The Tourism Authority of Thailand (TAT) is aiming for record revenues of 3 trillion baht thanks to LISA and its 100 million fans.
- The TAT has appointed LISA (Lalisa Manobal) as “Amazing Thailand Ambassador” to support the tourism strategy 2026.
- The stated objective is to reach at least 3 trillion baht in tourism revenue and to surpass the record number of arrivals in 2019.
- The campaign targets an additional 5 to 10 million international tourists, targeted as high-spending visitors.
- The collaboration (via LLOUD Co.) spans one year (September 2025 → September 2026) with an advertising film, short variations, social content, photos and an exclusive event at the end of January 2026.
- TAT is banking on the "LISA effect": its ability to create global demand for Thai products/cultures, with a fan base of over 100 million on Instagram and a potential of at least 1 billion impressions.
The TAT has appointed Lalisa Manobal (LISA), the Thai star of the South Korean group Blackpink, as an ambassador for a major tourism campaign in 2026, with the stated objective:
- Repositioning the country's image as a high value-added destination
- Attract 5 to 10 million additional high-quality international visitors (with high purchasing power)
- Aim for a tourism revenue level of at least 3 trillion baht, above the pre-pandemic record
Why the TAT is betting on LISA for 2026
Tourism Authority of Thailand's "Amazing Thailand" campaign featuring Lisa. Photo: TAT
According to TAT Governor Thapanee Kiatphaibool, LISA's choice is based on her status as a global icon, the consistency of her successes, and the size of her community.
The goal is to increase Thailand's visibility and change the perception of the country: to move from a "generic" destination to a high value-added, qualitative and safe tourism offering, capable of attracting higher-spending travelers.
The TAT also highlights concrete examples of virality associated with the artist — often described as the "LISA effect" — where a simple mention or appearance related to Thailand leads to an immediate increase in interest and sales.
For example, after she mentioned that she wanted to eat the "look chin" fried dumplings from her home province of Buriram, these specialties were snapped up by consumers and saw their sales multiply, including via online orders.
Similarly, when she was photographed with a "Yadom" herbal inhaler (Hong Thong brand), the product quickly sold out after orders from her fans.
Finally, a simple photo of her wearing a "sin" (traditional Thai skirt) during a visit to Ayutthaya helped revive interest in these handcrafted fabrics and the city itself, drawing international attention to cultural centers that are often less frequented.
See: The Lisa Effect: How Thailand's Blackpink Star Turns Everything into Gold
Target figures: 3 trillion baht and an increase of 5 to 10 million tourists
Photo taken from a Lisa video clip.
At the heart of the 2026 plan, the TAT aims for total tourism revenues of at least 3 trillion baht, with the ambition of exceeding the peak of 2019 (pre-Covid record year).
The campaign associated with LISA is presented as a lever capable of attracting 5 to 10 million additional international tourists.
In terms of economic benefits, the TAT also mentions a potential additional impact estimated at 250 to 500 billion baht linked to the expected increase in tourist flows.
This strategy is based on a logic of quality rather than quantity.
The target audience (particularly the fan base) is described as a large, high-spending market, with an average advance expenditure of around 50,000 baht (approximately 1,363 euros) per trip.
A year-long campaign: film, short formats, photos and social media content
Lalisa Manobal (LISA). Photo: The Nation Thailand
The collaboration between TAT and LISA is structured contractually and goes through the company LLOUD Co. (founded by LISA).
The scheme is announced over a period of approximately one year, from September 2025 to September 2026 (with dates specified on the TAT side: from September 29, 2025 to September 29, 2026).
The plan includes:
- A 60-second “main film” advertising film, with variations (30 seconds and 15 seconds) intended for digital distribution.
- A trailer (announced to be 30 seconds long) is planned for a launch in January 2026.
- A photo production announced as consisting of 12 images as part of the campaign.
- Targeted social media posts: TAT plans to post on LISA's Instagram and via LLOUD Co.'s channels, with the possibility of relaying via "Amazing Thailand" channels and TAT offices abroad.
The expected striking power relies on LISA's audience: her Instagram account has over 100 million followers.
TAT suggests a potential for massive exposure, with a projection of at least 1 billion impressions (views/cumulative displays) across all activations.
The agency believes that some of these interactions could turn into real trips, particularly through "themed" content and artist-motivated travel.
Exclusive event at the end of January 2026 and a “limited edition” reserved for travelers
Lisa, the Thai singer of the Korean group Blackpink. Photo: Instagram
To transform visibility into actual travel, TAT is also planning an exclusive event at the end of January 2026, once the advertising film has been broadcast.
