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Currently, the development of the tourist industry is varied and complex. Also, there is increasing competition and environmental issues. As a result, the food and tourist industry have to adjust to these changes, especially after the lockdowns. It is evident that tourism will change dramatically. In addition, food is like a gathering point between cultures. In new cultural trends, food is one of the important elements that can attract tourists, thus, gastronomic tourism was born.

Associate Professor Dr. Yuttana Pimon Siripol, Director of Food Innovation and Packaging Center, Chiang Mai University revealed that the Gastronomy Tourism: LANNA Gastronomy project, “Think Chiang Mai,” aims to restore the economy. The focus is to restore the economy and society affected by the lockdowns by focusing on the development of Chiang Mai as the new Lanna food cultural tourism, as it continues to grow and have a high potential. It is significant to present the identity and lifestyle of the Chiang Mai people to the world through food, to upgrade and develop the national economy and the food chain, to promote crop cultivation, and to increase knowledge of farmers. Local ingredients create standardized raw materials such as gurmur, sweet vegetables, etc. These plants have a unique flavor.

Livestock and fisheries are outstandingly developed through the raising of black-tailed chicken, good-natured chicken eggs and pigs. Nutritious and active substances are beneficial to health and fostering Molecular Agriculture in Chiang Mai aims to produce quality standardized raw materials that can be traceable and that can be commercialized. As a result, farmers generate a higher income and deliver valuable raw materials. It is processed using creative techniques and sorted into a food menus for display to the consumer.

By applying science, art and innovative techniques to integrate Lanna culinary culture with travels, telling stories through food remind people of Chiang Mai. Examples of food menus developed in the project are Lam Rice, Khao Soi In Suay, and Sparkling Aun-Chan (Butterfly Pea) Extract.

These menus contain qualified ingredients and are considered New LANNA Food, available in famous restaurants, popular Street Food, based on the Michelin Star chefs’ principles and food sanitation regulations.

Ultimately, the outcome is to broaden people’s awareness through digital marketing, such as through the Wonder Food Festival.

The New Lanna Thai food is well-known and promotes Chiang Mai Province to be known as the Destination of Gastronomy and Tourism. More tourists would be interested in the city, generating higher income, a positive impact on the economy, and boosting tourism and the restaurant businesses.