According to Thai news agencies on April 17th, the Tourism Authority of Thailand (TAT) commissioned KeneTix Consulting to conduct the "2024 Thailand Gastronomic Tourism Image Assessment" project. The project surveyed 3,000 foreign tourists and 1,200 Thai tourists through both online and offline questionnaires.

The survey results showed that tourists generally consider Thailand as one of the destinations with a prominent gastronomic tourism image, with a recognition rate of 53%, an increase from 44% in 2023. Thailand ranks second, only after Japan, which has topped the list for several consecutive years. China ranks third with a recognition rate of 35% (30% in 2023), followed by South Korea at 33% (28% in 2023), and Singapore at 28% (27% in 2023).

In a further investigation into the public awareness and influence of the "MICHELIN Guide Thailand 2024," it was found that 83% of foreign tourists were aware of the Michelin Guide, while the awareness rate among Thai local tourists was 57%. Specifically, 24% of foreign tourists were aware of the "MICHELIN Guide Thailand," compared to 48% of Thai tourists. Among the tourists who knew about the Michelin Guide, 58% said that the guide influenced their decision to travel to Thailand.

Regarding the satisfaction, behavioral outcomes, and attitudes of foreign tourists after dining at Michelin restaurants, the overall satisfaction rate in 2024 reached 93%. The specific details include: 1) Willingness to recommend the restaurant to others (97%); 2) Willingness to recommend Thailand as a gastronomic tourism destination to others (97%); 3) Willingness to try other Michelin restaurants in Thailand (94%); 4) Willingness to revisit the restaurant if given the opportunity (92%); 5) Willingness to share photos and experiences of the dining occasion online (84%). The satisfaction rate of Thai tourists who dined at Michelin restaurants in 2024 also reached 96%, an increase from 92% in 2023.

In terms of "additional revenue from food and beverage consumption," in 2024, 1.83 million foreign tourists were aware of and dined at Michelin restaurants, up from 1.33 million in 2023. The additional food and beverage expenditure per tourist per trip due to Michelin restaurants was 262 Thai baht, an increase from 197 Thai baht in 2023. The average cost per meal per person at a Michelin restaurant was 729 Thai baht (618 Thai baht in 2023), while the average cost per meal per person at an ordinary restaurant was 618 Thai baht (529 Thai baht in 2023). Each tourist dined at a Michelin restaurant an average of 2.36 times per trip, higher than the 2.21 times in 2023. Based on this calculation, the additional food and beverage revenue from restaurants recommended in the MICHELIN Guide Thailand in 2024 from foreign tourists was approximately 479.85 million Thai baht.

In addition, the survey also pointed out that the awareness rate of the "MICHELIN Green Star" among foreign tourists was 28%, while that among Thai tourists was 21%. It is reported that this award is annually presented to top restaurants that have demonstrated outstanding performance in sustainable development, emphasizing their high standards in social and environmental responsibility.