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Friday, March 29, 2024

TAT introduces “THE MICHELIN EXPERIENCE @ ISAN”

THE-MICHELIN-EXPERIENCE-at-ISAN-5ISAN” activity to promote Thai-Isan food culture and congratulate 33 entries from four representative cities of the Northeast or the “Isan” region included in the Bib Gourmand list in the new MICHELIN Guide Thailand 2023 edition.

We are spotlighting Northeastern Thai food culture and the addition of the Northeast (Isan) to the 2023 edition of The MICHELIN Guide Thailand.

The Tourism Authority of Thailand (TAT) is introducing “THE MICHELIN EXPERIENCE @ ISAN.THE MICHELIN EXPERIENCE at ISAN

Mr Yuthasak Supasorn, TAT Governor, said, “Thailand’s fantastic culinary scene helps strengthen the kingdom’s status as a world-class dining destination.” Food also forms part of the kingdom’s soft-power foundations that continue to be highlighted in the ‘Visit Thailand Year 2023 Amazing New Chapters’ campaign.”

As well as presenting congratulatory certificates to new entries from Isan, the event also promoted popular menus from Bib Gourmand-listed restaurants in Udon Thani, namely VT Namnueng, Matcha Pha Suk, Krua Khun-Nid Restaurant, Peng Duck Noodle, Madam Pahtehh 2515, Arunee Namnueng, and Larb Nua.

THE MICHELIN EXPERIENCE at ISANWith Northeast Thailand featured for the first time, The MICHELIN Guide Thailand 2023 now features 441 dining venues in Bangkok, Chiang Mai, Phra Nakhon Si Ayutthaya, Phuket and Phang-nga, and four new Isan provinces of Nakhon Ratchasima, Khon Kaen, Ubon Ratchathani, and Udon Thani.

The success throughout the first five years resulted in the project being extended for another five years, from 2022 to 2026. ISAN activity shined a spotlight on Thai-Isan food culture and celebrated the region’s inclusion in the sixth edition of the MICHELIN Guide Thailand.

Of 69 entries from the four Isan cities, 33 are highlighted in the Bib Gourmand list. This guarantees the continued promotion of gastronomy tourism in Thailand to the highest international level. These are nine entries in Nakhon Ratchasima, 11 in Khon Kaen, six in Ubon Ratchathani, and seven in Udon Thani. The partnership between TAT and The MICHELIN Guide began in 2017 with the launch of The MICHELIN Guide Bangkok 2018.THE MICHELIN EXPERIENCE at ISAN

Lastly, in line with the kingdom’s increased drive towards more sustainable and inclusive tourism, TAT also emphasizes promoting the MICHELIN Green Star distinction – given to those restaurants that embody and embrace sustainability in their day-to-day operations.

Two papers – one by Kenetixs Consulting on Gastronomy Tourism in Thailand and the other an assessment by Ernst and Young of The MICHELIN Guide Thailand from 2017-2020 – similarly concluded that economic value had been created for the country on several fronts. This included increased food spending by foreign tourists by double in 2019 to 842.4 million Baht and the creation of 4,800 additional jobs in the food-related sector.

In addition, the latest assessment by Kenetixs Consulting on Gastronomy Tourism in Thailand and of The MICHELIN Guide Thailand

2022 found positive impressions from foreign tourists who had experienced MICHELIN restaurants. Also seen was the attraction of more foreign chefs coming to work in Thailand and the encouragement of investment in fine dining in the country.

For example, 98% of them would recommend dining at a Michelin restaurant to others, and 94% would travel to dine at other Michelin restaurants around Thailand. Currently, there are three MICHELIN Green Star restaurants: PRU, Haoma, and Jampa.

 

 

Written by: Supaporn  Pholrach (Joom)

 

 

 

 

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