Thailand Targets 700 Billion Baht Culinary Economy, Banking on Regional Strengths

Thailand is strategically targeting a 700 billion baht culinary economy by 2026, leveraging its renowned food culture as a 'Soft Power' economic engine. This ambitious plan requires a nuanced approach, focusing on cultivating regional strengths and addressing the diverse economic impacts of culinary tourism across the nation.

Corazon Bautista

May 19, 2026 · Updated October 3, 2026 · 5 min read

From Pandemic Caution to Post-Crisis Ambition

The current government target represents a dramatic increase in economic expectation for Thailand's food tourism sector. During the COVID-19 pandemic, the outlook was far more cautious. An academic analysis using a Bayesian Structural Time Series model forecasted that from 2022 to 2023, gastronomic tourism would contribute a more modest 1% to 2% to the country's GDP. That study, which highlighted a potential decrease in the sector's growth rate, served as a signal for both private and public sectors to bolster promotion simply to maintain economic momentum in a period of global uncertainty.

In stark contrast, the government's latest projection of a 700 billion baht restaurant market by 2026 reflects a renewed confidence and a strategic shift toward aggressive growth. This move aligns with burgeoning global trends. According to market research cited in a 2024 academic paper, the international gastronomy tourism market was valued at USD 237.7 billion in 2020 and was predicted to grow at an average annual rate of 14.2% through 2028. By setting a high-value domestic target, Thailand aims to capture a substantial share of this expanding global interest in culinary travel, transforming its food culture from a passive attraction into a powerful and direct economic force.

'Soft Power': Turning Culinary Heritage into Economic Policy

The drive to achieve the 700 billion baht figure is a core component of Thailand's broader "Soft Power" strategy. According to the Thai government, the nation is deliberately leveraging its culinary heritage to enhance its global standing and create tangible economic value. This approach treats Thai cuisine not just as a cultural export but as a structured industry capable of driving significant domestic revenue and attracting international visitors. The high-profile target frames the restaurant sector as a critical area for growth and investment, signaling a coordinated effort to support and expand the industry from farm to table.

This strategy moves beyond simply promoting famous dishes. It involves creating an economic ecosystem around food that encompasses everything from local agricultural producers to fine-dining establishments. A concrete element of this policy is the "Travel, Enjoy, Eat Thai SELECT" initiative, which certifies restaurants to guarantee authenticity and quality for tourists and locals alike. By framing its culinary appeal as a primary economic engine, the government is working to ensure that the cultural appeal of Thai food translates directly and measurably into national economic prosperity.

Regional Economic Impact of Culinary Tourism in Thailand

While the national strategy sets an ambitious target, academic research reveals that the economic impact of culinary tourism is not uniform across Thailand. Different regions play distinct roles, with some acting as established powerhouses while others hold untapped potential that requires targeted development. An analysis based on a dynamic regional input-output model, which measures how money spent in one sector flows through the rest of the local economy, highlights a clear hierarchy in economic contribution and efficiency.

Bangkok and its surrounding areas are described as the undisputed "heart of gastronomic tourism development," acting as the primary driver of income for the entire country. Following closely is the Eastern region, which stands as the second-largest contributor and generates a significant positive impact on the national economy. These two areas form the current backbone of Thailand's culinary tourism revenue. However, the picture becomes more complex in other parts of the country, where potential and performance diverge. For instance, the vast Northeastern region, despite being the largest geographical area, receives comparatively less income from food tourism. Its economic multipliers—a measure of the ripple effect of investment—have only a "marginal impact" on the broader economy.

A comparative analysis of the economic role and development needs of culinary tourism across Thailand's regions, based on academic research.
Region	Economic Role and Impact	Development Needs and Potential
Bangkok and Surrounding Areas	Described as the "heart of gastronomic tourism development," driving significant income into the national economy.	Established economic hub.
Eastern Region	The second-largest area for gastronomy tourism, generating a positive economic impact.	Strong secondary contributor.
Western Region	Offers more value for promoting gastronomy tourism compared to other regions, suggesting a higher return on investment.	Identified as a high-potential area for promotional activities.
Northern and Southern Regions	Identified as key tourism areas.	Require "intensive" promotion and "efficient communications" to enhance their gastronomic tourism sectors.
Northeastern Region	Receives less income from gastronomy tourism despite being the country's largest area. Its economic multipliers have a "marginal impact."	Represents an area of untapped potential that currently underperforms economically.
Central Region	Has the lowest economic multipliers, with values equivalent to one.	Investment in this region is projected to only achieve "break-even development."

Further analysis of economic multipliers reveals strategic challenges and opportunities. The Western region, for example, is identified as offering more value for promotional investment, suggesting that each dollar spent there generates a stronger economic ripple than in other developing areas. In contrast, the Central region has the lowest multipliers, with values equivalent to one. This indicates that investment there would likely only achieve "break-even development," with little to no broader economic benefit. Meanwhile, both the Northern and Southern regions are seen as needing "intensive" promotion and "efficient communications" to unlock their full potential, pointing to a need for targeted government campaigns to bring them up to the level of the country's established culinary centers.

Charting Thailand's Culinary Future

Thailand is actively pursuing a strategy to elevate its culinary tourism, aiming for significant economic growth by 2026 through 'Soft Power' initiatives and regional development. The government's 700 billion baht target for the restaurant market is ambitious, but it is underpinned by a clear recognition of the sector's global potential. However, achieving this national goal will depend on a nuanced regional approach that acknowledges the country's varied economic landscape. The current anchors are clearly Bangkok and the Eastern region, but relying on them alone will not be enough.

The path forward involves not only reinforcing these strongholds but also strategically investing in areas with identified needs and potential. Academic studies suggest that regions like the North and South require intensive promotion to build their brands, while the West offers a high return on investment for new campaigns. Addressing the economic underperformance of the vast Northeastern region and the low multipliers in the Central region will be crucial for ensuring that the benefits of culinary tourism are distributed more broadly across the country. The success of this national culinary ambition will ultimately be seen in how well these diverse regional economies are cultivated and integrated into the larger vision.

To gauge the strategy's progress, observers should monitor the Department of Business Development's reports on the 'Thai SELECT' program's expansion and the national restaurant market's value against the 700 billion baht target as the 2026 deadline approaches.

Thailand Targets 700 Billion Baht Culinary Economy, Banking on Regional Strengths

From Pandemic Caution to Post-Crisis Ambition

'Soft Power': Turning Culinary Heritage into Economic Policy

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Regional Economic Impact of Culinary Tourism in Thailand

Charting Thailand's Culinary Future

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