The Tourism Authority of Thailand (TAT) is focusing on promoting sustainability in the country’s culinary and hospitality sectors, with the help of Michelin-starred chefs. As part of the upcoming seventh edition of The Michelin Guide Thailand, a Chef’s Talk event was held in Ko Samui on 2-3 May. The event was organised to raise awareness of distinctive local flavours and culinary traditions on Ko Samui and Surat Thani, areas recognised for their wide variety of natural wonders and cultural heritage. Chef Chumpol Jangprai of R-Haan and Chef Rick Dingen of Jampa shared best practices on placing sustainability on the menu, including restaurant management guidelines, restaurant standards for food and service, and the latest restaurant trends. The 2024 edition of The Michelin Guide Thailand will cover Bangkok, Phuket, Phang-nga, Chiang Mai, Ayutthaya, Isan, and Koh Samui and Surat Thani mainland. Research by Kenetixs Consulting showed that The Michelin Guide Thailand 2022 resulted in a BHT223.34m ($7.01m) increase in food spending by foreign tourists from January to December 2022. Previous research by Kenetixs Consulting and Ernst & Young found that The Michelin Guide Thailand from 2017 to 2020 added an economic value of approximately BHT842.4m, created 4,800 jobs in the food-related sector, and attracted more foreign chefs to come and work and invest in fine dining in Thailand.