The idea is to offer a special experience and activities that directly engage fans and stimulate trips "in the footsteps" of the campaign.
Another announced lever: “limited edition” products that would not be sold online or in stores, but reserved for travelers participating in defined tourist activities.
For example, coming to Thailand or joining certain promotional and discovery activities, particularly around destinations that are still little known and stays with high added value.
Return on investment: visibility, media value generated, and Celine precedent
Lisa was a global brand ambassador for Celine in 2020. Photo: Time International
To illustrate the expected marketing power, the TAT compares the campaign to previous LISA activations with international brands.
The example cited is a collaboration with Celine, where the media value generated was estimated at over $29 million for a single publication.
The agency hopes for a similar amplification effect for Thailand, with a disproportionate gain in visibility compared to traditional advertising formats.
Quality over quantity, but while maintaining safety and a welcoming atmosphere
Tourists at Suvarnabhumi Airport. Photo: Pravit Rojanaphruk
The TAT governor insists on one point, however: reaching 3 trillion baht does not depend solely on an ambassador or a campaign.
The TAT calls for a broader effort — involvement of the public sectors, enhanced safety standards, and mobilization of the population to be welcoming hosts.
The challenge is to consolidate the image of a safe, reliable and high value-added country, so that the marketing promise translates into real satisfaction and lasting benefits.
See also:
Thailand's bet: saving tourism thanks to Lisa from Blackpink
The Lisa effect: her latest clip boosts tourism in Thailand
Lisa's new video, "Rockstar" reaches 8 million views in 5 hours
Sources: Thansettakij , The Nation Thailand
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5 comments
Unless I am mistaken, there was already a similar attempt during a 2024 season campaign to use the personality of Lalisa Manobal as an advertising and media springboard to boost both national and international tourism, which had already suffered a setback, lost all its advantages during the Covid crisis, and since then, following a deteriorating geopolitical and economic situation, has still not managed to restore an image tarnished by numerous affairs that are not conducive to the rebirth of the Thai tourism Phoenix.
And this, despite a temporary "Blackpink" boost, which did not deliver the expected results in the medium term.
Will this second attempt, heavily reliant on "blackpinkmania" references, be able to bring in the hoped-for 10 million additional tourists?
If I understand correctly, this campaign has already been underway since the end of September 2025…
Did you notice a boost during the last quarter of 2025? I didn't... but let's not be petty; let's wait for the events announced during the first quarter of 2026 and the following months.
If this campaign produces the expected tourist attractions and substantial revenue, we will inevitably be kept informed of the results…
If it turns out that we are going to witness another "flop" that has cost more than it has brought in, we will discreetly sweep it under the rug without making waves…
Come on, be patient, be patient!
Who outside of Thailand knows Lisa?
Hello Siaud,
She is known far beyond Thailand, famous in South Korea through her group Blackpink, and by Kpop fans around the world.
The French brands Celine and Louis Vuitton hired him to represent them, so…
Then you have to be a fan of K-pop and/or fashion.
Will the "sheep-like" effect come into play?
It's one thing to buy online whatever the young lady points out to you, it's quite another to go on a trip to Thailand.
Furthermore, it is noted that the TAT "also mentions a potential additional impact estimated at 250 to 500 billion baht linked to the expected increase in tourist flows.
This strategy is based on a logic of quality rather than quantity
How to say everything and its opposite…
And are all K-POP fans loaded with money?
And what exactly is this concept of "high value-added stays"?
Thailand is not Monaco or the Bahamas.
They are still fantasizing about rich tourists who have plenty of other places to go.
In short, the usual nonsense from this agency.
Absolutely agree, Dave!!!
This is yet another pipe dream for some Thai officials who are at their wits' end trying to revive the badly tarnished image of the Thai tourism sector…
For almost a decade, Thailand, abruptly interrupted by the Covid period, has been boasting about the qualities of an elitist tourism, "for the rich," a superior quality tourism, supposedly attracting millions of wealthy tourists and billions of dollars or euros with promotional campaigns that remain at the level of tourism in our country, catering to the equivalent of an affluent middle class, and not to the wealthy who, according to some Thai officials, are supposed to spend several thousand euros daily…
In short, we are once again swimming in utopia in a land of absurdity, without the tourism authorities learning the lessons of the failures of this policy advocated for years, by returning to the good old recipes that have proven themselves for more than 50 years, those of affordable mass tourism…
But since they are obviously right (since they are never wrong), we continue to launch initiatives, cultivating caviar sturgeon at the expense of sardine shoals, due to the lack of a realistic tourism policy adapted to the Thai market…
Ultimately, they will lose the seconds without managing to attract the first ones…