The Tourism Authority of Thailand (TAT) is continuing creative promotional works in collaboration with global superstar Lalisa “Lisa” Manoban, the Amazing Thailand Ambassador, to spark a fresh wave of excitement and inspire travelers to explore Thailand in 2026 through imaginative new campaigns.
TAT Governor Thapanee Kiatphaibool said the initiative reflects TAT’s commitment to maintaining Thailand’s position as a leading global tourism destination. She noted that Lisa’s influence extends beyond artistic inspiration, serving as a powerful catalyst that enhances Thailand’s tourism image and encourages travellers to explore the country. Her appointment as Amazing Thailand Ambassador forms a key part of the Authority’s strategic brand communication, aimed at translating the LISA Effect into tangible travel demand and sustainable tourism growth.
After TAT announced Lisa’s new ambassador role in October 2025, the campaign quickly captured the public’s imagination and set social media abuzz. People from all over Thailand eagerly shared their favorite destinations, and TAT wove these suggestions into vibrant advertising films and visuals. This collaborative spirit lets Thais showcase their homeland in new ways, inviting visitors to uncover hidden gems and unforgettable experiences.
The LISA Effect first burst onto the scene with her 2021 music video LALISA, which shone a spotlight on the stunning landscapes and rich heritage of Buriram Province, especially the iconic Phanom Rung Historical Park. The video’s global reach turned these sites into must-see destinations, with visitor numbers at Phanom Rung Historical Park doubling. The LISA Effect has also breathed new life into local communities and shared the charm of Thai culture with the world. Places like Ban Suan Rim Mun have become fan-favorite photo spots, while the humble grilled meatball stalls near Buriram railway station, once mentioned by Lisa, have become social media sensations. These trends have brought tangible economic benefits and helped local businesses thrive.
Next year, Lisa, as the Amazing Thailand Ambassador, will invite fans and travelers to see Thailand through fresh eyes and discover its many wonders. Her campaign will continue to boost Thailand’s reputation as a top destination and inspire people everywhere to embark on their own Thai adventures. The excitement begins with a teaser of the Amazing Thailand Ambassador film, set to debut in early January 2026.
Source: NBT World
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