Thailand Bets on Blackpink’s Lisa to Reinvigorate Chinese Tourist Arrivals
As Chinese visitor numbers slump, Thailand’s tourism authority deploys global star Lalisa ‘Lisa’ Manobal in a high-profile ambassador role to help reignite interest among holidaymakers from China and beyond
Thailand has unveiled a major tourism push anchored by global star Lalisa “Lisa” Manobal of Blackpink, hoping her appointment as Amazing Thailand Ambassador will help attract international visitors, including those from China, whose arrivals have fallen sharply.
The Tourism Authority of Thailand launched the “Feel All the Feelings” campaign at Bangkok’s Wat Arun with Lisa as its centerpiece, positioning her enormous global profile and her status as a Thai national to offer fresh perspectives on the country’s cultural richness and memorable travel experiences.
Thailand’s tourism sector has struggled with an extended slump in Chinese arrivals, once the kingdom’s largest source market, which last year contracted by nearly thirty per cent to around 4.5 million visitors, according to Thai authorities — a downturn attributed to safety concerns, strong currency headwinds and shifting travel patterns in China.
The TAT campaign aims to counter this trend by leveraging what officials describe as the “Lisa Effect,” using her global influence to spark enthusiasm for Thailand’s heritage sites, local communities and immersive experiences rather than just scenic locations.
The initiative also aligns with the broader Trusted Thailand programme, emphasising safe, high-quality travel and encouraging Thai residents to act as gracious hosts to visitors.
Analysts and tourism operators note that while the celebrity-driven marketing has the potential to boost Thailand’s visibility in key overseas markets, including China, its effectiveness will depend on broader factors such as travel policies, regional competition and underlying economic conditions in source countries.
Early content from the campaign has generated significant attention on social media and among international fan communities, reinforcing Thailand’s image as a welcoming destination that offers both emotional resonance and cultural depth — qualities that tourism officials hope will translate into renewed interest and travel bookings from Chinese tourists and beyond.
The Tourism Authority of Thailand launched the “Feel All the Feelings” campaign at Bangkok’s Wat Arun with Lisa as its centerpiece, positioning her enormous global profile and her status as a Thai national to offer fresh perspectives on the country’s cultural richness and memorable travel experiences.
Thailand’s tourism sector has struggled with an extended slump in Chinese arrivals, once the kingdom’s largest source market, which last year contracted by nearly thirty per cent to around 4.5 million visitors, according to Thai authorities — a downturn attributed to safety concerns, strong currency headwinds and shifting travel patterns in China.
The TAT campaign aims to counter this trend by leveraging what officials describe as the “Lisa Effect,” using her global influence to spark enthusiasm for Thailand’s heritage sites, local communities and immersive experiences rather than just scenic locations.
The initiative also aligns with the broader Trusted Thailand programme, emphasising safe, high-quality travel and encouraging Thai residents to act as gracious hosts to visitors.
Analysts and tourism operators note that while the celebrity-driven marketing has the potential to boost Thailand’s visibility in key overseas markets, including China, its effectiveness will depend on broader factors such as travel policies, regional competition and underlying economic conditions in source countries.
Early content from the campaign has generated significant attention on social media and among international fan communities, reinforcing Thailand’s image as a welcoming destination that offers both emotional resonance and cultural depth — qualities that tourism officials hope will translate into renewed interest and travel bookings from Chinese tourists and beyond.
