Thailand is seeing signs that the popularity of Lalisa “Lisa” Manobal is translating into real travel interest, with destinations featured in the Tourism Authority of Thailand’s (TAT) campaign recording increased searches, bookings and visitor numbers.
The BLACKPINK member was appointed an Amazing Thailand Ambassador in January 2026 as part of TAT’s “Feel All the Feelings” campaign. Rather than promoting Thailand through a conventional list of attractions, the campaign presents the country through different travel experiences, from culture and nature to relaxation and discovery.
TAT said the campaign had generated more than 448 million media exposures by September. Its advertising films attracted more than 89.4 million views, while total engagement reached 464 million. The campaign was also estimated to have generated THB567 million in publicity value.
Travel Demand for Thailand Rises
The campaign’s impact is also being reflected in travel demand. According to Traveloka figures cited by TAT, international demand for trips to Thailand increased by 10% in 2026, while domestic travel demand rose by 25%. Accommodation booking demand from Southeast Asian travellers increased by more than 30% compared with the previous year.
The figures suggest that the campaign has moved beyond social media visibility and into the travel planning stage. Searches and booking interest have increased for several destinations connected to Lisa’s campaign, including the Red Lotus Sea in Udon Thani, Wat Chedi Luang in Chiang Mai, Wat Arun in Bangkok and Ko Thalu in Rayong.
Udon Thani provides one of the clearest examples. TAT reported that the Red Lotus Sea recorded a 79.66% increase in visitors and a 208.07% rise in tourism revenue in February 2026.
The seasonal attraction is known for its large lake covered with blooming red lotus flowers and has become one of the destinations associated with the campaign.
View this post on Instagram
From Bangkok Temples to Northern Landscapes
Lisa’s Thailand campaign also takes travellers beyond the country’s most established destinations.
In Bangkok, Wat Arun provides a cultural starting point. The temple was also chosen as the location for the official launch of Lisa’s role as Amazing Thailand Ambassador, linking one of the capital’s best-known landmarks with the campaign’s modern approach to Thai tourism.
Chiang Mai offers a different experience through Wat Chedi Luang, one of the city’s notable historic temples. The destination reflects the campaign’s focus on combining Thailand’s cultural heritage with more immersive travel experiences.
Further north, TAT’s campaign film features destinations such as Thi Lo Su Waterfall in Tak and Wat Pha Sorn Kaew in Phetchabun. Thi Lo Su is surrounded by forest and known for its multi-tiered waterfall, while Wat Pha Sorn Kaew sits among the mountains of Khao Kho.
The campaign also highlights Thailand’s natural landscapes. At the Red Lotus Sea, visitors can experience the lake during the flowering season, while Ko Thalu in Rayong offers a quieter coastal setting. Khao Sok National Park in southern Thailand also recorded a 34% increase in visitors between February and June 2026, according to TAT.
Thailand Looks Beyond Mass Tourism
For TAT, the campaign is part of a wider effort to spread tourism activity across Thailand rather than concentrating visitors in major destinations.
The agency has highlighted revenue growth in provinces including Phayao, Chiang Rai and Lampang during the first five months of 2026.
It plans to continue promoting secondary destinations as part of its 2027 tourism strategy, with greater emphasis on value and meaningful travel rather than visitor volume alone.
The Lisa campaign shows how celebrity influence can be used to introduce travellers to destinations they may not previously have considered. For Thailand, the goal is no longer simply to make people recognise the country, but to encourage them to search for destinations, plan trips and experience different parts of the kingdom.
With Lisa providing the global connection, Thailand is using storytelling to turn interest in one of its best-known stars into curiosity about the wider country.
