Lisa from BLACKPINK Named Thailand's Tourism Ambassador for 2026

The Tourism Authority of Thailand (TAT) has officially appointed Lisa Manobal, the Thai-born global superstar from K-pop group BLACKPINK, as the Amazing Thailand Ambassador for 2026. The appointment was unveiled at a major event on January 28, 2026, attended by nearly 100 international media representatives, influencers, and opinion leaders.

The "Lisa Effect" on Tourism

Thailand is banking big on what officials call the "Lisa Effect" — the ability of one of the world's most followed celebrities to convert fan interest into real travel demand. The TAT projects this collaboration could attract between 5 to 10 million additional foreign tourists, generating revenue of 250 to 500 billion baht (approximately $8 to $16 billion USD). The impact is already visible: the Red Lotus Sea in Udon Thani reported record visitor numbers directly attributed to Lisa's influence.

Lisa, born Lalisa Manobal in Buriram province, has over 100 million followers across social media platforms. Her authentic Thai roots and global reach make her a natural fit for the campaign.

The Campaign

The partnership goes beyond a standard celebrity endorsement. A dedicated tourism advertising film has been produced, designed to promote travel across Thailand throughout 2026. The campaign was developed around the concept of making Thailand "felt, not just seen" — encouraging deeper, more immersive travel experiences.

The TAT unveiled the campaign at a spectacular event at Wat Arun (Temple of Dawn) in Bangkok, one of the country's most iconic landmarks. The event was designed to connect Lisa's image with Thailand's cultural heritage.

What Destinations Are Featured?

The campaign highlights both well-known and off-the-beaten-path destinations across Thailand, encouraging visitors to explore beyond Bangkok and the popular islands. Featured destinations include:

• Buriram — Lisa's hometown in Isan (northeastern Thailand)
• Chiang Mai — cultural capital of the north
• Bangkok — temple tours, street food, and nightlife
• Southern islands — from Phuket to lesser-known gems

The emphasis on secondary cities and regional destinations aligns with Thailand's broader sustainable tourism strategy for 2026, which aims to distribute tourism income more evenly across the country.

Sustainable Tourism Push

The Lisa campaign is part of Thailand's wider "The New Thailand" vision, which focuses on quality over quantity. Alongside the celebrity partnership, the TAT is promoting initiatives like:

• Chiang Khan in Loei province, recognized at ITB Berlin 2026 for sustainable riverside tourism
• The Mekong Riverside project across seven provinces
• Themed train journeys such as the Royal Blossom and Blue Jasmine routes

These initiatives aim to attract travelers interested in cultural immersion and environmental responsibility rather than mass tourism.

Planning Your Trip

If you are planning a visit to Thailand in 2026, the Lisa campaign is a reminder that the country has far more to offer than its famous beaches. Consider adding Isan destinations like Buriram to your itinerary, or exploring the Mekong riverside towns in the northeast for a more authentic experience. If you are a K-pop fan, there are also K-pop concerts coming to Bangkok in 2026 worth combining with your trip.

TAT has also launched the Amazing Thailand app with AI features to help visitors plan their journey, and AirAsia partnered with TAT on a Lisa-themed free flights campaign that generated enormous interest globally. For the best time to plan your trip around Thailand's festivals and seasons, see our best time to visit Thailand guide. If you want to experience Thailand's other major cultural festival in November, read our Loi Krathong & Yi Peng 2026 festival guide.