- New 2026 campaign to spark the next wave of the “LISA Effect” as the Amazing Thailand Ambassador showcasing iconic Thai destinations and cultural pride
The Tourism Authority of Thailand (TAT) is preparing a new campaign featuring Thailand native, world renowned rapper, singer, dancer and actress Lalisa “LISA” Manobal as the Amazing Thailand Ambassador, set to launch with a teaser in early January 2026. The initiative aims to ignite the next wave of the “LISA Effect” and inspire travelers to rediscover Thailand’s diverse destinations through her unique perspective.
Ms. Thapanee Kiatphaibool, TAT Governor, said LISA’s influence and creativity will play a vital role in presenting Thailand to audiences in a new light, highlighting both our iconic attractions and hidden gems while instilling pride among Thais and confidence among visitors. This aligns with TAT’s strategy to reinforce Thailand’s position as a leading destination.”
Following LISA’s appointment in October, the campaign has already sparked nationwide excitement and strong public engagement. Social media users have been actively sharing destinations they hope to see featured in her journey, reflecting a collective pride in showcasing Thailand. TAT has integrated these public insights into the campaign’s creative direction to ensure that LISA’s travels highlight the country’s cultural diversity, scenic beauty, and authentic lifestyle experiences.
LISA’s appointment forms part of TAT’s strategy to strengthen Thailand’s image by leveraging her powerful appeal. The “LISA Effect” first gained attention in 2021 with the release of her “LALISA” music video, which featured landmarks in Buri Ram such as Prasat Hin Phanom Rung. Visitor numbers to the site subsequently doubled following the video release while local businesses — from cafés to street food vendors, including the province’s signature meatball delicacies — benefited from a surge of fans retracing her footsteps.
Her influence continued in 2024 when the “Rockstar” music video, filmed in Bangkok, turned Yaowarat and other filming sites, including the defunct Oscar Theater on Phetchaburi 39, into instant travel hotspots. The video’s popularity — reaching 10 million views within six hours — sparked a surge in Google searches for “Yaowarat,” which later earned Bangkok’s Chinatown district the nickname “The Hollywood of Thailand.”
In 2025, LISA’s appearance in Thailand’s coastal locations, including Ko Samui in Surat Thani and Ko He in Phuket, further boosted tourism. Ko Samui alone recorded a 51% increase in visitor arrivals in the second quarter of 2025. Her recent visit to Ayutthaya, where she donned modern Thai attire at historical temples — Wat Mahathat, Wat Mae Nang Pleum, and Wat Na Phramen — also inspired a new cultural trend of “wearing Thai fabrics to temples,” helping revitalise traditional craft industries and community tourism.
Building on this success, TAT’s 2026 campaign featuring LISA as the Amazing Thailand Ambassador will continue to showcase Thailand’s dynamic blend of culture, creativity, and natural beauty to travelers. LISA’s upcoming journeys are expected to further elevate Thailand’s image as a world-class destination that embodies the spirit of the Amazing Thailand brand.
