The Tourism Authority of Thailand (TAT) is celebrating the success of the "Amazing Thailand Ambassador" project, featuring world-renowned artist Lalisa Manobal (Lisa) to showcase Thailand’s charm through the "Feel All the feelings" campaign, which successfully sparked travel trends and inspired the younger generation.

Thapanee Kiatphaibool, TAT Governor, stated that the project stems from a modern communication strategy tailored to digital-era behaviors, as contemporary travel decisions are driven by storytelling, content, and emotional connection, rather than simply factual destination searches.

The initial launch generated THB 409 million (~US$12.31 million) in public relations value. This was followed by the "Feel All the feelings, Seeking Thailand’s Wonders" campaign, which encouraged travelers to follow in Lisa's footsteps. Overall, the project achieved over 448 million media impressions, 89.4 million ad views, 464 million engagements, and a total public relations value of THB 567 million (~$17.06 million

According to data from Traveloka, a leading travel platform, in early 2026, foreign tourist demand for Thailand rose by 10% and domestic travel by 25%, with ASEAN hotel bookings growing by over 30%. Notable surges were seen in locations tied to Lisa, such as the Red Lotus Lake in Udon Thani—where tourist numbers jumped by 79.66% and revenue soared by 208.07%—alongside successful revenue distribution to secondary cities such as Phayao, Chiang Rai, and Lampang.

In 2027, TAT will drive a major transformation toward value-based growth, distributing visitors to secondary cities and positioning Thailand as Asia’s Number 1 High-Value & Meaningful Destination.

This milestone paves the way for Thailand to redefine its global appeal, turning creative inspiration into an invitation for travelers worldwide to experience the magic of Thailand firsthand.