BANGKOK, THAILAND – Thailand’s state tourism agency placed its 2026 strategy on global pop star Lisa in a bid to generate at least 3 trillion baht in tourism revenue and surpass pre-pandemic records.
Lisa named “Amazing Thailand Ambassador”
The Tourism Authority of Thailand (TAT) adopted what it described as a highly ambitious plan to spur economic recovery, centered on appointing Lalisa Manobal, known worldwide as Lisa, as the new “Amazing Thailand Ambassador.” TAT governor Thapanee Kiatphaibool said the agency aimed to attract an additional five to ten million “high-quality” international visitors with the help of the K-pop star.
“LISA is a global icon whose success is undisputed and lasting,”
said Thapanee, governor of the TAT.
“Her involvement will significantly increase our visibility and shift Thailand’s image from a generic destination to a high-end premium experience.”
said Thapanee, governor of the TAT.
‘Lisa effect’ leveraged as economic driver
According to TAT, the decision to choose the Buriram-born artist was based on her proven ability to influence markets. Previous viral moments in which Lisa mentioned street food from her hometown, traditional Thai textiles or herbal inhalers had immediately triggered worldwide demand.
The collaboration was agreed through Lisa’s own management company LLOUD Co. and was scheduled to run from September 2025 to September 2026. The approach was clearly targeted at her global fan base of more than 100 million Instagram followers.
Film campaign and social media reach
At the core of the campaign was a cinematic 60‑second commercial, supported by shorter versions for digital platforms. Through targeted social media posts on Lisa’s profiles, TAT expected more than one billion impressions.
As a benchmark, the agency cited her collaborations with luxury brands such as Celine, where a single post was estimated to have generated media value of more than 29 million US dollars. Based on this, TAT anticipated a significant return on investment.
‘Feel All The Feelings’ to showcase Thailand through Lisa
To mark the official start of the 2026 marketing year, TAT released a teaser for the new flagship campaign “Feel All The Feelings” on 10 January 2026, featuring Lisa in the lead role. The film was intended to present Thailand’s cultural identity and nature from her perspective, with a focus on emotions rather than a checklist of sights.
The initiative sought to encourage visitors to go beyond well-known highlights and immerse themselves in stories, excitement and joy across different regions of the country. It placed “quality destinations” and “unseen” attractions at the center, promising authentic yet high-end experiences.
Premiere, events and exclusive fan merchandise
The major premiere of the full-length version of “Feel All The Feelings” was scheduled for 28 January 2026, to be released simultaneously at an official launch event and on all Amazing Thailand digital channels. To convert online attention into actual arrivals, TAT planned an exclusive event around the campaign at the end of January 2026.
In addition, limited fan merchandise was to be introduced that would not be available for purchase. According to the agency, these special items would be reserved solely for visitors who joined specific tourism activities or travelled to selected “unseen” quality destinations.
Quality over quantity as strategic shift
Strategically, the initiative marked a clear move away from pure volume growth towards a “quality over quantity” model. The primary target group consisted of big-spending fans and travelers who, on average, spend about 50,000 baht (around 1,475 US dollars) per trip.
Thapanee stressed that achieving the 3‑trillion‑baht goal would not depend solely on the so‑called “Lisa effect.”
“She called on the public to be hospitable hosts and urged authorities to maintain strict safety and protection standards.”
said Thapanee, governor of the TAT.
Securing Thailand’s role as a leading destination
By combining Lisa’s soft power with a targeted premium positioning and broad participation across the country, TAT aimed to secure the kingdom’s status as a leading global travel destination in 2026 and beyond. The strategy sought to align pop culture, digital influence and on-the-ground experiences in a single national tourism push.