The Tourism Authority of Thailand (TAT) is actively creating the "LISA Effect" phenomenon, planning to release a teaser in early 2026 to elevate the Amazing Thailand brand to a global Big Impact, turning every Thai location into a must-check-in landmark.
Ms. Thapanee Kiatphaiboon, Governor of the Tourism Authority of Thailand (TAT), revealed that TAT has been moving forward to create advertising content in collaboration with Lisa Manoban, the globally renowned Thai artist, in the role of Amazing Thailand Ambassador. They are preparing to create a new "LISA Effect" to ignite tourism across the country in 2026, with a teaser for the commercial film scheduled for early January 2026. This aims to intensify the communication power of the Amazing Thailand brand and push Thailand's tourism industry to achieve a Big Impact on the international stage.
"We believe Lisa's potential and influence will elevate Thailand's tourism image to attract global travelers' attention. Lisa's role as Amazing Thailand Ambassador not only inspires fans but also serves as a key mechanism to elegantly connect Thai culture, lifestyle, and tourist attractions to international audiences, aligning with TAT's goal to maintain Thailand as a leading global travel destination,"
the TAT Governor said. He added that since appointing Lisa as Amazing Thailand Ambassador last October, there has been overwhelming support on social media, with the public suggesting tourist spots nationwide for Lisa to visit. TAT has incorporated this feedback into the creative process for advertisements, including the commercial film and key visuals, allowing Thai people to participate in inviting tourists to discover Thailand from a new perspective through an artist who powerfully expresses pride in Thai identity.
In 2026, Lisa, as Amazing Thailand Ambassador, will invite tourists to experience new perspectives on Thailand's charm and experiences, continuing the important mission to enhance the country's image and stimulate actual travel. TAT aims for this campaign to be a major driving force for Thailand's tourism industry and to foster sustainable long-term growth.
Previously, the "LISA Effect" phenomenon demonstrated tangible economic and tourism impacts, starting with the 2021 music video "LALISA" that featured Buriram Province and Phanom Rung Stone Castle, turning them into popular landmarks. This led to a significant increase in tourists and boosted local economies, including tourism businesses, restaurants, and local products.
Later, in 2024, the release of the single "Rockstar," filmed in Bangkok, sparked lively tourism trends, especially around Yaowarat and nearby areas, becoming popular check-in spots for tourists worldwide. The rapid rise in views and increased searches for Thai tourist locations reflected effective communication connecting contemporary culture with tourism.
Additionally, using Thailand as a filming location for international projects in coastal tourist destinations such as Koh Samui in Surat Thani Province and Koh Hey in Phuket reinforced Thailand's image as a quality tourism spot, both for luxury relaxation and experiential travel. At the same time, showcasing the charm of the World Heritage city Phra Nakhon Si Ayutthaya through wearing modern Thai fabrics sparked the "wear Thai fabric to visit temples" trend, promoting cultural tourism and stimulating grassroots economic growth.
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