Thailand has turned to one of its most famous global stars to spearhead a fresh push for international visitors, appointing Blackpink’s Lalisa “Lisa” Manobal as the new “Amazing Thailand Ambassador” in a high-profile tourism campaign aimed at reshaping the kingdom’s image and lifting arrivals through 2026.

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A megastar at the heart of a US$16 billion tourism push

The Tourism Authority of Thailand (TAT) confirmed in mid-October 2025 that Lisa, the Thai-born member of global K-pop phenomenon Blackpink, had accepted the role of Thailand’s tourism ambassador under its long-running “Amazing Thailand” brand. The appointment is tied to an ambitious tourism drive that Thai officials and local media value at roughly US$16 billion in expected revenue as the country looks to regain and surpass pre-pandemic visitor levels.

The year-long collaboration, formally framed for the 2026 tourism year, runs from late 2025 into late 2026 and is built around the idea that Lisa’s vast global fan base can be converted into real-world travel demand. With more than 100 million followers across platforms, she is among the most visible Asian entertainers in the world, a status that TAT believes can be harnessed to reposition Thailand as a premium, high-value destination rather than a low-cost mass tourism market.

Officials in Bangkok have linked the campaign directly to national economic goals. Tourism is a pillar industry for Thailand, and authorities have set an aspirational target of around 3 trillion baht in tourism revenue, counting both foreign and domestic travelers. Lisa’s appointment, they argue, is not just a publicity move but a central plank in a broader soft-power strategy designed to revitalize spending, attract higher-spending visitors, and keep Thailand at the forefront of regional travel choices.

The “Lisa Effect” and why Thailand is betting big

Behind the decision is what Thai officials have begun calling the “Lisa Effect,” a shorthand for the measurable spikes in interest and sales that follow the star’s casual endorsements of local products and places. When Lisa mentioned a humble dumpling shop in her native Buriram, the eatery reportedly saw queues lengthen and sales soar, ultimately becoming something of a minor pilgrimage stop for fans. A similar pattern followed her visible support for Thai traditional textiles and a locally made herbal inhaler, both of which experienced boosts in recognition and demand far beyond Thailand’s borders.

TAT is seeking to systematize that organic influence into a more deliberate campaign. Rather than waiting for the occasional viral mention, the new ambassador program embeds Lisa in a slate of official promotional activities, from glossy cinematic commercials and social media clips to curated destination shoots showcasing different sides of the kingdom. The goal is to move fans from simply liking a post to booking flights, hotel stays, and experiences on Thai soil.

Thai tourism planners see this as a form of modern soft power rooted in pop culture rather than traditional diplomacy. Lisa’s profile in fashion, music, and now acting provides multiple entry points to reach distinct audiences, whether they are K-pop devotees, luxury shoppers, or streaming platform binge-watchers. By tying that influence directly to specific destinations and experiences, the campaign aims to funnel global curiosity into itineraries that spread tourism benefits across the country.

Inside the “Feel All the Feelings” and Amazing Thailand campaigns

Lisa’s appointment coincides with a refreshed creative direction for Thailand’s tourism messaging. TAT has begun rolling out a new umbrella concept, “Feel All the Feelings,” that builds on the established Amazing Thailand brand but leans into emotion-driven storytelling and cinematic visuals. Lisa is positioned as the central face of this initiative, guiding audiences through scenes of nature, culture, nightlife, and wellness designed to evoke wonder, joy, nostalgia, and discovery.

The campaign will feature a flagship 60-second tourism film fronted by Lisa, complemented by shorter edits tailored for social media platforms and regional markets. Production is focusing on high-end imagery that aligns with her existing luxury brand partnerships, reinforcing Thailand’s aspiration to be seen as a world-class destination for discerning travelers. Exclusive merchandise associated with the campaign, along with behind-the-scenes content, is expected to fuel further engagement among fans.

TAT officials have signaled that the creative direction is not limited to beaches and temples, long the staples of Thailand tourism advertising. Instead, they plan to highlight contemporary culture, food scenes, design-forward hotels, and outdoor adventures alongside more classic heritage attractions. Lisa’s own personal tastes, from local street food to fashion and music, are anticipated to be woven into the narrative to give the campaign a more authentic and personal tone.

Key destinations in the spotlight for Lisa-led promotions

Early teasers released by TAT in late 2025 offered hints at the geographic spread of the Lisa-fronted tourism push. Promotional images paired the “Amazing Thailand x LISA” tag with iconic sites such as Wat Arun, the riverside temple in Bangkok known for its gleaming spires at sunset, and Phi Phi Islands in Krabi, whose limestone cliffs and turquoise waters have long been emblematic of Thai beach tourism.

Less globally familiar but visually striking locations have also been flagged for inclusion, signaling a desire to disperse visitor flows more evenly across the country. These include Wat Sirindhorn Wararam Phu Phrao in Ubon Ratchathani, famous for its luminous “glow-in-the-dark” tree of life motif at night, Koh Chang Khan or nearby coastal islands in Trat province on the eastern seaboard, and Phu Langka National Park in Phayao, where seas of mist and mountain panoramas provide a dramatic backdrop.

By distributing Lisa-branded storytelling across both classic and emerging destinations, TAT hopes to steer tourists beyond traditional hot spots like Phuket and Chiang Mai and toward secondary cities and rural provinces that have historically seen fewer international visitors. The strategy mirrors a broader push among tourism boards worldwide to combat overtourism in saturated hubs while spreading economic benefits to lesser-known communities.

From Buriram to the world: Lisa’s evolving role as cultural bridge

Lisa’s elevation as Thailand’s tourism ambassador is the latest chapter in a career that has increasingly blended entertainment with cultural representation. Born in Buriram in northeastern Thailand, she debuted with Blackpink in 2016 and quickly became one of the group’s breakout stars, renowned for her dance skills, rap performances, and fashion-forward image. Over the years, she has amassed numerous music awards and set multiple social media records while cultivating a global audience across Asia, Europe, and the Americas.

