Thailand is intensifying its focus on emerging Indonesian cities by launching a direct Surabaya–Bangkok flight, aiming to improve regional connectivity, attract a broader range of travelers, and promote lesser-known destinations. By expanding air access beyond major hubs like Jakarta and Bali, Thailand seeks to tap into high-potential markets, encourage diverse travel experiences, and support sustainable tourism growth while catering to younger travelers, families, and wellness-focused tourists.
As part of this effort, the Tourism Authority of Thailand (TAT) has teamed up with Indonesia AirAsia to launch a direct Surabaya – Bangkok route. The service began on October 2, 2025, and operates four times weekly, with 180 seats per flight. Departing Juanda International Airport in Surabaya at 1:30 PM, flights arrive at Bangkok’s Don Mueang Airport at 5:50 PM, providing a convenient option for travelers seeking seamless access to Thailand. Operating on Tuesdays, Thursdays, Fridays, and Sundays, the new route complements AirAsia’s existing flights from Jakarta, Medan, and Bali, which collectively transported more than 310,000 passengers in the first half of 2025. The Surabaya connection is expected to bring roughly 10,000 additional visitors to Thailand in the final quarter of the year.
Beyond the flight itself, TAT is launching focused promotional initiatives to highlight Thailand’s diverse offerings. Campaigns target younger travelers, families, and wellness-focused tourists, emphasizing experiences that go beyond traditional tourist hotspots. Secondary destinations are featured alongside wellness retreats, cultural tours, beach getaways, and community-based tourism programs. By presenting alternatives to the usual attractions, Thailand aims to encourage Indonesian travelers to discover the country’s hidden gems, creating a richer and more varied travel experience.
TAT has also been actively engaging with travel companies in key regional cities, particularly Bandung. Known as a hub for fashion, technology, and culture, Bandung has a population of approximately three million and represents a high-potential market for Thailand’s tourism growth. Networking sessions with travel operators in the city have focused on sharing market insights, exploring collaboration opportunities, and promoting lesser-known Thai destinations. This targeted approach allows Thailand to reach new segments of travelers and strengthen relationships with local tourism stakeholders in Indonesia.
Indonesian tourists continue to favor Thailand as a top travel destination. From January to early October 2025, around 615,000 Indonesians visited Thailand, exploring popular destinations such as Bangkok, Chon Buri, Songkhla, and Phuket. Visitors engaged in a variety of activities, including tasting Thai cuisine, visiting cultural and historical landmarks, enjoying vibrant nightlife, participating in wellness programs, and experiencing community-based tourism initiatives that offer authentic local interactions.
With the combination of expanded air connectivity, targeted marketing, and outreach to secondary markets, Thailand is well positioned to exceed its 2025 goal of welcoming 900,000 Indonesian visitors. The anticipated growth is expected to generate over 30 billion THB in tourism revenue by the end of the year, demonstrating the continued significance of the Indonesian market for Thailand’s economy.
Thailand’s approach also emphasizes sustainable tourism and balanced regional development. By linking secondary cities in Indonesia to Bangkok, the country facilitates easier access while encouraging visitors to explore less crowded destinations. This strategy helps distribute tourist arrivals more evenly across provinces, promoting local economies and creating opportunities for community-based development.
Through strategic airline partnerships, promotional campaigns, and engagement with emerging Indonesian markets, Thailand is reinforcing its position as a preferred travel destination. The focus on secondary cities, wellness travel, and cultural exploration reflects a forward-thinking approach to tourism, catering to evolving traveler preferences while supporting long-term growth.
These initiatives highlight Thailand’s commitment to providing a variety of travel experiences for Indonesian visitors. By expanding its presence in emerging cities and promoting lesser-known destinations, Thailand is not only boosting tourist arrivals but also ensuring that its tourism industry continues to thrive sustainably. With these efforts, Thailand is set to maintain its role as a top destination for Indonesian travelers while offering diverse, authentic, and enriching travel experiences across the country.
