Lisa Leads Thailand's 2026 Tourism Revival in New Campaign Film

On 28 January 2026, Thailand stands on the brink of a tourism renaissance as the national authority enlists K-pop megastar Lisa to spotlight the kingdom.

Key Highlights

• The Tourism Authority of Thailand unveils Lalisa Manobal as Amazing Thailand Ambassador at a star-studded event on January 28.

• A full-length promotional film premieres alongside the live reveal, aiming to sustain interest through 2026 tourism campaigns.

• TAT projects 5–10 million extra visitors, generating ฿250–500 billion and pushing beyond the pre-pandemic 2019 peak of 3 trillion baht.

• Local businesses gear up for job creation, SME growth, and innovative digital marketing strategies.

• Regional provinces and host communities prepare to offer cultural tours, homestay networks, and language training to enrich visitor experiences.

The countdown to a global showcase

As Bangkok polishes chandeliers and provincial venues prepare red carpets, TAT Governor Thapanee Kiatphaibool will preside over an assembly of 100 international media, influencers, and travel experts. This unveiling is more than a photo-op: it marks the official handover of Thailand’s brand narrative to a global icon whose followership spans continents. By tying the LISA Effect to strategic marketing channels, the authority hopes to translate social-media buzz into sustained travel bookings.

From clicks to check-ins: forecasting the Lisa Effect

Officials anticipate the festival of content to lure an extra 5–10 million visitors while boosting tourism revenue by ฿250–500 billion. Surpassing pre-pandemic 2019 records of 3 trillion baht is the north star guiding budget allocations and partnership briefs. Central to this vision is the theme "Value is the New Volume", which shifts emphasis from sheer arrival counts to high-spending guests and traveller dispersion that fuels regional growth across lesser-known provinces.

Empowering local entrepreneurs: what lies ahead

The ripple effects of this campaign promise more than hotel reservations. Grassroots enterprises—from small and medium enterprises to family-run bed-and-breakfasts—anticipate fresh revenue streams and job creation. TAT is rolling out digital marketing toolkits and language training modules to help businesses engage international guests. By positioning every resident as part of the hospitality chain, communities become active ambassadors, blending authenticity with professional finesse.

Crafting emotions: inside "Feel All The Feelings"

Departing from postcard panoramas, the 60-second film uses sensory storytelling to guide viewers through Udon Thani’s clay-pot aromas, Nan’s misted ridgelines, a midnight jam in Khon Kaen, street markets in Chiang Mai, and a wellness sanctuary in Phuket under the dual theme "Healing is the New Luxury". Integrating Thai netizen suggestions, the production spotlights unseen gems and fosters an emotional bond that transcends traditional advertising.

Building capacity: infrastructure and training

To accommodate a surge of visitors, upgrades are underway: Suvarnabhumi Terminal 2 readies an extra 15 million passengers, a double-track railway to Chiang Mai accelerates northbound travel, and airports in Krabi, U-Tapao, and Buriram eye new charter routes. Parallel efforts include hospitality workshops, EV shuttle fleets, and detailed crowd management plans, ensuring that first impressions leave lasting legacies.

Charting a sustainable path: risks and measures

Long-term success hinges on visitor satisfaction, sustainable practices, and ongoing community feedback. TAT will deploy digital monitoring and real-time data to tweak strategies on the fly, aiming to balance economic spillover with environmental stewardship. If executed thoughtfully, this initiative could become Thailand’s premier soft-power blueprint—an exportable model of cultural tourism by leveraging star power for national gain.