BANGKOK, THAILAND – Thailand’s state tourism agency planned to rely again on global star Lalisa “LISA” Manobal in 2026 to reposition the country with a major new international campaign.
Superstar at the center of new 2026 push
The Tourism Authority of Thailand (TAT) said it was preparing a fresh campaign with Thailand-born rapper, singer, dancer and actress Lalisa “LISA” Manobal as its central figure. A first teaser featuring the Amazing Thailand ambassador was scheduled for early January 2026, designed to trigger the next wave of the widely discussed “LISA effect”.
TAT Governor Thapanee Kiatphaibool underlined the artist’s strategic importance for the agency.
“LISA’s influence and creativity will play a decisive role in presenting Thailand in a new light, highlighting iconic attractions as well as hidden gems, while at the same time strengthening pride among Thais and confidence among visitors,”
said Thapanee Kiatphaibool, TAT governor. She said this approach aligned with efforts to cement the country’s position as a leading travel destination.
Nationwide enthusiasm since ambassador appointment
Since LISA was appointed Amazing Thailand ambassador in October 2025, the campaign had already sparked nationwide excitement and strong public participation, according to the agency. On social media, users shared destinations they wanted to see included in the star’s future trips, reflecting a broad desire to showcase the country.
The TAT said it had incorporated this feedback into its creative direction. Planned itineraries were expected to spotlight cultural diversity, landscapes and everyday life, combining well-known highlights with lesser-visited regions.
How the “LISA effect” reshaped destinations
The term “LISA effect” first drew wide attention in 2021, when landmarks in Buri Ram province, including Prasat Hin Phanom Rung, appeared in the “LALISA” music video. Visitor numbers to the historic site subsequently doubled, and local cafés, street food stalls and especially meatball vendors benefited from fans following in the singer’s footsteps.
The pattern continued in 2024 with the “Rockstar” video, filmed in Bangkok. Locations such as Yaowarat (Chinatown) and the disused Oscar Theater on Phetchaburi 39 became overnight travel hotspots, after the video reached 10 million views within six hours and Google searches for “Yaowarat” surged. Bangkok’s Chinatown was then dubbed the “Hollywood of Thailand”.
Islands and temple cities see tourism surge
In 2025, the effect was also visible at coastal destinations. Appearances by LISA on Ko Samui in Surat Thani province and on Ko He near Phuket contributed to rising arrival numbers, with Ko Samui recording a 51 percent increase in visitor arrivals in the second quarter of 2025.
Another boost came from her visit to Ayutthaya, where she wore modern Thai clothing at historic temples including Wat Mahathat, Wat Mae Nang Pleum and Wat Na Phramen. This helped set a trend for wearing traditional Thai fabrics during temple visits, supporting local craft businesses and community-based tourism in the region.
TAT aims to elevate image in next campaign wave
For 2026, the TAT said it wanted to link the country’s culture, creativity and nature even more closely through the new campaign. LISA’s upcoming journeys were expected to sharpen Thailand’s profile as a world-class destination and carry the core of the “Amazing Thailand” brand.
The agency anticipated that the “LISA effect” would again help bring visibility to destinations across the country in the coming season, from famous hotspots to lesser-known places still unfamiliar to many international visitors.
Open questions over star power and long-term impact
The campaign’s framing raised broader questions about celebrity-driven tourism promotion. LISA symbolized global reach, a modern identity and cultural pride for Thailand.
At the same time, the debate in the country revolved around whether star power alone would be enough to win back travelers in a lasting way, or whether more than emotion and social media attention would be needed to secure long-term growth in the tourism sector.