BANGKOK — Lisa Manobal, the Thai-born K-pop superstar from BLACKPINK, has officially accepted the role of Thailand’s tourism ambassador under the “Amazing Thailand Ambassador” initiative, according to Thapanee Kiatphaibool, Governor of the Tourism Authority of Thailand (TAT).
Governor Thapanee announced on October 15 that partnering with Lisa represents a pivotal moment for Thai tourism, offering an opportunity to showcase the country’s charm, diversity, and attractions through a fresh lens that will resonate with both domestic and international audiences.
Ambitious Revenue Targets
The TAT projects this collaboration will attract between 5 to 10 million additional foreign tourists, generating revenue of 250 to 500 billion baht ($8.06 to $16.13 billion USD). Officials anticipate that 2026 tourism revenue could surpass 2019 figures—Thailand’s best tourism year on record, which brought in approximately 3 trillion baht ($96.77 billion USD).
“We chose Lisa because she is a global icon with proven, sustained success and an enormous fan base,” Thapanee explained. “Her involvement will significantly increase visibility through our joint campaigns and help position Thailand as a premium quality destination, driving growth across multiple sectors.”
Reinforcing Thailand’s Premium Image
In her new role, Lisa will represent Thailand as a leading quality travel destination. The TAT remains committed to positioning the country as both high-quality and safe, welcoming visitors with authentic Thai warmth and hospitality.
This partnership reinforces Thailand’s image as a “Quality Leisure Destination” while strengthening confidence in “Trusted Thailand”—a place where every journey creates meaningful and lasting memories.
Campaign Details and Timeline
Governor Thapanee revealed that TAT has signed a contract with Lisa and her company, LLOUD Co., covering the period from September 29, 2025, to September 29, 2026.
The campaign includes a 60-second advertisement featuring Lisa, which TAT will edit into 30-second and 15-second clips, plus an additional 30-second promotional teaser. The content is scheduled to launch in January 2026, with Lisa participating in an exclusive special event.
Leveraging Social Media Power
The campaign will also include 12 promotional photographs. With Lisa’s Instagram following exceeding 100 million users, the reach potential is substantial. The agreement includes one post on Lisa’s personal Instagram account and one on LLOUD Co.’s channels. Additionally, TAT and its overseas offices can share this content across Amazing Thailand platforms for various marketing purposes.
Based on Lisa’s previous brand partnerships, such as with Celine—which generated an estimated media value (EMV) of over $29 million USD—a single post from Lisa can dramatically expand audience reach. TAT estimates this collaboration could attract at least 1 billion online views.
Converting Engagement to Tourism
If just 5-10% of this online engagement converts into actual visits or “fan tourism,” Thailand could see more than 5-10 million additional tourists by 2026. Fan tourists represent a lucrative market segment, typically spending approximately 50,000 baht ($1,613 USD) per trip, aligning perfectly with Thailand’s strategy to attract high-value travelers.
“Our hope is that with Lisa helping present Thailand in its best light, we can achieve 2026 revenue figures that match or exceed 2019 levels,” Governor Thapanee stated.
A Collective Effort Required
However, she emphasized that TAT cannot shoulder the entire burden alone. Success will require cooperation from all sectors, including security agencies and local communities.
“A positive image depends on everyone in the country,” Thapanee concluded, stressing that maintaining Thailand’s reputation as a world-class destination is a shared responsibility.
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