A new wave of “bakery tourism” is sweeping across the world as travelers transform flaky pastries and artisan breads into sought-after cultural experiences. This movement isn’t fueled by Michelin stars, but by the lure of the perfect croissant. According to recent reporting by the BBC, bakery enthusiasts—or “pastry pilgrims”—now travel long distances, both locally and internationally, to sample artisanal baked goods, share the experience online, and support local bakeries. The trend’s surging popularity raises intriguing questions for Thailand, where café and bakery culture is blossoming and social media is reshaping how Thais think about travel and food.
Bakery tourism, a branch of culinary or food tourism, sees aficionados seeking not just meals, but specific bakery experiences. In the BBC report, British pastry fanatics describe skipping the pub for pastry meetups, driving cross-country for rare bakes, and planning vacations around renowned bakeries. So far-reaching is this obsession that, across the UK, nearly one in five small bakeries has opened since 2020, according to research shared by the Open University. Social media is central, as platforms like Instagram and TikTok inspire would-be travelers with viral pastry posts and “must-try” lists—driving foot traffic and placing regional bakeries on the world map (bbc.com).
The significance of this trend for Thai readers is unmistakable. Thailand’s urban centers, especially Bangkok, have seen a paradigm shift in consumer food habits, with artisanal bakeries mushrooming and the croissant emerging as an unexpected food icon. The Thai bakery market is forecast to reach a value of 40 billion baht in 2024, according to industry commentators (Nation Thailand). Bakeries such as Kenn’s Coffee & Croissant, Amantee, and La Cabra now attract daily queues of locals and tourists alike. Review platforms are filled with travelers marking “best croissant” spots as essential stops, and travel and food magazines have published curated guides to Bangkok’s leading croissants (Lifestyle Asia; Travel + Leisure Asia).
What is prompting Thais and international visitors to travel for baked goods rather than conventional sightseeing? Industry experts point to several drivers. First, there’s the “lipstick effect”—during economic downturns, consumers tend to reward themselves with small, affordable luxuries such as a premium croissant, as explained by food and travel writers in the BBC article. In parallel, the rise of social media platforms has created a landscape in which shareable experiences, especially visually striking pastries, become status symbols and digital trophies. “People are more inclined to maybe shell out £4.50 for a pain au chocolat if it’s something special, because it’s that little treat,” notes a UK-based food tourism expert (bbc.com). In Thailand, cafés and bakeries capitalize on this by offering both classic bakes and inventive, photo-ready creations—such as croissants with yuzu or crème brûlée fillings.
Supporting this trend is the broader growth in Thailand’s bakery market. Market research from Euromonitor shows that baked goods and sweet pastries have registered steady year-on-year growth, with bread products alone accounting for over 7,400 metric tons sold monthly as of late 2024 (Statista). Thai bakery supply chains have invested in industrial automation and sustainability, while premium bakeries market imports like French Echire butter and natural fermentation processes (Nation Thailand). These supply-side changes are paired with urban consumer demand for high-quality, artisanal goods that offer a vicarious taste of Europe within a Thai context.
A visit to Bangkok today reveals bakeries intentionally designed to cater to both local palates and international expectations. At Amantee, patrons enjoy croissants made from imported French flour in a gallery-café space blending Asian and European elements (Travel + Leisure Asia). At La Cabra, established by a Danish baker, the focus is on Scandinavian simplicity and light, caramelized croissants. Meanwhile, Tiengna Viennoiserie offers both the classic buttery croissant and modern twists, like yuzu croissants, highlighting the Thai fondness for creative fusion. The success of these establishments is reflected in high online ratings, crowded tables, and frequent mentions across local food forums and blogs (Lifestyle Asia).
But it’s not only Bangkok. “Bakery tourism” is beginning to reshape the approach to regional travel as well. Just as the BBC story documented Welsh bakery pilgrimages, Thais are increasingly venturing to Chiang Mai or Phuket for their own bakery-hopping quests. Passionate bakery tourists might hunt down French-style viennoiserie or Japanese-influenced croissants in lesser-known neighborhoods, then share their finds with followers online—contributing to the “destination bakery” phenomenon. As in the UK, the Thai market is seeing a spike in small, independent bakeries opening since 2020, riding the wave of a food-obsessed, well-traveled middle class (6WResearch).
Thai bakers and café operators are acutely aware of this new breed of tourist. A leading Bangkok-based croissanterie recently reported that their busiest days correspond with the release of “limited edition” croissants or when the shop trends on TikTok. According to interviews with bakery owners in both the UK and Thailand, international travelers have begun to visit bakeries armed with pictures from social media, requesting exact matches for viral pastries. One Bangkok baker explained that “the customer will have seen this croissant on Instagram, and they’ll travel from the other side of the city just for that one pastry.” The overlap between bakery tourism and social media “food hunts” is clear—and increasingly lucrative.
However, the rise of bakery tourism is not without its trade-offs. Small bakeries often face high costs—especially as global butter prices surge and wages for skilled bakers increase. The BBC report notes that, while customers may pay a premium for unique pastries, bakery profit margins remain slim due to these overheads. Thai bakeries face similar pressures, needing to balance artisanal quality with commercial sustainability. Industry leaders point out that convenience chains and supermarket bakeries, while driving up bread volume, cannot compete with the hand-crafted touch that defines bakery tourism destinations (Euromonitor). Some experts warn of “gastro-inflation,” where social trends inflate prices and risk sidelining traditional local bakeries.
Historically, bread has not been a central feature of Thai cuisine, unlike Europe’s baguette or croissant traditions. But the past two decades have transformed the urban culinary landscape. Western-style breads and pastries are increasingly woven into everyday Thai routines, especially breakfast or afternoon snacks. This transition is partly cultural—fuelled by tourism, international education, and social media exposure to global food trends. Bangkok, Phuket, and Chiang Mai have emerged as leading café cities, where Thais and foreign visitors alike now regard a morning croissant as a symbol of cosmopolitan living.
Looking forward, experts expect bakery tourism in Thailand to grow in several directions. Firstly, there is likely to be geographic expansion: as regional cities upgrade their café scenes, bakery tourism could become a standard fixture not only in Bangkok but in destinations like Chiang Rai or Hua Hin. Secondly, bakeries may introduce more imaginative fusions—think pandan croissants or durian cream puffs—tailoring international formats to local tastes. Thirdly, packaged “bakery trails” may become a formal part of the travel ecosystem, driven by travel bloggers and food influencers who curate must-visit pastry itineraries.
For Thais who wish to partake in bakery tourism or simply deepen their appreciation of this culinary niche, a few practical steps stand out. First, diversify your bakery visits: Explore beyond your nearest mall or coffee chain. Seek out independent bakeries in emerging neighborhoods, supporting the local skills and creativity that underpin this trend. Second, use social media judiciously—share your recommendations to boost deserving small businesses, but remain mindful of prices and sustainability. Third, remember that bakery tourism is about more than just Instagram-perfect photos. It’s a chance to slow down, savor craftsmanship, and experience a slice of the world’s food heritage—one croissant at a time.
As bakery tourism takes root in Thailand, it transforms humble pastries into passports for wider cultural discovery. Croissants, sourdoughs, and sweet rolls are no longer just baked goods; they’re essential stops on a journey blending taste, tradition, and travel. For Thai food lovers and travelers, this trend promises not only delicious destinations, but a glimpse into how our cities are changing—one flaky bite at a time.