Published on
October 9, 2025
The Tourism Authority of Thailand (TAT) is ramping up its efforts to boost Thailand tourism by expanding its reach into Indonesia’s secondary cities. With a growing demand for travel from Indonesia, TAT has partnered with AirAsia to launch the new Surabaya–Bangkok flights, a significant step in strengthening the tourism link between the two countries. This new route will help Thailand attract more Indonesian tourists and broaden its appeal across a wider Indonesian audience.
A New Chapter for Travel Between Surabaya and Bangkok
Starting on October 2, 2025, TAT and AirAsia began offering direct flights between Surabaya and Bangkok, a move aimed at increasing Thailand tourism from Indonesia’s regional markets. This direct flight will operate four times a week, helping improve accessibility between the two countries and encouraging more travelers to explore Thailand. TAT has set a goal of attracting over 900,000 Indonesian visitors in 2025, and this new route is a key element in achieving that target.
- Flight Details:
- Schedule: Available on Tuesdays, Thursdays, Fridays, and Sundays
- Flight Times: Departs Surabaya at 1:30 PM, arrives in Bangkok at 5:50 PM
- Capacity: 180 seats per flight
This new Surabaya–Bangkok flight joins AirAsia’s existing network of AirAsia routes, which already connect cities like Jakarta, Medan, and Bali with Thailand. These routes carried more than 310,000 passengers in the first half of 2025 alone, underscoring the growing demand for travel between the two nations. With the introduction of this new service, TAT expects to welcome an additional 10,000 visitors to Thailand by the end of 2025.
TAT Expansion: Strengthening Ties Between Thailand and Indonesia
TAT’s expansion efforts are focused not only on increasing flight accessibility but also on boosting marketing initiatives that promote both popular and lesser-known destinations within Thailand. This collaboration with AirAsia is aimed at raising awareness of Thailand tourism among Indonesian tourists, including wellness travel and family-friendly destinations. TAT is targeting younger travelers and families, appealing to their desire for relaxing and unique experiences in Thailand.
- Key Indonesian Tour Operators Involved:
- Adinda Tour
- Lavensia Tour
- Felia Tour
These Indonesian tour operators are working with TAT to introduce new travel packages, which include visits to secondary cities in Thailand. TAT’s goal is to ensure that Indonesia’s travelers explore not only famous Thai cities like Bangkok and Phuket but also emerging destinations that offer rich cultural experiences away from the crowds.
Indonesian Tourists: Key Market for Thailand Tourism
The numbers show that Indonesia continues to be one of the strongest markets for Thailand tourism. As of early October 2025, over 615,000 Indonesian tourists had already visited Thailand, with many flocking to popular destinations like Bangkok, Songkhla, Chon Buri, and Phuket. Thai cuisine, historical landmarks, vibrant nightlife, and wellness experiences remain strong draws for Indonesian visitors.
TAT is confident that the new Surabaya–Bangkok flights will play a major role in increasing the number of visitors and help it meet its target of over 900,000 Indonesian tourists in 2025. This growth will significantly contribute to Thailand’s tourism revenue, with projections suggesting a total of THB 30 billion generated from Indonesian visitors by the end of the year.
Promoting Secondary Thai Destinations and Wellness Tourism
As part of its expansion strategy, TAT is focused on promoting secondary Thai destinations that often get overlooked in favor of major cities. These destinations offer a more relaxed, authentic travel experience that resonates with Indonesian tourists seeking something different from the usual tourist hotspots. Wellness tourism is another area that TAT is emphasizing, with an increasing number of Indonesian visitors interested in spa treatments, meditation retreats, and holistic health experiences.
- Targeting Younger and Family Travelers: TAT is tailoring its marketing to attract younger Indonesians and families, offering packages that combine cultural exploration with relaxation and wellness.
Future Plans for AirAsia Routes
Looking ahead, TAT is working closely with AirAsia to further strengthen the connection between Indonesia and Thailand. The AirAsia routes network continues to grow, and TAT sees potential in adding more flights or increasing frequency on existing routes to meet the growing demand for travel between the two countries. This will not only enhance accessibility but also increase opportunities for Indonesian tourists to visit Thailand in the coming years.
- Additional Route Plans: Discussions are underway to explore more direct routes between secondary cities in Indonesia and Thailand, making it even easier for Indonesian visitors to travel to Thailand.
Bandung: An Emerging Hub for Indonesia Tourism
TAT is also paying close attention to Bandung, an up-and-coming market for Indonesia tourism. This city, located near Jakarta, is home to over three million residents and has become a hub for fashion and innovation. TAT views Bandung as a key source of potential visitors who are eager to explore Thailand’s cultural and wellness offerings. By focusing on Bandung and similar cities, TAT hopes to build a deeper connection with Indonesian travelers who are looking for fresh experiences beyond the more traditional travel routes.
Bandung is also ideal for promoting wellness tourism, with many Indonesians interested in relaxing, health-focused travel. By tailoring travel packages to Bandung’s needs, TAT hopes to encourage more people from the area to visit Thailand, specifically for wellness experiences that are unique to the country.
Conclusion: Expanding Thailand’s Reach
The launch of the Surabaya–Bangkok flights is just one example of how TAT is pushing to expand its reach and grow Thailand tourism from Indonesia. By increasing accessibility through more flight routes, partnering with tour operators, and focusing on lesser-known destinations, TAT is ensuring that more Indonesian tourists will experience all that Thailand has to offer. With its focus on wellness tourism and unique travel experiences, TAT’s expansion efforts are laying the groundwork for a bright future for tourism between Thailand and Indonesia.
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