Summary:
- Global Superstar Lisa Manobal Named Amazing Thailand Ambassador: K-pop icon Lisa joins the Tourism Authority of Thailand (TAT) to launch the “Feel All the Feelings” campaign, a global initiative designed to showcase Thailand’s cultural depth and drive high-value, emotion-led travel experiences.
- “LISA Effect” Expected to Drive Record Tourism Revenue: By highlighting “unseen” destinations like the Red Lotus Sea and Wat Chedi Luang, the campaign aims to attract up to 10 million additional tourists and generate 500 billion baht, positioning Thailand as a top-tier “Quality Leisure Destination” for 2026.
In a move set to redefine Thailand’s global image, the Tourism Authority of Thailand (TAT) has officially appointed K-pop superstar and cultural icon Lalisa “Lisa” Manobal as its new “Amazing Thailand Ambassador.”
The announcement was made during a grand launch event titled “Amazing Thailand Ambassador Exclusive Night” at the historic Wat Arun. The choice of venue—a landmark where traditional craftsmanship meets contemporary creativity—mirrored the campaign’s goal: blending Thailand’s rich heritage with modern, global appeal.
What is Feel All the Feelings campaign?
The cornerstone of this partnership is the new global campaign, “Feel All the Feelings.” Moving beyond traditional sightseeing, the initiative focuses on “emotion-led storytelling.” TAT Governor Thapanee Kiatphaibool explained that the campaign invites travelers to “feel alive” through a spectrum of experiences, from the serenity of hidden temples to the excitement of vibrant festivals and the warmth of Thai hospitality.
The campaign film, which premiered at the event, features Lisa exploring a mix of iconic and lesser-known destinations. She is joined by fellow Thai stars Metawin “Win” Opas-iamkajorn, Kanawut “Gulf” Traipipattanapong, and Pongtiwat “Blue” Tangwancharoen.
Showcasing Hidden Gems
While Bangkok’s Wat Arun serves as a primary backdrop, the campaign actively pushes TAT’s “Value over Volume” strategy by highlighting regional “unseen” locations, including:
- Chiang Mai: The Lanna Candle Ceremony at Wat Chedi Luang.
- Udon Thani: The Red Lotus Sea (which has already seen a massive spike in visitors following teaser photos of Lisa).
- Lampang: The floating pagodas.
- Phayao: The sea of mist at Phu Langka.
- Tak: The majestic Thi Lo Su Waterfall.
What is the economic impact and strategy of this campaign?
The “LISA Effect” is expected to be a massive economic driver. TAT projects that the campaign could attract an additional 5 to 10 million international tourists in 2026, potentially generating between 250 and 500 billion baht in revenue. By leveraging Lisa’s massive global influence, TAT aims to push total tourism revenue past the 2019 pre-pandemic peak, targeting a milestone of trilion baht
A Call to Action for “Good Hosts”
Beyond attracting foreign visitors, the campaign carries a message for the Thai people. TAT is encouraging locals to be “good hosts” through the “Trusted Thailand” initiative. This sub-campaign aims to ensure that every visitor’s journey is safe, high-quality, and memorable, encouraging the repeat travel that is vital for long-term sustainability.
As Lisa takes on this role, she isn’t just promoting a destination; she is inviting the world to experience Thailand through her eyes—as a land of depth, meaning, and a place where every moment “carries a feeling.”
