Exploring the Thai Market: an inside look with Francesco Petruzzelli

Francesco Petruzzelli is a sales agent at Horexo Trading Co., Ltd, a company specializing in importing and distributing high-quality Italian gourmet products in Thailand. The company supplies restaurants, hotels, and private clients with Espresso Bolognese, a premium Italian coffee, as well as a carefully selected range of wines and food products, ensuring an efficient and punctual customer service.

In this interview, Petruzzelli provides insights into the Thai market trends in 2024, forecasts for 2025, and the key sectors driving growth and profitability in the industry.

Interview with Francesco Petruzzelli

How did the Thai market evolve in 2024?

In 2024, the Thai market showed significant recovery compared to previous years, with a notable increase in visitors. However, there was a decline in the average per capita spending compared to the past. As of 2025, tourism in Thailand is primarily budget oriented.

What are the forecasts for 2025?

As mentioned, forecasts for 2025 suggest a stabilization of tourism with a steady increase in visitors, although spending levels remain modest. However, in the medium to long run, the Thai market is expected to be highly promising thanks to the upcoming trade and political opening of United Asia, which will eliminate visas and customs, favoring the free market.

Which were the most interesting markets and why?

The most interesting markets in terms of growth were those related to the middle-low segment, mainly restaurants and hotels oriented towards an economic tourism. This sector has shown vitality and growth, as it directly responds to the increasing demand from mass tourism in Thailand. Products such as mid-range wines, pasta, and other Italian food items, valued for their good price-quality ratio, have been particularly successful.

Which markets are the most consolidated, and what type of products do they prefer?

The most consolidated markets are those of large international hotel chains and well-established restaurants in the main tourist cities. These continue to focus on long-standing imported products, primarily classic Italian wines such as Chianti and Prosecco, as well as traditional food items like pasta and extra virgin olive oil, which T have become essential in local cuisines that offer western dishes.

Which are the most profitable in terms of margins?

Despite the general trend toward budget-conscious spending, the products with the highest profit margins remain high-quality wines and premium Italian food specialties. These items still manage to position themselves well within the mid-to-high-end market segment.

What are the most gourmet products?

The most gourmet products are those primarily requested by high-end hotels and restaurants catering to a select international clientele interested in authentic and refined culinary experiences. This category includes prestigious wines such as Brunello di Montalcino, Amarone, and Barolo, as well as gourmet specialties like truffle, aged cheeses, DOP-certified cured meats, and traditional balsamic vinegar. These products are recognized for their prestige and their ability to elevate culinary offerings.

How much energy and promotion do you invest in this market? 

We are continuously investing energy and resources into promoting our products through networking with key players in the hospitality and restaurant industry. Our promotional strategy focuses both on strengthening our presence in established markets and seizing emerging opportunities related to the future commercial opening of United Asia. We consider this investment strategic, as Thailand has always been one of the most promising countries in Asia for tourism and quality of life, which are ideal conditions for the development of our business