According to the Tourism Authority of Thailand, foreign tourists spent an additional 3.18 billion baht on food and dining during the eight-year Michelin Guide Thailand programme between 2018 and 2025.
The agency invested roughly 27 million baht per year, or 216.4 million baht over eight years, in bringing the guidebook to Thailand, generating a 14.7-fold return on the initial investment.
Last year, around 3.46 million foreign visitors dined at Michelin-listed restaurants in Thailand. About 468 restaurants were listed in the Michelin Guide in 2026.
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