The Tourism Authority of Thailand (TAT) has just announced notable results from the "Amazing Thailand Ambassador" project, in which female singer Lisa (Blackpink) plays the role of image ambassador.
Within the framework of the project, Lisa introduces stories and perspectives on Thailand through the "Feel All the feelings" campaign, inspiring tourists to explore this country in a closer and more modern way.
The appearance of the international female singer also helps TAT reach young audiences, who are increasingly looking for travel ideas through digital content and social networks.
According to TAT, the campaign's promotional activities generated more than 448 million accesses on media and various channels. Promotional videos, including videos featuring Lisa, reached more than 89.4 million views. Total interactions related to the campaign reached 464 million.
TAT estimates the media value of the entire campaign to exceed 567 million baht (about 443 billion VND). The event of Lisa officially becoming the Amazing Thailand Ambassador at Wat Arun Pagoda in Bangkok has an estimated promotional value of up to 409 million baht (about 319 billion VND), attracting the attention of the media, content creators, tourists and the online community.
The effect of the campaign was also recorded at some destinations that appeared during the promotion journey. Notably, Red Lotus Sea in Udon Thani province welcomed a 79.66% increase in visitors in February 2026, while tourism revenue increased by 208.07% compared to the same period.
TAT quoted data from Traveloka showing that the demand for travel to Thailand from international tourists increased by 10%, while the domestic travel demand of Thai people increased by 25%. The demand for booking rooms in Thailand from tourists from Southeast Asia also increased by more than 30% compared to the previous year.
Another destination promoted in Lisa's video is Khao Sok National Park. In the period from February to June 2026, the number of visitors here increased by 34%. The video also introduces many other landmarks from North to South Thailand such as Chedi Luang Pagoda in Chiang Mai, Wat Arun Pagoda in Bangkok and Koh Talu Island in Rayong.
The impact of promotional activities is not only recorded at locations that appear directly in the campaign. In the first 5 months of the year, tourism revenue in Phayao increased by 8.48%, Chiang Rai increased by 3.11% and Lampang increased by 2.83%.
These figures show that the campaign is creating a large coverage for the image of Thai tourism, and at the same time contributing to bringing tourists' attention to destinations outside familiar cities.
After the campaign, TAT continues to implement "Feel All the Wonders, Explore Thailand", encouraging tourists to follow Lisa's footsteps to explore destinations, stories and unique experiences of Thailand.
According to TAT, tourists' travel decisions are no longer based solely on information about the destination. Stories, content rich in emotions and real-life experiences are increasingly playing a role in inspiring the journey.
The choice of Lisa is therefore expected by TAT to help Thailand's image reach international audiences in a closer way, while introducing localities with their own identity alongside famous tourist destinations.
Towards 2027, Thailand is expected to shift its focus from chasing the number of tourists to growth based on value, while directing tourist flows from major cities to second-tier destinations with great potential.
The campaign with Lisa's participation is part of efforts to bring the image of Thai tourism closer to the new generation of tourists.
