The Tourism Authority of Thailand (TAT), Thailand Gastronomy Network and HUG – Hatyai University Gastronomy Lab will launch a new campaign to position Songkhla as a gastronomy destination through an international livestream on August 5.
The livestream, titled World Kitchen of Spices: Thailand × Indonesia, will bring together chefs, educators, tourism professionals, students and food enthusiasts from Thailand, Indonesia, Hong Kong and other markets. Participants can either cook along or join a watch-and-learn session.
The event will also mark the launch of The Bold Flavor | Tam Rot Songkhla, a destination campaign promoting the province through its ingredients, culinary traditions, communities and food culture.
The session will compare Southern Thai curry pastes with Indonesia’s rempah and sambal traditions, exploring the cultural influences that have shaped both cuisines.
The initiative supports Songkhla’s tourism economy, which generated 50.66 billion baht (US$1.5 billion) from almost seven million visitor trips in 2025. During 1H2026, the province welcomed 3.84 million visitors, generating 27.51 billion baht in tourism revenue, with international visitors accounting for more than half of all arrivals.
The campaign also highlights a network of 47 local gastronomy experience designers, including chefs, farmers, producers, cafés and community enterprises. HUG plans to develop 10 to 15 signature food experiences aimed at strengthening Songkhla’s tourism offering and increasing visitor spending in local communities.
Vita Datau, president, Indonesia Gastronomy Network, said: “Thailand and Indonesia share centuries of culinary exchange through spices, trade and culture. The World Kitchen of Spices opens a new platform for cultural diplomacy, learning and collaboration that celebrates our shared heritage while respecting our unique identities.”
Jutamas Wisansing, founder and president, Thailand Gastronomy Network, and strategic lead, HUG – Hatyai University Gastronomy Lab, added: “HUG is more than a laboratory; it is a living platform where research meets communities, creativity meets culture, and local knowledge becomes meaningful visitor experiences.”
Interested participants can find registration details through the Thailand Gastronomy Network website.
