Parma model studied to develop Phetchaburi food city
Phetchaburi officials are studying the Parma Model as part of efforts to develop the province as a creative food city, drawing lessons from the Italian city of Parma, which is internationally recognised for its gastronomy.
On 5 March 2026, Ms Wanpen Mangmee, Deputy Governor of Phetchaburi, led a delegation of executives from the Thailand Convention and Exhibition Bureau (TCEB) and representatives from the UNESCO Creative Cities Network (UCCN) on a study visit to Parma, Italy. The visit focused on how the city has developed its identity as a UNESCO Creative City of Gastronomy and how similar approaches could be adapted for Phetchaburi.
During the visit, the delegation met Marco Bosi, Deputy Mayor responsible for UNESCO projects in Parma. Officials discussed the role of local government in setting policies and supporting initiatives that promote gastronomy as a key element of a city’s identity and economic development.
Cooperation between public and private sectors
The delegation also held discussions with Claudio Franchini, Director of ASCOM Parma, the city’s food and tourism trade association. ASCOM supports local food businesses and tourism operators while helping connect entrepreneurs across the sector.
Officials said this kind of organisation plays an important role in the Parma Model, bringing together government agencies, businesses and local communities to promote regional cuisine and strengthen the city’s culinary reputation.
The group also met Massimo Spigaroli, President of the Parma UNESCO Creative City of Gastronomy Foundation. Discussions focused on how food festivals, culinary events and cooperation between different sectors can help promote a city’s identity through gastronomy.
The meeting took place at Laboratorio Aperto Parma, a creative hub that supports innovation and collaboration across sectors.
Officials said the study visit would provide ideas that could help guide Phetchaburi’s development as a creative food destination. The province is already known for its long culinary traditions and distinctive local dishes.
By applying elements of the Parma Model, authorities hope to strengthen collaboration between government, businesses and communities while promoting culinary tourism.
The MICE industry — meetings, incentives, conferences and exhibitions — is also expected to play an important role, supporting food festivals, conferences and other events that highlight local cuisine while strengthening the province’s creative economy.
