TAT reports over 448m exposures for Lisa’s Thailand campaign on September 15

The Tourism Authority of Thailand (TAT) said on Tuesday (September 15, 2026) that its Amazing Thailand Ambassador campaign featuring Lisa had generated more than 448 million media exposures. TAT governor Thapanee Kiatphaibool also cited rising visitor numbers and tourism revenue at Thai destinations in outlining the campaign’s results.

According to TAT, Udon Thani’s Red Lotus Sea recorded a 79.66% increase in visitors and a 208.07% rise in tourism revenue in February 2026.

Traveloka reports stronger demand for Thailand trips

Traveloka figures cited by TAT showed that international demand for travel to Thailand increased by 10% in 2026, while travel demand among Thai travellers rose by 25%. Accommodation booking demand in Thailand from Southeast Asian travellers grew by more than 30% compared with the previous year.

TAT identified destinations attracting interest from travellers following the Lisa campaign, including the Red Lotus Sea in Udon Thani, Wat Chedi Luang in Chiang Mai, Wat Arun in Bangkok and Ko Thalu in Rayong. The destinations also feature in the agency’s ambassador-related travel activities.

Khao Sok National Park recorded a 34% increase in visitor numbers between February and June 2026, according to TAT. The agency said the results reflected growing interest in a wider range of destinations and travel experiences.

TAT also reported tourism revenue growth between January and May 2026 of 8.48% in Phayao, 3.11% in Chiang Rai and 2.83% in Lampang. The agency cited the provincial figures as evidence of traveller interest and economic opportunities spreading beyond Thailand’s main destinations.

Lisa campaign films attract more than 89.4 million views

TAT said advertising films for the Amazing Thailand Ambassador campaign attracted more than 89.4 million views. Engagement across media and other channels reached 464 million, while the campaign generated more than 567 million baht in publicity value.

The 567-million-baht figure is TAT’s valuation of the campaign’s publicity, rather than tourism revenue. Media exposures, advertising views and engagements were reported as separate measures.

The official launch of Lisa as Amazing Thailand Ambassador at Wat Arun in Bangkok drew attention from journalists, content creators, tourists and online audiences. TAT put the publicity value generated by the launch at as much as 409 million baht.

TAT extends Lisa campaign from promotion to participation

TAT followed the initial promotion with “Feel All the Feelings, Seeking Thailand’s Wonders”, an initiative designed to turn inspiration from the campaign into travel. The activity encouraged people to explore Thailand’s destinations, stories and distinctive experiences through places associated with Lisa’s ambassador role.

Thapanee said the Amazing Thailand Ambassador project was developed to reflect changing traveller behaviour and the digital environment. Travel decisions were no longer based solely on information about destinations, but also on stories, content and experiences that could inspire people and create an emotional connection before departure.

Through “Feel All the Feelings”, TAT used Lisa’s perspective to present Thailand’s appeal in a contemporary, natural way that could connect with younger audiences and people from different cultures. The campaign’s emphasis was on the feelings and meaning associated with travel, rather than attractions alone.

TAT said Lisa’s role also showed how Thai identity could connect creatively with international audiences while drawing attention to destinations with distinctive local character. Throughout the project, the agency focused on using communications to broaden awareness of Thailand and encourage people to participate, travel and share their experiences.

Thapanee said tourism communications today were not simply about telling people “what Thailand has to offer”, but about inspiring them to discover the country for themselves. Lisa’s involvement, she said, helped present Thailand in fresh and vibrant ways that could connect naturally across cultures.

TAT plans higher-value tourism push for 2027

TAT plans to move Thailand’s tourism industry towards growth based on value rather than visitor volume in 2027 under the concept “The Year of Transformation”.

TAT said the next phase would build on the country’s destinations, people, culture and the different experiences available along individual travel routes. New forms of communication and tourism experiences would be developed to spread traveller interest from major cities to secondary destinations.

TAT’s ambition is to position Thailand as “Asia’s No.1 High-Value & Meaningful Destination”, encouraging travellers from around the world to return.