Tourism is helping to boost familiarity and demand for Thai fruits in high-end retail and hospitality
The Thai fresh produce industry has worked to elevate its product in the Middle East as consumers become more acquainted with the country’s tropical offerings.
According to a report from The Nation, the Thai Ministry of Agriculture and Cooperatives led a delegation of producers to Gulfood 2026. The mission focused on the theme “Thai Quality, Thai Taste”, and secured significant export deals.
The United Arab Emirates has emerged as a high-potential trade gateway for Thailand, with demand for fruits such as mango, durian and mangosteen fuelling premium prices.
Vinaroj Supsongsuk, permanent secretary for the Ministry of Agriculture and Cooperatives, noted that the mission aligned with the government’s BCG (Bio-Circular-Green) Economy Model.
“Our participation in Gulfood 2026 is a strategic move to penetrate markets with high purchasing power, including the Middle East, Africa, and Europe,” Vinaroj said. “Thai fruits are no longer viewed merely as commodities; they are premium products that global consumers trust for their unique identity and excellence.”
Panitan Mechaiyo, director of the Marketing Organisation for Farmers (MOF), said there were opportunities for Thai produce at the top end of the market.
“We are seeing incredible demand from premium retail chains and high-end restaurant groups,” Panitan said. “The response to our fresh and dried selections – including rambutan, longan, and jackfruit – has exceeded expectations, particularly among younger consumers and those who have previously travelled to Thailand.”
