The Tourism Authority of Thailand (TAT) has announced that it will formally unveil world-renowned artist Lalisa “Lisa” Manobal as the country’s Amazing Thailand Ambassador on January 28, marking a major milestone in its global tourism promotion strategy.

The event, scheduled for late January in Bangkok, will bring together members of the international media, influencers, and opinion leaders from abroad to witness the debut of the full campaign film that will support Thailand’s tourism drive throughout 2026. The announcement builds on TAT’s appointment of Lisa in late 2025, positioning her as a central figure in promoting Thailand’s diverse destinations and cultural charms to the world.

TAT officials have framed the initiative as a way to harness the “LISA Effect,” leveraging her global influence to inspire both domestic and international travellers to explore Thailand’s landscapes, heritage and local experiences.

A teaser for the campaign was released earlier this month, and the January 28 launch will reveal the full creative work, including visual storytelling and key messages aimed at strengthening Thailand’s image as a leading travel destination.

Representatives from nearly 100 media outlets and content creators from around the world are expected to attend, reflecting the broad international interest in the campaign.

The ambassador role is part of TAT’s broader strategy to elevate the nation’s tourism profile, attract quality tourists, and drive sustainable travel growth in 2026. By aligning the campaign with a figure of global stature, Thai authorities hope to generate substantial international visibility and encourage real travel action, contributing to economic recovery and reaffirming Thailand’s place on the world tourism stage.

The January event is anticipated to showcase the full promotional film and associated creative elements, setting the tone for a year of targeted marketing and engagement with travellers worldwide.