Grab Thailand is advising food service operators to adapt their digital and commercial strategies to capture a highly lucrative demographic – tourists.
“We expect an 11 per cent growth in inbound tourists for 2026,” said Bhuree Ackarapolpanich, director of commercial for Grab Thailand, at a Thaifex HOREC Asia 2026 Academy session.
This influx presents a major revenue opportunity for the hospitality sector. Data from the platform indicates international visitors exhibit significantly higher purchasing power compared to domestic users.
“Tourists spend almost 1.7 times more than local consumers. These travellers generate a basket size 1.68 times larger than local customers, alongside a 25 per cent higher repeat purchase rate,” Bhuree noted.
User data shows high spending growth among European, the US, and Middle Eastern demographics. Within the capital, orders cluster densely around Sukhumvit, Asok, Pathum Wan, and Rama 9.
To attract this demographic across hot spots like Bangkok, Pattaya, Phuket, and Chiang Mai, operators must align menus with precise consumer demand.
For European, the US, Australian, Israeli, and Russian markets, comfort food is essential. These tourists seek safe choices structured as complete meal sets.
Grab data identifies fried chicken as the undisputed leader for Western markets, while Chinese travellers distinctly favour mala dishes and seafood with food presentation critical to facilitate photo-sharing on WeChat and Weibo. South Asian and Japanese tourists prefer the tastes of home, like curries or sushi. Middle Eastern tourists peak from June to August, prioritising burgers.
A distinct consumer group nicknamed the “SEAblings” encompasses travellers from Singapore, Malaysia, Indonesia, the Philippines, Vietnam, and Taiwan, who are highly open to diverse local cuisines.
Beverage sales represent another substantial upselling stream.
“Just like fried chicken, don’t sleep on coffee. Iced Americano remains top even for tourists,” Bhuree explained.
Reaching these consumers requires proper digital infrastructure, along with targeted digital advertising, which is critical to expanding market share.
“Return on ad spend on foreigners is at four times that of Thais,” Bhuree stated.
Success ultimately relies on accurate localisation and clear product details to convert profile views into confirmed orders.
“Prepare your content well and ensure that the English information is there,” Bhuree concluded.
