Lalisa “LISA” Manobal Fronts New Amazing Thailand Campaign Launching January 2026
The Tourism Authority of Thailand (Tourism Authority of Thailand) is set to unveil a new global campaign starring Thailand-born global icon Lalisa “Lalisa Manobal” as the Amazing Thailand Ambassador. A teaser is scheduled for early January 2026, with the campaign designed to trigger the next wave of the much-celebrated “LISA Effect” and encourage travelers to experience Thailand through her distinctive lens.
TAT Governor Thapanee Kiatphaibool said LISA’s global influence and creative energy will help present Thailand in fresh, compelling ways—spotlighting iconic landmarks alongside lesser-known destinations—while strengthening national pride and reinforcing visitor confidence. The initiative supports TAT’s broader strategy to maintain Thailand’s standing as a premier global destination.
Since LISA’s appointment in October, public enthusiasm has surged nationwide. Social media has been abuzz with users suggesting destinations they hope to see featured, reflecting a shared eagerness to showcase Thailand’s diversity. TAT has woven this public feedback into the campaign’s creative direction, ensuring LISA’s journey highlights the country’s cultural richness, natural beauty, and authentic local lifestyles.
The power of the “LISA Effect” is well documented. In 2021, her “LALISA” music video spotlighted Buri Ram landmarks such as Prasat Hin Phanom Rung, leading to a doubling of visitor numbers and a boost for local businesses—from cafés to street food vendors known for the province’s signature meatballs.
Momentum continued in 2024 when her “Rockstar” video, filmed in Bangkok, transformed areas like Yaowarat and the former Oscar Theater on Phetchaburi 39 into must-visit spots. The video amassed 10 million views within six hours, driving a spike in searches for Yaowarat and earning the area the moniker “The Hollywood of Thailand.”
In 2025, LISA’s appearances at coastal destinations—including Ko Samui and Ko He—further accelerated tourism growth, with Ko Samui recording a 51% rise in arrivals in Q2. Her visit to Ayutthaya, where she wore modern Thai attire at historic temples, also sparked a cultural movement encouraging temple visits in Thai fabrics—revitalising traditional crafts and community-based tourism.
Building on these successes, TAT’s 2026 campaign with LISA will continue to showcase Thailand’s vibrant mix of heritage, creativity, and natural splendour—strengthening the Amazing Thailand brand and elevating the country’s profile on the world stage.
