TAT adds Isan Spice to the Michelin Guide


photos courtesy of Thailand Tourism Board

Excellent news for tourists and especially foodies who travel to the northeast region. The Tourism Authority of Thailand (TAT) created its “Michelin Experience @ Isan” campaign to promote Isan cuisine.

The campaign includes entries in the Michelin Guide Thailand 2023, the 6th edition of the guide which, along with hundreds of locations in Bangkok, Chiang Mai, Phra Nakhon Si Ayutthaya, Phuket and Phangnga, now covers four additional provinces of Isan: Nakhon Ratchasima, Khon Kaen, Ubon Ratchathani and Udon Thani. To broaden the potential for food tourism and energize local food scenes in the Isan region, the Michelin Guide has added 33 entries in four major cities to the Bib Gourmand list.

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

Tourism Authority of Thailand

Popular restaurants like Madam Pahtehh 2515, Arunee Namnueng, Matcha Pha Suk, VT Namnueng, Krua Khun-Nid, Larb Nua and Peng Duck Noodle are some of the attractions in Udon Thani. Arunee Namnueng serves North Vietnamese-style specialties like crispy fried spring rolls and Vietnamese pizzas based on family recipes, while Madame Pahtehh 2515 is famous for its touch of modern Thai-Isan-Vietnamese cuisine.

According to Kenetixs Consulting on food tourism in Thailand and the Michelin Guide Thailand from 2017 to 2020, food expenditure by international visitors doubled to 842.4 million baht in 2019, while 4,800 new jobs in the food industry were created.

In Kenetixs Consulting’s most recent assessment of Food Tourism in Thailand and Michelin Guide Thailand 2022, many positive comments from overseas tourists who have had dining experiences at Michelin star restaurants were noted. For example, 98% of respondents said they would recommend people dine at a Michelin-rated restaurant and 94% said they would visit other Michelin restaurants across the country.

Tourism Authority of Thailand

the Michelin Experience campaign @ Isan Tourism Authority of Thailand

the Michelin Experience @ Isan campaign. Tourism Authority of Thailand