TAT drops first teaser for tourism campaign with BLACKPINK’s LISA

Bangkok, Thailand – The Tourism Authority of Thailand (TAT) has released the first teaser for a year-long tourism campaign featuring global pop star LISA. The clip, unveiled on 12 January, marks the start of a high-profile effort to boost Thailand’s tourism image.

The Bangkok Post reported that the campaign will include photoshoots and special merchandise, with a full commercial titled “Feel All the Feelings” set to premiere at a launch event later this month.

LISA, a member of K-pop group BLACKPINK, was named Amazing Thailand Ambassador due to her influence on consumer trends. According to The Nation, TAT cited multiple instances where her endorsement of Thai products went viral online.

“Her involvement will significantly enhance our visibility and reposition Thailand as a high-value, premium destination,” said TAT Governor Thapanee Kiatphaibool. The organisation is targeting increased tourist arrivals this year, with a revenue goal of 3 trillion baht (US $88.5b) for 2026.

“Feel All the Feelings” builds on the legacy of TAT’s 2022 campaign “Amazing Thailand: New Chapters”, which marked a strategic shift in the agency’s approach to tourism marketing. The campaign emphasised luxury experiences, regional diversity, and longer stays, while targeting foreign remote workers and retirees amidst post-pandemic changes to work and travel. TAT projected Amazing Thailand: New Chapters would generate 1.28 trillion baht (US $36.6b) in tourism revenue.