The initiative reflects TAT's efforts to evolve how Thailand is communicated as a destination in response to today's changing traveller behaviours and digital landscape, using contemporary stories, content, and perspectives to connect audiences with Thailand's unique charm. As part of the initiative, LISA, as the Amazing Thailand Ambassador, helped showcase Thailand's stories and perspectives to travellers through the "Feel All the feelings" campaign, sparking widespread conversation and inspiring people to experience and discover Thailand for themselves.
Ms. Thapanee Kiatphaibool, Governor of the TAT, said: "The Amazing Thailand Ambassador project was initiated with TAT's intention to explore new ways of communicating Thailand in line with the behaviours of today's travellers. Travel decisions are no longer driven solely by searches for destination information. They are increasingly influenced by stories, content, and experiences that inspire people and create an emotional connection even before the journey begins.
"TAT reinforced this approach through the 'Feel All the feelings' campaign, introducing new perspectives on Thailand through people and stories that can resonate with audiences across different cultures. As the Amazing Thailand Ambassador, LISA helped convey Thailand's charm through a contemporary, authentic, and more accessible perspective for younger audiences. The campaign also demonstrated how Thai identity can connect naturally and creatively with tourists, while highlighting the many destinations across Thailand that each possess their own distinctive character and charm, waiting to welcome travellers to experience and share their memorable journeys."
The official launch of the Amazing Thailand Ambassador at Wat Arun Ratchawararam Ratchawaramahawihan captured the attention of media, creators, travellers, and online audiences, driving widespread conversations about Thailand. The launch generated a PR value of up to THB 409 million. TAT then introduced a key activation that transformed communication into participation under the theme "Feel All the feelings, Seeking Thailand's Wonders," inviting people to embark on journeys inspired by the charm of Thailand and discover its stories, experiences, and unique character alongside LISA. The initiative turned on-screen inspiration into real-life travel experiences. Throughout the project, TAT emphasised the power of communication to amplify Thailand's stories, build awareness, and encourage meaningful participation. The results reflected the campaign's broad reach, generating more than 448 million impressions across media and various channels, over 89.4 million total TVC views, and more than 464 million media engagements, while generating a total PR value of over THB 567 million.
The campaign's success also translated into travel behaviour and economic activity across destinations. According to Traveloka, in 2026, demand for travel to Thailand among international travellers increased by 10%, while demand among Thai travellers increased by 25%. Meanwhile, accommodation bookings in Thailand by travellers from Southeast Asia grew by more than 30% compared with the previous year. Several destinations also gained increased attention from travellers inspired to follow LISA's journey as the Amazing Thailand Ambassador, including Red Lotus Sea in Udon Thani, Wat Chedi Luang Varavihara in Chiang Mai, Wat Arun Ratchawararam Ratchawaramahawihan in Bangkok, and Koh Talu in Rayong. Red Lotus Sea in Udon Thani recorded a 79.66% increase in tourist visits and a 208.07% increase in tourism revenue in February 2026. Khao Sok National Park also welcomed 34% more visitors between February and June 2026. These figures reflect growing interest in a wider range of destinations and travel experiences across Thailand. At the regional level, tourism revenue also grew between January and May 2026, increasing by 8.48% in Phayao, 3.11% in Chiang Rai, and 2.83% in Lampang. The figures highlight growing interest in destinations beyond major tourist cities and opportunities for tourism to generate economic value across communities with distinctive local identities and experiences.
The Governor of the TAT added, "What we have seen throughout the project demonstrates that tourism communication today is no longer simply about telling people what Thailand has to offer. It is about inspiring people to want to travel and discover it for themselves. As the Amazing Thailand Ambassador, LISA has helped showcase the charm of Thailand through a contemporary perspective, inviting travellers to experience the country in ways that feel fresh, vibrant, and naturally connected to diverse cultures."
In 2027, TAT will mark an important turning point for Thailand's tourism industry under the concept of 'The Year of Transformation,' shifting the focus from volume-driven growth to value-driven growth. This will build on the many stories of Amazing Thailand still waiting to be discovered—from destinations and people to culture and distinctive experiences found along different travel routes. TAT will continue to create new forms of communication and travel experiences to encourage visitors to explore beyond Thailand's major cities and discover secondary destinations across the country. Through this approach, TAT aims to position Thailand as Asia's No. 1 High-Value & Meaningful Destination, encouraging travellers from around the world to return and experience the country again and again.
Contact Information International Public Relations Division Tourism Authority of Thailand Tel: +66 (0) 2250 5500 ext. 4545-48 Fax: +66 (0) 2250 0246 E-mail: prdiv3@tat.or.th Website: www.tatnews.org
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