Thailand’s gastronomic legacy is carving an enviable niche for itself in a world driven by culinary passion. When French President Emmanuel Macron relished Bangkok’s street food during the 2022 APEC Summit, it wasn’t just a casual treat. It epitomized the global allure of Thai culinary artistry.
From the hustle and bustle of Bangkok’s vibrant streets to opulent dining rooms worldwide, Thailand’s culinary spectrum has anchored itself in the rapidly growing HoReCa (Hotels, Restaurants, and Catering) sector. As more globetrotters embark on gastronomic journeys, Thailand has redefined culinary tourism, becoming the poster child for the industry’s global ascent.
Forecasts from Market Research Future paint an awe-inspiring picture: the worldwide HoReCa market is anticipated to swell to a staggering USD 6,449 billion by 2032, charting a vigorous 6.77% CAGR from 2023. Central to this narrative is Thailand, galvanizing its position as a top-tier culinary haven, fusing traditional ethos with modern gastronomy.
Chairman Sanan Angubolkul of the Thai Chamber spotlights the potential magnitude of this evolution. With an anticipated 30 million globetrotters flocking to Thailand in 2023, the nation’s coffers are set to burgeon by nearly USD 26.5 billion, predominantly from the HoReCa realm.
In March, the global gastronomic community will converge for THAIFEX-HOREC Asia, an extension of the prestigious THAIFEX-Anuga Asia event. Orchestrated jointly by Thailand’s Department of International Trade Promotion and Koelnmesse (KM) Germany, this event promises an eclectic showcase of over 300 esteemed brands.
But the tale doesn’t end here. Thailand’s culinary prowess is now an exported phenomenon. Brands like the Dusit Thani Group, presiding over 300 global establishments, exemplify Thailand’s expanding gastronomic footprint. These brands champion the quintessential Thai culinary soul, ensuring that every morsel, irrespective of geography, echoes the authentic Thai taste.
Dusit Foods Co., Ltd.’s Managing Director, Ms. Manisa Mitpaibul, encapsulates this ethos, emphasizing the non-negotiable standard of authenticity, even as the brand spreads its wings globally.
Emerging trends, especially in plant-based foods and lab-grown meat products, throw challenges. Yet, Thailand, a titan in agricultural exports and food processing, is uniquely poised to lead these innovations while holding its rich culinary tradition close to its heart.
Embracing its roots, championing innovation, and offering unmatched hospitality, Thailand stands on the cusp of a prolonged golden era in the global HoReCa domain.
Written by: Supaporn Pholrach (Joom)