Thailand’s ‘Feel All The Feelings’ Campaign with Lisa Aims to Evoke Emotional Connection Beyond Sight
Tourism Authority of Thailand positions global superstar Lisa at the centre of a new strategy to deepen international perceptions of the country’s experiential appeal
Thailand has launched a major new tourism campaign designed to make travellers experience the country in a more personal and emotional way, with global star Lalisa “Lisa” Manoban appointed as the Amazing Thailand Ambassador under the theme “Feel All The Feelings.” Unveiled on January twenty-eighth at the historic Wat Arun temple in Bangkok, the initiative marks a strategic shift by the Tourism Authority of Thailand to promote the nation not merely as a scenic destination but as a place where every journey evokes deep and meaningful impressions.
The campaign emphasises emotional resonance and authentic experiences that go beyond visual recognition alone, aiming to embed lasting memories in the hearts of visitors.
Thailand’s tourism leadership has explained that the campaign leverages Lisa’s global influence and personal connection to the country to help international audiences understand Thailand’s cultural depth and emotional richness.
Rather than focusing only on landmarks, the narrative highlights moments of connection with local people, cultural traditions and the atmosphere of distinct regions, reinforcing Thailand’s identity as a quality leisure destination.
The campaign is supported by a series of advertising films and creative storytelling pieces distributed across global platforms.
These films explore a wide range of emotions inspired by travel in Thailand, from serenity and joy to inspiration and belonging, reflecting the diversity of experiences available across the kingdom’s landscapes and heritage.
Other prominent Thai figures also appear in the campaign, strengthening its message and presenting a modern yet culturally grounded image of the country.
Positioned within the broader Trusted Thailand framework, the initiative underscores the government’s commitment to safety, service quality and visitor confidence as key pillars of tourism growth.
By placing emotional experience at the centre of its message and partnering with one of the world’s most recognisable artists, Thailand aims to reshape how travellers perceive the country and encourage deeper, more lasting connections that extend well beyond the journey itself.
The campaign emphasises emotional resonance and authentic experiences that go beyond visual recognition alone, aiming to embed lasting memories in the hearts of visitors.
Thailand’s tourism leadership has explained that the campaign leverages Lisa’s global influence and personal connection to the country to help international audiences understand Thailand’s cultural depth and emotional richness.
Rather than focusing only on landmarks, the narrative highlights moments of connection with local people, cultural traditions and the atmosphere of distinct regions, reinforcing Thailand’s identity as a quality leisure destination.
The campaign is supported by a series of advertising films and creative storytelling pieces distributed across global platforms.
These films explore a wide range of emotions inspired by travel in Thailand, from serenity and joy to inspiration and belonging, reflecting the diversity of experiences available across the kingdom’s landscapes and heritage.
Other prominent Thai figures also appear in the campaign, strengthening its message and presenting a modern yet culturally grounded image of the country.
Positioned within the broader Trusted Thailand framework, the initiative underscores the government’s commitment to safety, service quality and visitor confidence as key pillars of tourism growth.
By placing emotional experience at the centre of its message and partnering with one of the world’s most recognisable artists, Thailand aims to reshape how travellers perceive the country and encourage deeper, more lasting connections that extend well beyond the journey itself.
