourism in a more sustainable and responsible direction.

TAT’s mission to grow the Carbon Neutral Tourism sector in Thailand is helping to add value, creativity and competitiveness to the country’s tourism products and services in the global market.

It also increases Thailand’s appeal to quality tourists who are environmentally conscious and who want to contribute to reducing economic, social and environmental impacts.

To that end, TAT launched its ‘Meaningful Relationship’ marketing communication concept last year, designed to encourage travellers to engage in a meaningful connection whether it is with themselves, the local people, the community, nature, or even with Thailand itself.

In addition, the Thailand Tourism Awards, the country’s most prestigious awards, have added two new categories of Low Carbon and Sustainability, and Tour Programme have been added to three exiting categories – attraction, accommodation and health and wellness tourism.

The Sustainable Tourism Acceleration Rating (STAR) system also represents a key element under TAT’s own sustainable tourism goals.

At least 80% of all tourism stakeholders in Thailand are earmarked to get a STAR by 2025, up from currently 576 businesses.

“TAT will continue to focus on creating and delivering ‘meaningful experiences’ to quality travellers with different demands in tourism experiences,” said Ms. Thapanee Kiatphaibool, Governor of The Tourism Authority of Thailand (TAT).

“To achieve this, TAT is concerned about the subculture movement and will strengthen partnerships at all angles with stakeholders and suppliers to drive Thailand’s tourism industry towards sustainability.”


A new tourism campaign was launched by Amazing Thailand at ITB Berlin in March.

Entitled “Your Stories Never End”, the initiative was unveiled for tour operators, airlines, local media and influencers.

“This concept encapsulates our commitment to creating unforgettable experiences for every traveller who visits our beloved kingdom,” said Mr. Nithee Seeprae, TAT Deputy Governor for Marketing Communications.

“We aim to instil lasting memories and meaningful journeys that will inspire visitors to become storytellers, sharing their own unique tales of Thailand with others around the world.”

In 2023, Thailand welcomed 28 million visitors, generating a revenue of 1.2 trillion Baht. For 2024, TAT has set a target of generating 3 trillion Baht, with 1.92 trillion Baht coming from international tourism and 1.08 trillion Baht from domestic tourism.