December 28, 2025 | 04:59 pm
TEMPO.CO, Jakarta - The Tourism Authority of Thailand (TAT) is set to launch a new promotional campaign featuring its official tourism ambassador, Lalisa Manobal or better known as Lisa of BLACKPINK. Capitalizing on her global influence, the campaign aims to revitalize the industry through what has been dubbed the "Lisa Effect."
Thapanee Kiatphaibool, Governor of the TAT, announced that a teaser for the campaign will be released in January 2026. He expressed confidence that Lisa, a native of Buri Ram, will significantly enhance Thailand’s international appeal.
"Every step Lisa takes not only inspires her fans but also elevates Thai tourism," he stated, as reported by the Bangkok Post.
Thapanee added that the project is designed to generate momentum for the upcoming year, strengthening the "Amazing Thailand" brand and solidifying the country’s status as a top-tier global destination.
Surge in Positive Sentiment for the New Ambassador
Since Lisa was named tourism ambassador last October, the TAT has seen an influx of positive feedback and high online engagement. The authority has actively integrated ideas from fans into creative advertising materials, inviting travelers to explore the kingdom through Lisa’s unique perspective.
According to Thapanee, Lisa’s "Rockstar" music video, which was filmed on location in Thailand, has already triggered significant travel trends. Searches for "Yaowarat" (Bangkok's Chinatown) spiked following the video’s release, and her mention of "standing meatballs" in Buri Ram went viral, providing a direct economic boost to local vendors. "This demonstrates a tangible economic impact," Thapanee noted.
The upcoming campaign seeks to harness this "Lisa Effect" as a creative force to capture global attention and foster sustainable tourism growth.
Diversifying Tourism Beyond Traditional Hotspots
Beyond music videos, Thailand’s reputation as a premium travel and beach destination has been bolstered by several high-profile international productions, according to Nation Thailand. This exposure has increased the popularity of locations such as Koh Samui in Surat Thani and Koh He in Phuket.
The TAT also highlighted a rising trend in cultural tourism driven by celebrity style choices. This includes renewed interest in the historical sites of Ayutthaya and a growing fashion trend where visitors wear traditional Thai fabrics while visiting sacred landmarks. This movement has directly supported the sales of local crafts and artisanal souvenirs.
Current Trends in International Arrivals
Recent data from the Ministry of Tourism and Sports indicates a slight downturn in figures. From January 1 to December 21, 2025, foreign arrivals fell by 7.25 percent compared to the same period the previous year.
During this timeframe, Thailand welcomed a total of 31.76 million international visitors. Malaysia remains the largest source market with 4.38 million visitors, closely followed by China with 4.36 million.
Read: Thailand Eyes Chinese Tourists as Japan Tension Affects Holiday Travel
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