Blackpink’s Lisa Named Tourism Ambassador as Thailand Leverages Her Global Appeal
Thai-born K-pop star fronts ‘Feel All the Feelings’ campaign to showcase Thailand’s culture, heritage and emotional travel experiences
Lalisa ‘Lisa’ Manobal, member of the global phenomenon Blackpink, has been appointed as Amazing Thailand Ambassador in a strategic move by the Tourism Authority of Thailand to deepen international engagement with the kingdom’s cultural and travel experiences.
The appointment was unveiled at a high-profile launch of the “Feel All the Feelings” campaign at Bangkok’s iconic Wat Arun, an event that combined traditional pageantry with contemporary creative presentation and underlined the role of cultural heritage in the country’s tourism promotion.
The campaign, designed to reframe Thailand not just as a scenic destination but as a place of emotional resonance and personal discovery, will feature Lisa’s personal perspective on the nation’s rich traditions, living customs and everyday life.
Thai officials have said that showcasing the destination through her global platform will broaden the appeal of Thai culture and help encourage visitors to engage more deeply with local communities and the country’s diverse regions.
Lisa, who was born and raised in Thailand before rising to worldwide prominence as a K-pop artist, expressed her excitement at the opportunity to share her homeland with a global audience.
She described the role as an honour, noting her desire to reveal lesser-known facets of Thai life and travel beyond stereotypical imagery.
The “Feel All the Feelings” initiative will run throughout 2026, featuring multi-media content that highlights emotional and cultural aspects of travel, with Thailand’s tourism leadership also urging citizens to embrace their roles as welcoming hosts to international visitors.
Early indicators suggest the campaign, and the so-called “Lisa Effect,” are already driving interest in destinations beyond major urban centres.
Tourism officials have reported increased visitation to scenic locales such as Udon Thani’s Red Lotus Sea, where both Thai and foreign travellers have been drawn to natural attractions in the wake of the campaign’s launch.
This trend reflects both the rising influence of high-profile ambassadors in international travel marketing and Thailand’s push to expand its tourism footprint across secondary destinations.
The appointment was unveiled at a high-profile launch of the “Feel All the Feelings” campaign at Bangkok’s iconic Wat Arun, an event that combined traditional pageantry with contemporary creative presentation and underlined the role of cultural heritage in the country’s tourism promotion.
The campaign, designed to reframe Thailand not just as a scenic destination but as a place of emotional resonance and personal discovery, will feature Lisa’s personal perspective on the nation’s rich traditions, living customs and everyday life.
Thai officials have said that showcasing the destination through her global platform will broaden the appeal of Thai culture and help encourage visitors to engage more deeply with local communities and the country’s diverse regions.
Lisa, who was born and raised in Thailand before rising to worldwide prominence as a K-pop artist, expressed her excitement at the opportunity to share her homeland with a global audience.
She described the role as an honour, noting her desire to reveal lesser-known facets of Thai life and travel beyond stereotypical imagery.
The “Feel All the Feelings” initiative will run throughout 2026, featuring multi-media content that highlights emotional and cultural aspects of travel, with Thailand’s tourism leadership also urging citizens to embrace their roles as welcoming hosts to international visitors.
Early indicators suggest the campaign, and the so-called “Lisa Effect,” are already driving interest in destinations beyond major urban centres.
Tourism officials have reported increased visitation to scenic locales such as Udon Thani’s Red Lotus Sea, where both Thai and foreign travellers have been drawn to natural attractions in the wake of the campaign’s launch.
This trend reflects both the rising influence of high-profile ambassadors in international travel marketing and Thailand’s push to expand its tourism footprint across secondary destinations.
