JAKARTA — Thailand is using its world-famous cuisine to attract more Indonesian travellers, with the Tourism Authority of Thailand hosting a networking event in Jakarta that brought together tourism businesses, media and digital creators.
The Amazing Thailand: The Wholesome Taste of Thai Networking Event was held on Sept 5 at YOUNG Restaurant in South Jakarta’s Kebayoran area.
The event was part of Thailand’s broader effort to turn interest in Thai food into travel demand by encouraging Indonesians to explore the country’s regional cuisines, local ingredients and wider tourism experiences.
Food takes centre stage in Thailand’s tourism push
The Tourism Authority of Thailand, or TAT, brought together representatives from airlines, online travel agencies, travel companies, media organisations and social media influencers.
The aim was to strengthen partnerships and promote Thailand as a destination where visitors can experience food alongside culture, local lifestyles and travel.
Nithee Seeprae, TAT’s deputy governor for marketing communications, said the initiative was designed to transform Thailand’s culinary identity into greater interest in travelling to the country.
The Jakarta event focused on both first-time and returning visitors, encouraging them to look beyond familiar Thai dishes and discover food from different regions of Thailand.
A menu featuring flavours from across Thailand
A specially prepared Thai menu was one of the main highlights of the event.
The dishes represented different parts of Thailand and included Northern-style sai oua sausage served with crispy sticky rice and nam phrik num, a green chilli dip.
Guests also sampled yum som-o, a pomelo salad with shrimp and scallops, as well as khao yum, a Southern Thai rice salad served with crispy shrimp, toasted coconut and budu dressing.
Other dishes included:
- Tom saab nuea, a spicy beef soup
- Pad ka prao talay, stir-fried seafood with holy basil
- Hor mok pla ob, baked sea bass in curry custard
- Gaeng massaman, Massaman curry with grilled wagyu short rib
- Rice pudding with jasmine toasted rice ice cream
The menu was prepared by YOUNG Restaurant and Chef Yohans, who have previously worked with TAT Jakarta on projects promoting Thai cuisine and tourism.
Indonesia remains an important tourism market
The Jakarta event comes as Thailand continues targeting growth from Indonesia, one of Southeast Asia’s largest travel markets.
According to recent reporting, Thailand welcomed 376,337 Indonesian visitors between January and July 2026, while TAT is targeting around 890,000 Indonesian visitors for the full year.
The tourism agency has also been working with airlines and digital travel platforms to improve connections and strengthen Thailand’s visibility among Indonesian travellers.
Part of a wider global food campaign
The Jakarta event forms part of TAT’s broader Amazing Thailand Food Festival World Tour.
The Wholesome Taste of Thai campaign has already been presented in several international markets, including London, Berlin, Amsterdam, Kuala Lumpur and Fukuoka.
While some previous events focused on public festivals and cultural showcases, the Jakarta programme placed greater emphasis on connecting tourism businesses, media and content creators.
The strategy is aimed at turning interest in Thai cuisine into actual trips to Thailand.
More than just Thai food
Thailand’s tourism officials are increasingly promoting food as a gateway to other travel experiences.
The idea is that a visitor attracted by Thai cuisine could also be encouraged to explore:
- Local communities
- Regional culture
- Traditional markets
- Wellness experiences
- Beaches and nature
- Historic destinations
- Local lifestyles
By highlighting dishes from Northern and Southern Thailand alongside more familiar flavours, TAT is trying to show that Thai food can offer travellers a reason to explore beyond the country’s best-known destinations.
The bottom line
Thailand is turning to food as a powerful tourism tool in its campaign to attract more Indonesian travellers.
The Jakarta networking event brought together tourism companies, airlines, media and influencers while showcasing dishes from across Thailand.
As TAT works toward its 2026 visitor target for Indonesia, the strategy is clear:
Let travellers discover Thailand through its food — then encourage them to experience the country for themselves.
WWC ONE MEDIA J.M.D
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