THAILAND – K-pop superstar Lisa Manobal of Blackpink was officially appointed as an “Amazing Thailand Ambassador” in a move by the Tourism Authority of Thailand (TAT) to raise the country’s profile and attract visitors from around the world.
Appointment and aims
The TAT announced the partnership in a formal press release, with Governor Thapanee Kiatphaibool personally presenting Lisa as the new tourism ambassador. Thapanee said the authority was determined to position Thailand “as a quality and safe destination for both domestic and international travellers.” The campaign will promote Thailand as a “Quality Leisure Destination” and seeks to restore confidence among tourists after recent industry setbacks.
Global reach and campaign focus
Lisa, a member of the globally successful band Blackpink, was chosen for her vast international following. TAT said the singer would showcase Thailand’s beauty, cultural diversity and attractions from a fresh perspective, helping to highlight the “enduring value of Thai culture” to audiences at home and abroad. The authority expects her visibility to spark renewed interest in travel to the country.
National pride and personal story
The appointment was also framed as a point of national pride. Lisa was born in the northeastern province of Buri Ram and launched her career in South Korea before rising to global stardom. TAT officials said her personal story — from provincial Thailand to an international stage — reflected the country as “a land of possibilities and dreams,” a narrative they plan to weave into promotional activities.
Economic hopes and timing
Officials stressed the timing of the appointment, noting Thailand’s aim to recover visitor numbers following the pandemic-related downturn in tourism. With Lisa as a high-profile advocate, TAT expects not only heightened interest in visiting but also a boost to the image of Thai hospitality and the tourism sector more broadly.
Public reaction
Reaction on social media was immediate, particularly among Lisa’s fans, known as BLINKs, many of whom said the announcement made them keen to visit her homeland. TAT recorded enthusiastic responses online and framed the early engagement as an encouraging sign that the campaign could reach significant audiences quickly.
What this means for Thailand
TAT plans to capitalise on Lisa’s charisma to communicate key themes such as warmth, hospitality and unforgettable experiences for visitors. The authority believes that combining a celebrity-led promotional push with messaging about safety and quality will strengthen Thailand’s appeal as a destination for leisure travellers.
The announcement was reported by The Pattaya News and issued through the Tourism Authority of Thailand’s channels. As the campaign develops, officials will seek to translate Lisa’s global influence into measurable gains for Thailand’s tourism sector.