PATTAYA, Thailand– On July 20th, 2026, Mr. Naphinthon Srisarangphang, Minister attached to the Prime Minister’s Office, officially opened the Thailand Food Therapy Festival at the Rattanakosin Meeting Room of the Eastern Grand Palace Hotel in Pattaya.
Following the opening ceremony, a hands-on training workshop was held to strengthen the capabilities of restaurant operators and health tourism entrepreneurs. Participants from pilot areas attended in large numbers.
The project aligns with government policy and is supported by the Office of Small and Medium Enterprises Promotion (OSMEP), along with Suan Dusit University and network partners.
This session marked the third and final training under the project, following previous events in Bangkok and Chiang Mai. It seeks to equip food and health tourism operators from the three pilot provinces with comprehensive knowledge across three key areas: business and marketing planning, the application of artificial intelligence (AI) in business operations, and hygiene standards along with food safety protocols. Emphasis was placed on practical learning that participants can immediately apply to enhance their potential, increase revenue, expand markets, and build greater confidence among consumers and tourists.
In the morning session, Dr. Kittichoke Nithisathian delivered a lecture on “Business Planning Principles.” He shared systematic approaches to building a strong business foundation, covering business potential analysis, goal setting, cost management, strategy development, and adaptation to digital-era competition to ensure long-term sustainability.
The afternoon program features a session on “Marketing and AI Tools for Business Operations,” which introduced practical ways to leverage AI for improved management, online marketing, and content creation tailored to modern consumer behavior. The day concludes with the topic “Turning One-Time Customers into Loyal Patrons through Personal Branding,” focusing on brand building, identity creation, and customer retention strategies to support long-term business growth.
Upon completion of the training, the project will proceed with roadshow activities in key economic areas. These events will provide operators with opportunities to showcase their products and services directly to the market, raise awareness, and generate new business prospects.
Additionally, the project has developed the “Thai Street Gold Star” mobile application as a digital platform to connect food operators, restaurants, tourists, and consumers. The app facilitates easy discovery of upgraded, standards-compliant establishments and serves as a key mechanism to ensure the project’s sustainable impact. Organizers expect the model to be expanded nationwide to all 77 provinces in the future.
