The Tourism Authority of Thailand (TAT) is advancing the "Experience Economy" by promoting the "Thai Charm" campaign, building on Lisa's influence to stimulate economic activity across all 77 provinces during the rainy season.
Ms. Thapanee Kiatphaibul, Governor of the Tourism Authority of Thailand (TAT), explained that the global tourism industry is shifting from competing through Destination Marketing to fully embracing the Experience Economy. Travelers now choose destinations not just based on attractions but on the experiences and emotions they seek from their journeys.
"TAT aims to extend its Global Campaign into a National Movement that turns inspiration into actual travel and transforms the feelings people long for into tangible experiences across every region of Thailand," she said.
Ms. Thapanee stated that in line with this, TAT has launched the "Thai Charm Feel All The Feelings" project to stimulate domestic travel during the Green Season (June–September 2026). This initiative builds on the viral influence of LISA as the Amazing Thailand Ambassador to inspire real travel. TAT has mobilized resources from 45 offices and 2 centers nationwide to present activities, festivals, travel routes, and promotions aimed at encouraging spending and distributing income to grassroots economies in major cities, attractive tourist spots, and local communities across all 77 provinces.
Additionally, TAT is advancing its strategy to attract tourists through the "Thailand Feeling Map" on its website.tourismthailand.orgThis platform allows travelers to pin and share their real travel feelings and experiences. Participants have the chance to win numerous travel incentives such as airline tickets, accommodation vouchers, spa services, and fuel cards.
Meanwhile, TAT's five regional offices are preparing major events to generate economic activity throughout the rainy season, including:
Read more about " Government Policy " here.