The Tourism Authority of Thailand (TAT) has launched a highly anticipated promotional campaign aimed at revitalising the country’s tourism industry. This new initiative will feature Thailand’s own K-pop superstar, Lalisa “Lisa” Manobal, who has been named the Amazing Thailand Ambassador for a year-long project. The campaign’s tagline, “Feel All The Feelings”, will highlight Thailand’s diverse emotional experiences and scenic destinations.
The campaign is the TAT’s strategic effort to capture a new perspective on Thailand, one that emphasises not only its stunning landscapes and cultural landmarks but also the feelings and experiences associated with travelling throughout the country. The promotional campaign will place a strong emphasis on engaging potential travellers with the emotional journey of discovering Thailand.
Star Power Behind the Campaign
Lisa, a global sensation and a member of the highly successful K-pop group BLACKPINK, has been chosen for her immense popularity and her deep connection to Thailand. Born in Buri Ram, Lisa’s ties to her homeland make her an ideal figure to represent Thailand’s unique allure. Her international fan base, which spans millions, is expected to bring much-needed attention to Thailand’s tourism sector, which has faced challenges in recent years.
The Tourism Authority of Thailand is betting on Lisa’s global reach to help boost the country’s image, particularly among younger, travel-savvy audiences. The star’s involvement is hoped to translate into increased tourism and a resurgence in tourism revenue, which the TAT aims to bring back above 3 trillion baht by 2026. This ambitious goal comes as the tourism sector continues to recover from the setbacks of the previous years.
A New Approach: “Feel All The Feelings”
The campaign’s core theme, “Feel All The Feelings”, is designed to encourage potential visitors to explore Thailand through an emotional lens. The TAT aims to portray the country not only as a place to visit but as a destination where travellers can experience moments of joy, peace, excitement, and renewal.
Through a series of engaging content, the campaign will showcase how Thailand can provide transformative and unforgettable experiences that go beyond sightseeing. The emotional connection to the country is something that the TAT believes will resonate deeply with global audiences. The tourism agency emphasises that the country’s charm lies in its ability to evoke positive emotions through its culture, food, nature, and people.
The promotional campaign will feature Lisa in a 60-second TV commercial, where she will take the viewers on a journey through her personal connection to Thailand. This will include scenes that focus on Lisa’s return to her roots in Thailand, highlighting a journey of relaxation, restoration, and emotional renewal.
Additional Campaign Components
While the TV commercial will serve as the focal point of the campaign, the TAT has plans to roll out additional content in various formats. Shorter, 30-second and 15-second clips will be created for broader distribution on television and online platforms, including social media and video-sharing websites. These shorter advertisements will cater to different viewer preferences and optimize engagement.
Alongside these video materials, the campaign will also include 12 photoshoots with Lisa, capturing stunning visuals that reflect the emotional and sensory experiences of travelling in Thailand. Additionally, special merchandise related to the campaign will be introduced, further connecting Lisa’s fans and potential tourists to the Amazing Thailand experience.
Aiming for Tourism Revival
Tourism in Thailand faced a dip in 2025, with foreign arrivals falling by 7% from the previous year. The Chinese market, which is traditionally a significant contributor to Thai tourism, saw a decline of over 30%, attributed to safety concerns and increased competition from other Southeast Asian destinations like Vietnam. This decline has prompted the TAT to step up its marketing efforts to restore Thailand’s position as a top global travel destination.
The TAT’s partnership with Lisa is seen as a strategic move to capture the attention of travellers who have been hesitant to return to Thailand. By leveraging her star power and association with global pop culture, the campaign is set to reach a broader audience, including young travellers and those interested in experiencing Thailand through a modern, relatable lens.
The Launch and Beyond
The full promotional video is scheduled for release on January 28, 2026, during an official launch event, with the video debuting on all of Amazing Thailand’s official online platforms. The event will mark the beginning of the year-long campaign, which will continue to unfold across various media outlets and promotional channels. The TAT hopes that the launch of the campaign will spark interest and excitement among international travellers, driving them to consider Thailand for their upcoming vacations.
With an innovative and heartfelt approach, the TAT is confident that this campaign will generate significant buzz and revitalise Thailand’s tourism industry. As the world slowly recovers from the global pandemic, travel trends are shifting, and Thailand’s commitment to offering a mix of emotional experiences and stunning tourist destinations is expected to help it stand out.
Impact on Thailand’s Tourism Sector
The introduction of Lisa as the Amazing Thailand Ambassador is more than just a marketing tactic; it is an effort to forge deeper connections with travellers on an emotional level. By focusing on the feelings that travel in Thailand can evoke, the campaign is set to position the country not just as a holiday spot but as a place where people can find joy, tranquillity, and new adventures.
With 33 million foreign tourist arrivals expected in 2025, Thailand’s tourism sector is on the road to recovery. However, the decline in Chinese tourist numbers has underscored the need for new strategies to maintain a competitive edge. The TAT’s partnership with Lisa is aimed at appealing to a new generation of global travellers, particularly those who are looking for unique experiences beyond traditional sightseeing.
The tourism agency’s overarching goal for 2026 is clear: to boost total tourism revenue back above 3 trillion baht, and Lisa’s involvement in this campaign is viewed as a critical element in achieving this target. As the campaign continues to roll out, the TAT’s hope is that it will not only increase the number of visitors to Thailand but also ensure that the emotional aspect of travel in Thailand is front and centre in the minds of potential tourists.
Conclusion
Thailand’s tourism industry is preparing for a new chapter with the launch of the “Feel All The Feelings” campaign, which features Lisa Manobal as the Amazing Thailand Ambassador. The campaign’s innovative approach, which focuses on the emotional connections that travellers can form with the country, aims to revitalise Thailand’s tourism industry. The Tourism Authority of Thailand believes that by leveraging Lisa’s celebrity appeal and Thailand’s timeless charm, the country’s tourism revenue will return to its peak by 2026.
As the world watches this exciting new initiative unfold, it will be interesting to see how the campaign connects with both new and returning visitors, ushering in a new era for Thai tourism.
[Source: Bangkok Post]
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