BANGKOK, THAILAND – Thailand’s national tourism authority used K‑pop star Lalisa “LISA” Manobal to turn major transport routes into a countrywide experience for its “Amazing Thailand – feel all the feelings” campaign.
Celebrity front figure for tourism push
The Tourism Authority of Thailand (TAT) advanced its strategy since the TV commercial first aired in late January 2026, featuring LISA as “Amazing Thailand Ambassador” to stage the country’s diversity in an emotional way. At the centre of the campaign stood the question “What does Thailand feel like?”, through which LISA in the spot opened a journey through relaxation, spiritual renewal and scenic beauty to highlight the country’s distinct identity.
“Following LISA’s Footsteps” on city streets
With the new “Following LISA’s Footsteps” initiative, the TAT called on the public to look for LISA visuals from the current campaign, now visible on streets and squares across the country. This presence was especially clear on the Dark and Light Green lines of the BTS Skytrain in Bangkok, whose trains were fully wrapped on the outside in the “Amazing Thailand x LISA – feel all the feelings” design, turning daily commuting into a campaign stage.
Fully branded BTS trains until May 2026
According to the TAT, the wrapped carriages were in service immediately and would run until May 2026, targeting both office workers and international visitors in the capital. Inside the trains, campaign motifs and images of major attractions dominated, while the lines connected central stations such as Siam, Phaya Thai, Victory Monument, Chit Lom, On Nut, Chong Nonsi, Sala Daeng, Asok and Phrom Phong.
Airports, MRT and expressways join the rollout
Beyond the BTS, the campaign extended to MRT stations, the Narong Interchange on the Ram Inthra–At Narong Expressway, the Air Traveller Gateway on the M7 motorway and lightbox spaces in Don Mueang Airport’s baggage claim and arrival areas. Digital screens at Suvarnabhumi Airport and other major airports, as well as advertising sites at locations including Makkasan Lake, Bravo BKK Rama 9, Exchange Tower Asok, Ploenchit Interchange, Sathorn–Saint Louis, Rama 4 Road and the Chartered Square Building, further reinforced visibility.
Regional hubs and highways targeted
The TAT also expanded communication to key regional transport nodes, including Central Phuket Junction in Phuket, Phosi Junction in Udon Thani and the Bor Khor Sor junction in Chonburi province. Additional sites along major routes, such as by a souvenir shop on Phahonyothin Road, at kilometre 552 of the Chiang Mai Superhighway towards Lamphun, and at the Clock Tower roundabout in Lampang, were likewise incorporated.
Cinemas, malls and fan participation
To broaden reach, the TV spot was shown before film screenings in Major Cineplex cinemas and in shopping centres such as Central Embassy and ICONSIAM, bringing the campaign to an urban lifestyle audience. The TAT explicitly urged the public and LISA fans to take photos of the motifs they spotted, share their impressions in comments and explain,
“What does Thailand feel like?”
said the Tourism Authority of Thailand, when they expressed their personal affection for the country.