The Tourism Authority of Thailand (TAT) is preparing to unveil a new advertising film featuring global Thai star Lalisa “LISA” Manobal in January 2026, aiming to stimulate travel to Thailand through her role as Amazing Thailand Ambassador for the first time.
TAT governor Thapanee Kiatphaibool said the campaign is expected to create a fresh “LISA Effect”, generating renewed momentum for tourism across the country and sending positive ripples through Thailand’s tourism industry in 2026.
A teaser for the commercial film is due to be released in early January 2026, reinforcing the Amazing Thailand brand and supporting Thailand’s position as one of the world’s leading travel destinations for international visitors.
“Every step Lisa takes not only inspires her fans, but also elevates Thailand as a destination travellers long to visit,” Ms Thapanee said. “This new chapter created by LISA – Lalisa Manobal – will further strengthen Thai tourism and culture, enhancing the country’s image and appeal, while building on the ‘LISA Effect’ as a creative force that attracts global attention and supports sustainable growth in the tourism economy.”
MS Thapanee Said the Authority Is Attempting a Major “Big Impact” Campaign Designed To Spark Inspiration and Convert Interest Into Actual Travel.She said that since TAT announced in October that Lisa had accepted the role of Amazing Thailand Ambassador, the response had been overwhelmingly positive, with strong engagement across social media platforms. Thai people shared suggestions of destinations nationwide they would like the ambassador to visit, while encouraging domestic travel.
TAT has incorporated this online feedback into the creative development of campaign materials, including the advertising film and key visual imagery, with the aim of ensuring public participation and inviting tourists to discover Thailand from a fresh perspective through Lisa’s storytelling.
Ms Thapanee said Lisa’s influence has already demonstrated clear economic impact, citing travel trends linked to her music videos filmed in Thailand, as well as viral interest in local food spots she has mentioned publicly, which have helped drive tangible growth for local businesses.
In 2026, Lisa’s role as Amazing Thailand Ambassador will focus on encouraging fans and tourists to explore new perspectives on Thailand’s destinations and experiences, while continuing to enhance the country’s image as a popular global travel destination.
The teaser for the Amazing Thailand Ambassador advertising film is scheduled for release in early January 2026.
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