Bid to Capitalize on Tourism Marketing Power of Thai Cuisine

Two major events are to be held in Bangkok at the end of September 2009 to capitalize on the global popularity of Thai cuisine, boost exports of Thai agricultural products and help visitors enjoy a higher quality of culinary experience across the vast range of dining options in the kingdom.

The two major food events “Amazing Taste of Thailand” and “Thailand Brand” will be held concurrently between 24-28 September, 2009, jointly organized by the Tourism Authority of Thailand, Department of Export Promotion, Thai Hotels Association, Association of Domestic Travel, and Thai Restaurant Association.

Thai cuisine is popular all over the world because it is nutritious, delicious, and inexpensive. According to Thailand’s Ministry of Commerce, there are plans to increase the number of Thai restaurants overseas from 13,000 locations in 2009 to 15,000 locations in 2010 as part of the second phase of Thailand’s ‘Kitchen of the World’ project, aimed at boosting Thai food exports.

Many of the Thai restaurants, ranging from elegant up-market outlets to fast-food take-aways, are set up by Thai expatriates living abroad, Thai wives of expatriates, former students, as well as overseas entrepreneurs who simply fell in love with Thai food.

In addition to the fact that many thousands of visitors come to Thailand to learn how to cook Thai dishes, food and beverage consumption is an important component of visitor expenditure in Thailand. In 2007, visitors to Thailand spent an average of 4,120.95 Baht per person per day, of which 731.10 Baht or 17.74 percent was on food and beverage.

About 500 participants will join this campaign, including owners, managers, chefs of overseas Thai restaurants, famous chefs from many parts of the world, and food critics and writers.
All have been carefully selected by overseas TAT offices and will also participate in the “Amazing Taste of Thailand” event.