The Tourism Authority of Thailand launched the Amazing Food Festival 2024, a series of events aimed at highlighting the diversity of Thai food culture. 

The events will bolster Thailand’s efforts to become a premier gastronomy tourism destination. 

Event schedule

The first event in the series took place last weekend in Phuket. 

The upcoming events are scheduled for Chiang Mai between July 20 and 22 at Central Festival Chiang Mai. 

Following this, there will be another event in Prachuap Khiri Khan, a town in western Thailand near the border of Myanmar, running from August 10 to 12 at Hua Don Beach. 

The Phuket event, themed Good Food Good Vibes, featured an array of gastronomic experiences that showcased the unique food culture of the region. The festival was officially opened by Vice Minister of Tourism & Sports Phonpoom Vipattipumiprates;  Sophon Suwanrat, the governor of Phuket Province; and Thapanee Kiatphaibool, the TAT governor. 

Ignite Tourism

“The Amazing Food Festival 2024 is expected to attract 50,000 visitors and generate THB35 million, or just under USD1 million, in revenue at each location, contributing approximately THB100 million to the Thai economy,” Kiatphaibool said. 

Key stakeholders, including provincial governors and tourism authorities, are tasked with implementing these measures to stimulate economic growth. 

Kiatphaibool emphasized the event’s alignment with the government’s Ignite Tourism Thailand vision. 

“The event reflects the government’s vision to establish Thailand as a tourism hub, focusing on ‘Must Eat’ activities that offer tourists delightful ways to explore Thailand,” she said. 

Prime Minister Srettha Thavisin launched earlier this month the Ignite Thailand vision. This is aimed at transforming Thailand into a leading tourism hub.

The initiative focuses on enhancing infrastructure and tourism offerings in 55 second-tier tourist provinces. The strategy emphasizes developing attractions, improving accommodation and transportation, and promoting local culture and cuisine. 

Amazing Food Festival 2024

Turning back to the Amazing Food Festival 2024, the festival offers visitors the chance to savor local signature dishes and specialty menus from Michelin-awarded restaurants, famous eateries, and street food vendors. 

Cooking demonstrations are being conducted by prominent chefs such as Stars Chef Thailand Winner Chef Big Phuripat Jaiweerattanakul; Head of Cold Kitchen Hilton Bangkok Grand Asoke; Chef Kao Vayo Nisatchanakan; and other notable chefs from local communities. 

The events also feature music performances by popular Thai artists, including Chart Suchart, Getsanova, Earth Patravee, Off Pongsak, Tangmo The Voice, and Zani Nipaporn.  

Each event location will host activities, including booths selling art and craft products and a Thailand Tourism Awards booth showcasing award-winning sustainable businesses. 

Visitors can register for a one-day trip through the Amazing Food Festival 2024 Facebook page to explore local communities and their role in supplying locally sourced ingredients to city restaurants and shops.