Thailand’s tourism industry received a positive boost in early 2026 with the appointment of Lisa BLACKPINK as the country’s official tourism ambassador. This strategic move was taken by the Tourism Authority of Thailand (TAT) to help revive the tourism sector, which experienced a significant downturn throughout 2025.
Lisa BLACKPINK Officially Becomes Ambassador of Amazing Thailand
On January 28, 2026, Lisa BLACKPINK, whose full name is Lalisa Manoban, was officially appointed as Thailand’s tourism ambassador. The historic announcement was made during a grand ceremony featuring fireworks and a drone show at Wat Arun Temple, one of Bangkok’s most iconic cultural landmarks.
The singer, who was born in Buri Ram, was given the title of Amazing Thailand Ambassador for the Feel All The Feelings campaign initiated by TAT. In her speech, the 28-year-old artist expressed her honor and happiness in being able to collaborate with the Thai government.
Challenges Facing Thailand’s Tourism That Require Immediate Solutions
The appointment of Lisa BLACKPINK as a tourism ambassador was not made without reason. Thailand faced serious challenges in its tourism sector throughout 2025, pushing the government to take strategic and innovative measures.
Decline in Foreign Tourist Arrivals
Official data from Thailand’s Ministry of Tourism and Sports shows that international tourist arrivals in 2025 fell sharply by 7.23 percent compared to the previous year. Thailand welcomed only 32.9 million international visitors, far below the expected target.
This decline marked the first downturn in a decade outside the pandemic period. Malaysia and Japan even managed to overtake Thailand in terms of international arrivals, welcoming 38 million and 36.9 million visitors respectively.
Decrease in Tourism Revenue
Not only did visitor numbers drop, but revenue from international tourists also declined by 4.7 percent. Thailand’s total tourism revenue in 2025 reached only around 1.53 trillion baht, equivalent to approximately USD 49 billion. This indicates that not only were fewer tourists visiting, but they were also spending less during their stay in Thailand.
Sluggish Chinese Tourist Market
Thailand’s biggest challenge has been the decline in interest from Chinese tourists, who were previously the largest and most lucrative source market. In 2025, only 4.4 million Chinese tourists visited Thailand, a sharp drop from the government’s target of 8 million.
Why Was Lisa BLACKPINK Chosen as Tourism Ambassador?
The selection of Lisa BLACKPINK as Thailand’s tourism ambassador was a carefully calculated strategy. TAT identified several strengths that make Lisa well suited for this important role.
Extraordinary Global Reach
Lisa BLACKPINK is one of the most influential K-pop artists in the world, with a fan base spanning every continent. Her personal Instagram account has more than 105 million followers, making her the K-pop idol with the highest number of Instagram followers.
TAT Governor Thapanee Kiatphaibool stated that Lisa’s influence as a global celebrity makes her a highly effective ambassador. According to her, whatever Lisa does, everyone knows—and everyone wants to follow.
Thai Roots That Strengthen Credibility
As a native Thai from Buri Ram, Lisa has an emotional connection and deep understanding of her country’s culture, values, and natural beauty. This allows her to promote Thailand in an authentic and personal way.
Lisa herself has stated that she wants to introduce Thailand from a fresher and different perspective, showcasing aspects of the country that may not yet be widely known to international travelers.
Popularity in the Asian Market, Especially China
BLACKPINK has a massive fan base in China. Although Lisa is not Chinese, her popularity in the country is extremely high. This makes her an ideal figure to help revive interest among Chinese tourists, which has declined significantly.
“Feel All The Feelings” Campaign: An Emotional Strategy to Attract Tourists
The Feel All The Feelings campaign featuring Lisa BLACKPINK was designed with a different approach from conventional tourism promotions. The campaign focuses on the emotional experiences travelers have while in Thailand. It highlights how each destination in Thailand offers a unique blend of emotions and values—from cultural heritage and spirituality to natural beauty and everyday local life.
The Role of Social Media and Lisa BLACKPINK’s Digital Influence
Lisa BLACKPINK’s strength lies not only in her popularity as an artist but also in her extraordinary digital influence across social media platforms. With more than 105 million Instagram followers, every post Lisa shares about Thailand has the potential to be seen by tens of millions of people worldwide. The organic content she shares about her homeland carries a level of credibility and authenticity that is difficult to achieve through paid advertising.
