Chonburi - Photo by Ryutaro Uozumi on Unsplash
The Tourism Authority of Thailand (TAT) announced Chonburi province as the newest destination to be featured in the 2025 Michelin Guide Thailand. This selection underscores TAT’s ongoing collaboration with Michelin to leverage the power of Thai cuisine for tourism promotion and economic growth. Governor Thapanee Kiatphaibool emphasized the initiative’s contribution to Thailand’s “soft power” of gastronomy, enriching the tourist experience.
Since 2019, the Michelin Guide Thailand has expanded its coverage annually, highlighting regions like Phuket, Chiang Mai, and Khon Kaen. Chonburi, known for Pattaya and Sriracha sauce’s birthplace, Sriracha, offers exciting culinary prospects. TAT’s deputy governor, Nithee Seeprae, expressed hope for a 20% tourism boost in Chonburi, similar to the impact of celebrity chef restaurants. Food blogger Mark Wiens anticipates seafood as a key attraction, hoping Michelin recognition will spotlight local communities and their signature dishes. He envisions increased recognition beyond Pattaya, potentially attracting tourists for longer stays at hotels in Chinburi the likes of Oakwood Hotel and Residence Sri Racha. This collaboration signifies a strategic step in showcasing Thailand’s diverse culinary landscape and its potential to drive tourism across the country.
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