#Croissants

A growing trend called bakery tourism is turning flaky pastries into powerful travel experiences. Rather than chasing Michelin stars, pastry lovers pursue the perfect croissant and share their finds online, turning small bakeries into must-visit destinations. This global wave is reshaping how people think about food travel and offers timely insights for Thailand, where café culture is thriving and social media shapes travel choices.

Bakery tourism sits within culinary travel, where enthusiasts seek authentic bakery experiences plus a sense of place. In a BBC feature, UK fans describe trading pubs for pastry meetups, driving cross-country to discover rare bakes, and planning trips around famed bakeries. The phenomenon is broad: in the UK, almost one in five small bakeries has opened since 2020, underscoring a surge in artisanal baking. Social media amplifies this movement, with Instagram and TikTok turning visually striking pastries into shareable experiences and drawing foot traffic to regional shops. In Thailand, the bakery scene is expanding rapidly as croissants become a local icon, with guided lists and reviews highlighting top spots.

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.