Southeast Asia Information Port (www.dnyxxg.com) Bangkok, December 24, 2025 – The Tourism Authority of Thailand (TAT) is preparing a new promotional campaign, officially appointing Thai-born, globally renowned rapper, dancer, and actress LISA as its “Amazing Thailand Ambassador.” The campaign will launch with a trailer in early January 2026, aiming to leverage the “LISA effect” and guide travelers to rediscover Thailand’s diverse and rich tourism destinations through her unique perspective.
TAT Governor Thapane Giatappur stated that LISA’s influence and creativity will inject new vitality into Thailand’s tourism promotion, helping to showcase Thailand’s iconic attractions and hidden gems to a global audience, enhancing Thai national pride and further boosting tourist confidence. This collaboration perfectly aligns with the TAT’s core strategy of consolidating Thailand’s leading position as a tourist destination.
Since the announcement of LISA’s appointment in October 2025, the campaign has generated widespread discussion and positive public response throughout Thailand. On social media, netizens shared their hopes for Lisa's visits, demonstrating their enthusiasm for showcasing local culture. The Tourism Authority of Thailand (TAT) has incorporated this public feedback into the event's creative planning, ensuring that Lisa's journey comprehensively presents Thailand's cultural diversity, natural beauty, and authentic lifestyle experiences.
Inviting Lisa to serve as an ambassador is a key strategic move by the TAT to leverage her powerful influence and enhance the country's tourism image. The tourism-driving effect of the "Lisa effect" is already evident: In 2021, the release of her single "LALISA" music video, featuring landmarks such as Wat Phanom Rung in Buriram Province, directly doubled visitor numbers to those attractions. Local cafes and street food stalls (including specialty meatball vendors) also benefited from fans' "follow-the-leader" journeys.
In 2024, the "Lisa effect" continued to escalate. The music video for her song "Rockstar" was filmed in Bangkok, and filming locations such as Yaowarat Road and the abandoned Oscar Theater at 39 Phetchabun Street quickly became popular tourist landmarks. The music video garnered over 10 million views within just six hours of its release, driving a surge in Google searches for "Yaowarat Road" and earning Bangkok's Chinatown the nickname "Thailand's Hollywood."
In 2025, Lisa's presence along Thailand's coastline further boosted tourism—destination destinations like Koh Samui in Surat Thani and Koh Heik in Phuket saw increased tourism popularity following her visits. Koh Samui alone experienced a 51% increase in tourist arrivals in the second quarter of 2025. Her recent visit to Ayutthaya, where she strolled through historical temples such as Wat Mahathat, Wat Phra That Doi Suthep, and Wat Naphan in modern Thai attire, sparked a new cultural trend of "traditional temple visits in Thai clothing," revitalizing traditional handicrafts and community tourism.
Building on the success of past collaborations, the Tourism Authority of Thailand's new 2026 promotional campaign will continue to center around Lisa, showcasing Thailand's vibrant culture, creative energy, and natural beauty to global travelers. Lisa's upcoming journey is expected to further enhance Thailand's image as a world-class tourist destination, accurately embodying the core spirit of the "Amazing Thailand" brand.
