Thailand Surpasses 2025 Tourism Goals on New Year Surge, TAT Eyes ‘Lisa Effect’ to Power 2026 Growth
Record travel over the year-end season helps Thailand exceed its targets for 2025, while authorities launch a campaign with global star Lisa to sustain momentum into 2026
Thailand has exceeded its key tourism benchmarks for 2025, propelled by a strong New Year travel surge and resilient domestic demand, government and industry figures say.
Although the year saw headwinds in some international source markets, the Tourism Authority of Thailand (TAT) confirmed that visitor numbers and revenue have surpassed earlier projections for the year, marking a significant milestone in the kingdom’s post-pandemic recovery.
High-season activity around Christmas and New Year generated an estimated seventy to seventy-six billion baht in tourism receipts, with domestic travellers accounting for a large share of the spending as foreign arrivals remained steady.
Across the broader year, Thailand welcomed millions of international visitors, contributing to total industry performance that outstripped revised targets set for 2025 amid global economic uncertainty and evolving travel patterns.
The strong finish reflects the continued appeal of Thailand’s destinations and the effectiveness of measures to bolster travel confidence.
Looking ahead, the TAT has announced an ambitious strategy for 2026 built on quality and brand strength.
Central to this plan is a high-profile campaign featuring global superstar Lalisa “Lisa” Manobal, appointed as the Amazing Thailand Ambassador.
A teaser for the campaign is scheduled to debut in January 2026, with the aim of harnessing what officials describe as the “Lisa Effect” — leveraging the artist’s global recognition to elevate Thailand’s tourism brand and attract a broader, high-value audience.
The campaign is designed to amplify Thailand’s cultural and scenic assets, with tailored advertising and creative content aimed at inspiring new travel decisions from around the world.
TAT Governor Thapanee Kiatphaibool emphasized that the initiative will reinforce Thailand’s position as a leading global destination by showcasing the country’s diverse attractions through fresh storytelling and international engagement.
The new campaign complements TAT’s overarching “Value is the New Volume” framework, which prioritizes sustainable, high-quality experiences over sheer visitor numbers.
By building on the momentum of 2025’s robust finish and integrating innovative, culturally rooted marketing, Thailand’s tourism sector is positioning itself for further growth in 2026 and beyond, confident that strategic investment and global appeal will continue to drive economic benefit for the nation.
Although the year saw headwinds in some international source markets, the Tourism Authority of Thailand (TAT) confirmed that visitor numbers and revenue have surpassed earlier projections for the year, marking a significant milestone in the kingdom’s post-pandemic recovery.
High-season activity around Christmas and New Year generated an estimated seventy to seventy-six billion baht in tourism receipts, with domestic travellers accounting for a large share of the spending as foreign arrivals remained steady.
Across the broader year, Thailand welcomed millions of international visitors, contributing to total industry performance that outstripped revised targets set for 2025 amid global economic uncertainty and evolving travel patterns.
The strong finish reflects the continued appeal of Thailand’s destinations and the effectiveness of measures to bolster travel confidence.
Looking ahead, the TAT has announced an ambitious strategy for 2026 built on quality and brand strength.
Central to this plan is a high-profile campaign featuring global superstar Lalisa “Lisa” Manobal, appointed as the Amazing Thailand Ambassador.
A teaser for the campaign is scheduled to debut in January 2026, with the aim of harnessing what officials describe as the “Lisa Effect” — leveraging the artist’s global recognition to elevate Thailand’s tourism brand and attract a broader, high-value audience.
The campaign is designed to amplify Thailand’s cultural and scenic assets, with tailored advertising and creative content aimed at inspiring new travel decisions from around the world.
TAT Governor Thapanee Kiatphaibool emphasized that the initiative will reinforce Thailand’s position as a leading global destination by showcasing the country’s diverse attractions through fresh storytelling and international engagement.
The new campaign complements TAT’s overarching “Value is the New Volume” framework, which prioritizes sustainable, high-quality experiences over sheer visitor numbers.
By building on the momentum of 2025’s robust finish and integrating innovative, culturally rooted marketing, Thailand’s tourism sector is positioning itself for further growth in 2026 and beyond, confident that strategic investment and global appeal will continue to drive economic benefit for the nation.
