Amazing Thailand Tourism Campaign: How BLACKPINK’s Lisa is Shaping the Future of Travel in 2026

Published on December 28, 2025

Thailand’s tourism industry will begin a new chapter in 2025 with the announcement that BLACKPINK’s Lisa, one of the world’s most influential K-pop stars, will be the face of the Amazing Thailand tourism campaign. Lisa’s involvement in this initiative, as a Thai native, adds a personal touch to the campaign, which is expected to raise Thailand’s global profile as a top travel destination. Her influence, both online and through her global fanbase, is expected to have a significant impact on global travel perceptions, attracting tourists to Thailand’s rich cultural heritage, pristine beaches, and bustling cities. This move represents a new phase in Thailand’s tourism strategy, leveraging celebrity power to revitalise the industry and inspire future generations of travellers.

A Strategic Partnership: Celebrity and Tourism Synergy

The collaboration between the Tourism Authority of Thailand (TAT) and Lisa is seen as a strategic move to connect Thailand’s traditional tourism allure with modern pop culture. As a K-pop sensation with millions of followers across the globe, Lisa’s influence is unparalleled in reaching younger, digitally engaged audiences who might not have considered Thailand as their next travel destination. By appointing Lisa as the Amazing Thailand Ambassador, the country aims to tap into the global “LISA Effect”, where her cultural significance could directly drive interest in Thai tourism, especially among fans of BLACKPINK and K-pop enthusiasts around the world.

This partnership is not just about promoting Thailand’s famous landmarks. It also seeks to showcase the diverse cultural experiences that the country offers, ranging from its world-renowned cuisine and ancient temples to its modern entertainment hubs and natural wonders. The campaign’s focus will be on experiential tourism, encouraging travellers to connect with Thailand’s culture in meaningful ways, whether through culinary tours, cultural festivals, or outdoor adventures.

Setting the Stage for a Global Tourism Push

The first major step in the Amazing Thailand campaign is the launch of a promotional video that will be released in January 2026. This video, featuring Lisa, is expected to capture the essence of Thailand’s diverse offerings through a cinematic exploration of the country’s scenic beauty, cultural richness, and vibrant cities. The film will highlight iconic destinations, including Bangkok, Chiang Mai, Phuket, and Ayutthaya, while also giving viewers a glimpse into lesser-known parts of the country that are rich in history and natural allure.

Through this visual storytelling, the campaign aims to showcase Thailand as a year-round destination, capable of appealing to various types of travellers. Whether it’s a beach getaway, an adventure in the mountains, or an exploration of the nation’s cultural roots, the campaign will position Thailand as a multifaceted destination with something for every traveller.

This multimedia strategy reflects TAT’s commitment to utilising digital platforms to engage with a global audience. By integrating Lisa’s personal narrative with Thailand’s tourism offerings, the campaign seeks to create a deeper emotional connection with viewers, making them not just aware of Thailand but inspired to visit. The LISA Effect is expected to drive social media engagement and generate global conversations about the country, further cementing its position as a leading travel destination.

The Role of Celebrity Influence in Modern Tourism

Lisa’s appointment is a perfect example of how celebrity endorsement is becoming a key tool in modern tourism marketing. As social media continues to shape travel decisions, influencers like Lisa have the power to influence where people travel, what they experience, and how they share those experiences online. Thailand’s tourism board has recognised the profound impact that celebrities can have on consumer behaviour, especially in the realm of international travel.

The role of celebrity ambassadors is particularly relevant in an era where traditional marketing methods are increasingly ineffective. Celebrity influence transcends geographic boundaries and taps into cultural trends that appeal to a global audience. With Lisa, TAT has not only chosen a familiar face but one whose persona is directly tied to the global youth culture that dominates the travel market today. This makes her an ideal figure to represent Thailand in a campaign targeting younger, digitally native travellers who are more likely to base their travel decisions on influencer recommendations and social media trends.

Impact on Thailand’s Tourism Industry and Economy

The implications of this campaign go beyond mere promotional activities. Thailand’s tourism industry is one of the country’s major economic drivers, contributing significantly to its GDP. The campaign is expected to boost international arrivals and encourage longer stays, increasing expenditure in local economies. By drawing attention to Thailand’s wide range of attractions and cultural offerings, the campaign will help disperse tourist traffic more evenly across the country, benefiting both well-established tourist destinations and emerging regions.

Moreover, the campaign is likely to contribute to the creation of new jobs in sectors such as hospitality, travel services, and entertainment. Thailand’s tourism infrastructure is already one of the most developed in Southeast Asia, but this initiative will further enhance its competitiveness by attracting new segments of the global travel market, including those seeking more personalised, cultural experiences that are increasingly popular in the post-pandemic travel landscape.

Looking Ahead: Sustained Impact and Future Prospects

As the Amazing Thailand campaign continues to unfold, it is anticipated that the country will see a surge in interest from international markets, particularly those in Asia, Europe, and the Americas. With a new generation of travellers emerging post-pandemic, Thailand is poised to capitalise on the shifting patterns of global tourism. The integration of cultural experiences, combined with the power of Lisa’s international fame, will help Thailand stand out in an increasingly competitive global tourism market.

The campaign is also seen as a long-term investment in Thailand’s tourism future. While the immediate impacts of increased arrivals and global visibility will be significant, the lasting effect of celebrity endorsement will further cement Thailand’s status as a global travel leader. With Lisa at the helm, Thailand is ready to build on its success and continue attracting visitors for years to come.

A Cultural Bridge to Global Tourism

To summarise, Lisa’s collaboration with the Tourism Authority of Thailand is more than just a promotional partnership; it represents a strategic alignment of global pop culture and national tourism goals. Thailand plans to use the LISA Effect to change how the world perceives its tourism offerings. This campaign will not only raise global awareness of Thailand but will also inspire visitors to explore the country’s rich, diverse cultural tapestry, which makes it one of the world’s most captivating destinations.

As Thailand gears up for a travel resurgence in 2026, the Amazing Thailand campaign will serve as a powerful reminder of the country’s cultural influence and potential to shape the future of global tourism.