The promotional effort of Thailand using BLACKPINK member Lisa Manoban’s celebrity has borne fruit, bringing in over THB 567 million worth of publicity and making waves across the globe.
Kicking off in January 2026, the Feel All The Feelings campaign by the Tourism Authority of Thailand (TAT) introduced Lisa, a native Thai singer and BLACKPINK member, as the tourism promoter for Thailand.
TAT mentions that the promotional video of Lisa has garnered over 89.4 million views while coverage gained through the media and other sources has turned out to be 464 million. The campaign has changed people’s thinking regarding travel and aroused their curiosity concerning destinations shown in the video.
Looking at the numbers of the campaign, TAT Governor Thapanee Kiatphaibool noted that the campaign successfully supported the tourism picture of Thailand and raised awareness of other tourism sites apart from well-known cities.
Among the places benefiting from the campaign is the Red Lotus Sea in Udon Thani, where Lisa starred in a tourism advertisement photo shoot. In February 2026, the site noted a 79.66% increase in visitors compared to the previous year. The tourism revenue of the region skyrocketed by 208.07%.
Another place from Lisa’s promotional video is Khao Sok National Park, which also registered an increase in tourist visits. In the period from February to June the number of visits to the park rose by 34%.
The promotion video presents other tourist attractions, including Wat Chedi Luang in Chiang Mai, Wat Arun in Bangkok, and Ko Thalu in Rayong. The impact of the campaign was registered in alternatives not included in the video—according to TAT, Phayao evidenced an 8.48% increase in tourism revenue during the first five months of 2026.
These findings align with Thailand’s overall tourism strategy into 2027, that intends to place emphasis on value-based trips and motivate tourists to visit less-traveled destinations as opposed to merely focusing on well-known cities.
The aim of TAT is to position Thailand as Asia’s top destination for meaningful travel with substantial value and to draw visitors from all corners of the World to learn about the country’s culture, nature, and communities.
Lisa’s international fame allowed Thailand to gain huge global recognition and at the same time, the campaign’s focus on various destinations demonstrates the country’s intention to share the fruits of tourism more equally. Demonstration of how celebrity endorsement can raise tourist attention and inspire the journey beyond the usual routes.
