Thailand promotes culinary tourism in Jakarta - Get updated on what's happening in tourism!

Thailand is strengthening its tourism marketing in Indonesia with one of the country’s most recognizable assets: its cuisine. The Tourism Authority of Thailand (TAT) hosted the “Amazing Thailand: The Wholesome Taste of Thai Networking Event” on 5 September 2026 at YOUNG Restaurant in South Jakarta, bringing representatives from the travel industry, media and digital content sector together around a specially created Thai menu.

The event formed part of the Amazing Thailand Food Festival World Tour and was designed to turn interest in Thai food into greater demand for travel to the country. Airlines, online travel agencies, traditional travel agents, media representatives and influencers were among the priority groups invited.

Thai cuisine becomes a gateway to the destination

For TAT, gastronomy provides an opportunity to introduce potential visitors not only to individual dishes but also to the regions, ingredients and local cultures behind them.

Nithee Seeprae, TAT Deputy Governor for Marketing Communications, said the initiative provided a platform for transforming Thailand’s culinary identity into tangible travel demand. The Jakarta event was also intended to deepen cooperation with Indonesian partners and encourage both first-time and repeat visitors to connect Thai cuisine with destinations and experiences throughout the country.

The approach combines traditional travel distribution with media coverage and social networks. Cooperation with Indonesian food communities is intended to extend the reach of the campaign and create new opportunities for joint promotions.

A culinary journey from northern to southern Thailand

A specially curated set menu provided participants with a culinary tour of different parts of Thailand. Northern flavours were represented by beef sai oua, a sausage accompanied by crispy sticky rice and the green chilli dip nam phrik num.

Other dishes included yum som-o, a pomelo salad with shrimp and scallops, and the southern Thai rice salad khao yum with crispy shrimp, toasted coconut and fermented fish dressing.

The menu continued with spicy tom saab nuea made with A5 Wagyu beef, seafood pad ka prao, baked sea bass curry custard and massaman curry served with grilled Wagyu short rib. Rice pudding accompanied by jasmine toasted rice ice cream completed the menu.

Jakarta restaurant supports Thailand’s culinary promotion

The dishes were presented by YOUNG Restaurant and Chef Yohans, who have previously worked with TAT Jakarta on projects promoting Thailand through its food culture.

Located in a renovated colonial-era house, the restaurant specialises in modern interpretations of Thai cuisine, with particular emphasis on southern Thai dishes and grilled food.

YOUNG Restaurant had already participated on 5 August in the online “Kitchen Club by TGN – Songkhla Edition: The Bold Flavour”. The initiative brought together the Thailand Gastronomy Network, TAT, Hatyai University and Indonesian food networks to introduce southern Thai culinary culture to an international audience.

Food Festival World Tour targets international markets

The Jakarta event is part of a broader international campaign in which TAT adapts its culinary promotion to individual source markets.

Previous formats associated with the Amazing Thailand Food Festival World Tour have included presentations in London, Berlin, Amsterdam and Kuala Lumpur. Fukuoka hosted a consumer-oriented public festival.

Jakarta takes a different approach by concentrating on the travel trade, media and content creators. Through these multipliers, Thailand aims to convert Indonesia’s strong interest in Thai food into actual trips and encourage visitors to explore the destinations and regional cultures from which the country’s cuisine originates.

Image Credit: © AI generated illustration using material courtesy of TAT