The Tourism Authority of Thailand (TAT) has officially appointed Lalisa “Lisa” Manobal as its Amazing Thailand Ambassador, positioning the global pop icon at the heart of its Feel All the Feelings campaign and TVC.
Unveiled at Wat Arun, this initiative aims to elevate Thailand’s tourism image toward becoming a Quality Leisure Destination while inviting Thais to be Good Hosts.
It also seeks to build tourism confidence through the Trusted Thailand project, ensuring every journey is worry-free, memorable, and leads to sustainable repeat visits.
“Portraying the beauty of Thailand through the perspective of ‘Lisa – Lalisa Manobal’ will open a new perception. The campaign invites tourists to experience every emotion in Thailand as more than just a destination, but a high-quality experience in a Quality Leisure Destination,” Thapanee said.
“(Our choice of ambassador) further enhances and improves Thailand’s competitiveness, because Lisa is considered a very powerful individual in terms of connecting the dots across many different groups and subcultures – not just among the tourist population,” she told TTG Asia.
The campaign has already generated significant digital buzz, although not without scrutiny.
Promotional images released earlier in January featuring Lisa at the Red Lotus Sea in Udon Thani sparked online debate, with users questioning the heavy use of CGI and whether the star was physically present at the site.
Thapanee dismissed concerns over the production methods, noting that the viral nature of the content has served the agency’s primary goal of massive visibility.
“If we’re talking about engagement, and eyeballing, just the Red Lotus Sea now has reached over 600 million views already, which is considered very high. Certainly, part of it is from the (controversy) but the reach that has occurred resulted in engagement, and engagement has resulted in positive impact for the destination,” Thapanee said.
Additional images of Lisa at attractions in 55 different provinces will be released over the duration of the campaign, along with a series of collectible items, she told reporters.
Thapanee remains focused on the long-term conversion of this digital reach into high-value tourism arrivals.
“We want every journey in Thailand to create deep, valuable memories that stay in tourists’ hearts for a long time, sparking a desire to revisit Thailand and share these impressive stories,” she concluded.
