Thailand has unveiled a new global tourism campaign, ‘Feel All the Feelings,’ with international music icon Lalisa “Lisa” Manobal named as its official ambassador, marking one of the country’s most high-profile promotional initiatives in recent years.

The Tourism Authority of Thailand announced the campaign in Bangkok, positioning Lisa’s worldwide influence and strong personal connection to Thailand as a central pillar in efforts to reinvigorate tourism demand and elevate the country’s brand on the global stage.

The campaign is designed to shift Thailand’s tourism narrative beyond traditional sightseeing, focusing instead on emotional connections, cultural immersion and meaningful travel experiences.

Officials said Lisa’s role reflects her ability to resonate with diverse audiences across Asia, Europe and the Americas, particularly younger and high-spending travellers who increasingly seek authentic and emotionally engaging destinations.

As part of the initiative, Lisa will feature in promotional films and digital content highlighting Thailand’s heritage, cuisine, festivals and everyday cultural warmth.

The Tourism Authority said the campaign aligns with its broader strategy to attract quality tourism, extend visitor stays and encourage repeat travel while supporting local communities and creative industries.

Tourism officials emphasised that Lisa’s appointment reinforces Thailand’s confidence in using soft power to compete in a crowded global tourism market.

Her global recognition and Thai roots are expected to amplify Thailand’s visibility at a time when international travel is recovering unevenly across regions.

The campaign rollout is scheduled to continue through major overseas markets, with a strong focus on Asia and long-haul destinations, as Thailand seeks to consolidate its position as one of the world’s most emotionally resonant travel destinations.