Bangkok’s Tourism Authority of Thailand is reporting a marked increase in tourist arrivals at the Red Lotus Sea in Udon Thani province, with officials attributing the spike to the so-called “Lisa effect” and widespread online engagement with promotional imagery featuring global pop star Lalisa “Lisa” Manoban.

The seasonal attraction, known locally as Thale Bua Daeng, has drawn significantly larger crowds than usual this January as visitors seek to experience the striking crimson lotus blooms and recreate scenes associated with Thailand’s Amazing Thailand x Lisa tourism campaign.

The rise in visitor numbers follows the release of official posters and campaign visuals showing Lisa amid the expansive lake, which went viral across social media platforms and inspired travel interest from both domestic and international markets.

Tourism officials said Japanese tourists in particular were observed queuing for boat tickets early in the morning, signalling strong outbound travel demand tied to the campaign’s visibility.

According to the Tourism Authority, the lake has recorded an estimated fifty thousand visitors since the start of the bloom season, with foreign travellers accounting for more than half of the total.

The surge has sustained boat operators and tour services, which are now running more than one hundred trips per day and seeing robust group bookings into February.

Officials emphasised that the primary lotus fields, covering roughly forty square kilometres, are expected to remain in vibrant bloom through mid-February, while a secondary area near Don Luang Island is forecast to flower from mid-February into mid-March, extending the destination’s appeal.

Authorities have underscored the importance of managing the influx effectively, coordinating safety standards, fair pricing and visitor services to ensure a positive tourism experience.

The Ministry of Tourism and Sports has also instructed agencies to monitor tourism infrastructure and support services, including inspections of boat safety and enhancements to tourist assistance centres.

The coordinated response aims to capitalise on the marketing momentum generated by Lisa’s global profile while preserving the integrity of the visitor experience and local tourism economy.

The phenomenon reflects a broader strategy by Thai tourism authorities to leverage cultural ambassadors and digital engagement in positioning lesser-known destinations on the global travel map, supporting the country’s tourism industry as it targets substantial foreign arrivals and revenue growth in 2026.