Her influence has expanded beyond the stage. In fashion, she holds or has held high-profile ambassadorships with luxury houses such as Celine, Bulgari, and Louis Vuitton, appearing regularly at major runway shows and in global campaigns. In 2024 and 2025, she cemented her presence in Western entertainment circles by appearing in the HBO series “The White Lotus,” which filmed extensively in Thailand, further linking her personal brand to Thai locations in the minds of international viewers.

Thai officials have previously recognized Lisa’s impact in promoting national culture, and she has been cited by government figures as a leading example of soft power driven by youth and creativity. The new tourism role formalizes that recognition, turning her from an informal cultural export into an official face of the country’s visitor economy. For fans, it creates a clear narrative: traveling to Thailand is a way to experience the landscapes, flavors, and cultural references that shape the world of one of K-pop’s most prominent stars.

Targeting high-value travelers and new source markets

Thailand’s decision to anchor a national tourism push around a pop star is not purely about image. It reflects shifting priorities in the country’s visitor strategy as it emerges from a prolonged tourism downturn and navigates changing global travel patterns. While total arrival numbers remain important, officials have repeatedly stressed their intent to focus on “high value” travelers who stay longer, spend more per trip, and seek premium experiences across accommodation, dining, and activities.

Lisa’s brand alignment fits neatly with that ambition. Her profile in luxury fashion and her association with exclusive events signal a lifestyle that resonates with affluent young travelers, particularly from East Asia, Southeast Asia, and the Middle East. TAT expects that this demographic, often highly active on social media and keen to document travel experiences, will respond strongly to Lisa-themed itineraries, hotels, and experiences, generating further visibility for Thailand without proportionally increasing marketing expenditure.

At the same time, the campaign is expected to be leveraged to deepen Thailand’s reach in newer or fast-growing source markets. Lisa’s popularity in Western Europe, North America, and Latin America gives TAT a recognizable figure through which to localize messaging for audiences that may be familiar with Blackpink’s music but less acquainted with Thailand beyond clichés. By highlighting aspects of Thai culture that intersect with global trends, from plant-based cuisine to wellness retreats and creative nightlife, officials hope to broaden the country’s appeal beyond traditional sun-and-sea tourism.

Campaign roll-out: films, events and digital engagement

The official unveiling of Lisa’s first full tourism film as Amazing Thailand Ambassador is scheduled for early January 2026, marking a key milestone in the campaign’s roll-out. The cinematic spot is expected to anchor a wider series of events and promotional waves throughout the year, including domestic launch ceremonies, international roadshows, and digital premieres timed for major holidays and travel planning seasons.

Online, TAT plans to saturate social platforms with short-form edits, behind-the-scenes clips, and interactive content featuring Lisa, tailored to the consumption habits of younger audiences. Hashtag campaigns centered on the ambassador’s name and the Amazing Thailand slogan are designed to encourage user-generated content from both fans and travelers, effectively enlisting them as co-promoters of the country. Tourism operators, from airlines to hotels and tour companies, are expected to align their own offers and branding with the national campaign to maximize visibility.

Domestically, Thai provinces featured in the ambassador content are preparing to capitalize on the exposure with local festivals, photo spots, and Lisa-themed experiences, from curated food trails to textile markets spotlighting the styles she has worn. While precise details are still emerging, local tourism offices are already framing the upcoming year as a rare opportunity to convert global pop culture attention into sustained, on-the-ground spending.

Opportunities and challenges for Thailand’s tourism reboot

Industry observers see Lisa’s appointment as both a bold marketing coup and a test of how far celebrity-driven campaigns can move the needle in a competitive global travel landscape. Thailand is not the first destination to enlist star power, but few have secured a figure with such an extensive and engaged international following at a moment when travel demand is rebounding and social media influence is at a peak.

The move arrives, however, amid ongoing structural challenges. The global tourism environment remains sensitive to economic volatility, geopolitical tensions, and changing consumer priorities, including heightened concerns around sustainability and overtourism. Thailand will need to balance the potential surge in interest with careful management of natural and cultural sites, ensuring that the influx of Lisa-inspired visitors supports local communities without overwhelming fragile environments.

Tourism operators also face the task of delivering on the promise embedded in the campaign’s premium positioning. Visitors drawn by images of luxury resorts, pristine national parks, and cutting-edge urban experiences will expect service standards to match the aspirational tone of the advertising. Upgrades in infrastructure, digital services, and workforce training will be critical in converting first-time visitors into repeat guests who contribute to the long-term health of the sector.

A new chapter in Thailand’s long-running tourism story

For Thailand, the enlistment of Lisa as tourism ambassador underscores how deeply pop culture has become woven into the architecture of national branding. Where earlier iterations of the Amazing Thailand campaign relied primarily on traditional imagery and seasonal taglines, the 2026 chapter is anchored in a figure whose career straddles music, fashion, and streaming-era entertainment, speaking fluently to a generation of travelers for whom borders are as virtual as they are physical.

As the first Lisa-led tourism films and events roll out in early 2026, the impact will be closely watched not only by Thai officials but by tourism boards across Asia and beyond. If the Lisa Effect proves capable of translating online fandom into sustained visitor flows and higher-quality tourism receipts, it could mark a new template for how destinations harness star power in an age defined by digital influence and experiential travel.

For now, millions of fans and would-be travelers are waiting for the next teaser, campaign drop, or behind-the-scenes clip to see how their favorite idol will present her homeland to the world, and how that vision might shape their own journeys to the land long known simply as Amazing Thailand.