Chef Ton Highlights Struggles
Thailand’s restaurant sector is grappling with a severe downturn in 2025, driven by a sluggish economy and declining tourism, as reported on June 13, 2025. Renowned chef Thitid Tassanakajohn, known as Chef Ton, owner of Michelin-starred Le Du, described the widespread impact affecting all dining segments, from street food stalls to upscale establishments.
Decline in Chinese Tourists
Key Spenders Missing
A sharp drop in Chinese tourists, significant spenders in Thailand’s dining scene, has hit restaurants hard. Areas like the Grand Palace, once teeming with visitors, now see fewer foreign faces. Chef Ton noted that while European, American, and Israeli tourists have increased, their numbers cannot compensate for the high-volume Chinese market’s absence.
Broad Impact Across Dining Sectors
From Street Food to Fine Dining
The tourism slump affects every type of eatery, including Chef Ton’s Nusara, ranked sixth on Asia’s 50 Best Restaurants 2025, and nearby street vendors. The decline in foreign visitors has reduced foot traffic, impacting sales for both casual and high-end dining. This widespread effect underscores the restaurant industry’s reliance on diverse tourist spending.
Economic Pressures Tighten Budgets
Corporate and Individual Cutbacks
Thailand’s economic slowdown has led diners and businesses to curb spending. Corporate year-end dining, a vital revenue source for fine dining, fell last year, with tourist spending partially offsetting losses. However, 2025’s combined economic and tourism woes have driven some to cook at home or opt for cheaper casual restaurants, further straining the sector.
Significant Sales Drop Reported
Rainy Season Looms Large
Chef Ton’s restaurant group, operating 25 branches across 20 brands, saw a 50% year-on-year sales decline in May 2025. He anticipates July to September, the rainy season, as the toughest period due to typically low tourist numbers. This year’s downturn began earlier than expected, impacting the economy as early as May, raising concerns for the industry’s recovery.
Call for Government Support
Stimulus Measures Urged
Chef Ton urged authorities to implement long-term strategies to revive tourism and support restaurants, which employ many workers. He praised past initiatives like the “Khon La Khrueng” co-payment subsidy for boosting consumer and business activity. Tax deductions for restaurant spending could further aid recovery, helping eateries avoid losses in a challenging year.
Hope for Year-End Recovery
Industry Eyes Rebound
Despite current struggles, Chef Ton remains hopeful for a year-end recovery as the high season approaches. His group, employing around 300 staff, aims to break even in 2025, viewing it as a significant achievement. Strategic government interventions and a potential tourism rebound could stabilize Thailand’s restaurant sector, restoring vibrancy to its dining landscape.
