Picture courtesy of The Nation

The Tourism Authority of Thailand (TAT) has appointed global superstar Lalisa Manobal, known as LISA, as its Amazing Thailand Ambassador for 2026, aiming to generate record tourism revenue of at least 3 trillion baht this year. Officials say the move is designed to attract an additional five to ten million “high-quality”, high-spending international visitors and to revitalise Thailand’s tourism-driven economy. The announcement signals an immediate shift towards premium positioning in global tourism markets.

The strategy was outlined in reporting and confirmed by TAT Governor Thapanee Kiatphaibool. Thailand’s tourism sector is seeking to surpass its pre-pandemic peak of 2019, when revenues reached a previous record, with the new target equivalent to about $88.5 billion. The appointment builds on the global popularity of LISA, a Buriram-born artist with a social media following exceeding 100 million.

TAT officials cited what they describe as the “LISA Effect”, referring to previous instances where LISA’s personal endorsements of Thai street food, traditional textiles and herbal inhalers led to rapid international demand. Thapanee said LISA’s involvement would help reposition Thailand from a mass-market destination to a high-value, premium experience. The authority believes her influence can translate digital engagement into tangible travel demand.

The year-long collaboration runs from September 2025 to September 2026 and is facilitated through LISA’s management company, LLOUD Co. Promotional activities include a flagship 60-second cinematic advertisement, shorter digital edits, and targeted social media posts expected to generate more than one billion impressions. TAT also drew comparisons with LISA’s luxury brand partnerships, noting that a single post for Celine previously generated media value exceeding $29 million.

To encourage physical visits rather than online engagement alone, TAT plans an exclusive event in late January 2026. The agency will also release limited-edition merchandise that cannot be purchased, reserving it for visitors who take part in specific tourism activities or travel to designated “Unseen” quality destinations. These measures are intended to drive visitor movement beyond major hubs.

While highlighting LISA’s global reach, Thapanee stressed that achieving the 3-trillion-baht target requires cooperation nationwide. She called on the public to act as hospitable hosts and urged government agencies to maintain strict safety and security standards. The focus remains on attracting travellers who typically spend around 50,000 baht per trip.

The Nation reported that TAT expects the campaign to run throughout 2026 and to influence Thailand’s tourism strategy beyond that year. Officials believe success will depend on sustaining service quality alongside high-profile promotion. The authority aims to secure Thailand’s position as a leading global destination in the post-pandemic era.

Key Takeaways

• TAT aims to generate at least 3 trillion baht in tourism revenue by appointing LISA as its 2026 ambassador.

• The campaign targets five to ten million additional high-spending international visitors.

• Promotional activities will run from September 2025 to September 2026, combining advertising, events and exclusive incentives.

  

Adapted by ASEAN Now from Nation 2026-01-10

 

 

Did they not try this a few years ago Quality Tourists!!!

Quality tourists by K -pop????

Folks Lisa is going to bring 1,000,000,000,000 ,000,000,000,000 trillion zillion baht into Thailand.

Everyone is going to be a millionaire (including you) driving Mercedes cars. No one will need to work anymore.

Hail Lisa....

Hatrs gotta hate.

Again and again its allways about money.Trillions and billions on daily bases.

5-10 million high spenders????Im sure mostly of these will be indians who stay in tents at a beach.And the rest criminal russians and Israelis who just come for claiming land and moskees everywhere.

On 1/10/2026 at 3:44 PM, Georgealbert said:

Thapanee stressed that achieving the 3-trillion-baht target requires cooperation nationwide. She called on the public to act as hospitable hosts and urged government agencies to maintain strict safety and security standards.

How is TAT going to make this happen?

The Tourism Authority of Thailand (TAT) has appointed global superstar Lalisa Manobal, known as LISA, as its Amazing Thailand Ambassador for 2026, aiming to generate record tourism revenue of at least 3 trillion baht this year.

And that's just from pork-ball sales.

this is all fairy tale TAT making silly statements and getting payed for it,she is not known in uk,eaurope,usa or Russia !. so how will she pull tourist from those areas, , ' go on now pull the other one ' !!!

Just now, portisaacozzy said:

this is all fairy tale TAT making silly statements and getting payed for it,she is not known in uk,eaurope,usa or Russia !. so how will she pull tourist from those areas, , ' go on now pull the other one ' !!!

Lisa and Blackpink are extremely popular in the the UK, Europe and USA. Not so sure about Russia, though.

