Food is more than nourishment, it offers pleasure and entertainment and serves a social purpose. Alan Richman, the Dean of Food Journalism with the French Culinary Institute spoke of the increased interest in food, “there’s never been more interest in food. There’s never been more people who wanted to get involved in food. And there’s never been more celebrity and glamour in food”. Over the last decade, food has become a more important part of international travel. “Food is an important tourist attraction and enhances or is central to the visitor experience”. The World Travel Association estimates that food tourism generates over $150BN industry, annually.
Thailand is becoming one of the top tourist destinations in the world. Several decades of sustained economic growth and political stability have made it one of the most buoyant and wealthy countries in the region. The World Tourism Organization reported that Thailand tourist arrivals had grown at a rate double the world average between 1995 and 2002 (WTO, 2002). In 2002 the WTO ranked Thailand in the World’s Top Fifteen Destinations. The tourism industry has become a major economic contributor to its economy and in 2002 Thailand’s earned US$6.8 billion from international tourism receipts (WTO 2003). Additionally, the tourist receipts have doubled in just one decade from 10 million to 20 million. Therefore, it is crucial to continue to promote and strengthen Thailand’s image as a travel destination.