1 minute ago, brewsterbudgen said:

Lisa and Blackpink are extremely popular in the the UK, Europe and USA. Not so sure about Russia, though.

Thank you TAT ?

On 1/11/2026 at 6:05 AM, redwood1 said:

Folks Lisa is going to bring 1,000,000,000,000 ,000,000,000,000 trillion zillion baht into Thailand.

Everyone is going to be a millionaire (including you) driving Mercedes cars. No one will need to work anymore.

Hail Lisa....

Ah, but TAT only said "seeks to" or "aiming to" or "intended to" - in line with their usual "hopes to" type comments!

Who is this Lisa, who knows her, would she influence many prospective tourists.

1 hour ago, brewsterbudgen said:

Lisa and Blackpink are extremely popular in the the UK, Europe and USA. Not so sure about Russia, though.

Never heard of her....maybe she is known by more younger kids...who can't afford to travel.

On 1/10/2026 at 3:44 PM, Georgealbert said:

Officials say the move is designed to attract an additional five to ten million “high-quality”, high-spending international visitors and to revitalise Thailand’s tourism-driven economy.

I don't see those "high-quality" tourists holidaying alongside those masses of Indians they've attracted. No way.

Well, I cannot see a characterless face like this young lady blowing fresh life into a dying industry. Good for her as her remuneration must be brilliantly nice, some geeks enjoy their 15 minutes of fame next to "suppa satahh" (super star).

Get immigration streamlined and facilitate visa procedure, arrival and departure handling as well as all those crooks cheating and lying 24/7 when tourists are involved or concerned.

The product as a whole has to be attractive and just a face of a (possibly very able) your lady alone ...... I rest my case!

6 hours ago, Xonax said:

How is TAT going to make this happen?

TAT has a special dream machine.

...Pretty Sad...

...Better If The Just Stop Thinking Out Loud...(?)

...Besides Being An Insult To Humanity...(?)

6 hours ago, Xonax said:

How is TAT going to make this happen?

They may hire Cat Stevens to sing about her.

Clutching at straws. There’s a down turn in tourism in SE Asia. Cambodia, Laos and Vietnam have had significant drop in figures too. The Thai numbers are primarily driven by a sharp decline in short haul tourists, especially from China, due to concerns about safety, scams and regional instability and the Baht being so strong. Recovery is not going to be instantaneous but transitional as economic pressure and reduced spending are increasing and affects tourism worldwide. This is what TAT should understand and be focused on.

Ah, yes, the regular Thai fixation on endlessly boasting about billions and zillions of baht in income.

Minutes later, it’s a full-scale manhunt for a few unfortunate foreigners with hospital bills, followed by inspired proposals to slap every foreign arrival with airport taxes to fund hospitals, parks, and assorted “amenity upgrades.”

By the following week, we’re solemnly informed that overtourism is destroying everything.

The consistency is truly breathtaking.

15 hours ago, IsaanGuy said:

Clutching at straws. There’s a down turn in tourism in SE Asia. Cambodia, Laos and Vietnam have had significant drop in figures too. The Thai numbers are primarily driven by a sharp decline in short haul tourists, especially from China, due to concerns about safety, scams and regional instability and the Baht being so strong. Recovery is not going to be instantaneous but transitional as economic pressure and reduced spending are increasing and affects tourism worldwide. This is what TAT should understand and be focused on.

The baht is the problem. My family will not go this year. We can afford it, but I want more for my dollar.

20 hours ago, Aussie999 said:

Never heard of her....maybe she is known by more younger kids...who can't afford to travel.

As opposed to old geezers...who can't afford to travel?

19 hours ago, Sydebolle said:

Get immigration streamlined and facilitate visa procedure, arrival and departure handling as well as all those crooks cheating and lying 24/7 when tourists are involved or concerned.

I arrived last week, jetway to car rental booth in 18 minutes. On the road in under 45 minutes.

My mate departed last night. Pattaya to BKK in 65 minutes. Kerbside drop-off to departure lounge in 30 minutes.

It's all about being organised.

2 hours ago, NanLaew said:

As opposed to old geezers...who can't afford to travel?

Actually, many "old geezers" do travel, if you are in fact, in Thailand, just look around..khun ting tong.

39 minutes ago, Aussie999 said:

Actually, many "old geezers" do travel, if you are in fact, in Thailand, just look around..khun ting tong.

It's OK. No need to get your knickers in a twist. So you are an out-of-touch old traveller. No shame in that. You're not alone.