BANGKOK, Oct 16 — Blackpink member Lisa has been appointed Thailand’s new “Amazing Thailand Ambassador” in a year-long campaign to boost the country’s tourism industry.
Tourism Authority of Thailand (TAT) governor Thapanee Kiatphaibool said the K-pop superstar’s appointment marks a major milestone in the agency’s efforts to attract global travellers and raise total tourism revenue to over three trillion baht by 2026.
“Collaborating with Lisa as Amazing Thailand Ambassador marks another significant milestone in presenting the charm, diversity and wonders of Thailand from a fresh perspective — one that will inspire both Thais and international visitors to discover the magic of Amazing Thailand, together,” Thapanee was quoted as saying by Thai daily, Bangkok Post last Tuesday.
“Lisa is one of Thailand’s greatest sources of pride. With her globally recognised achievements and success, she serves as an influential force in telling the story of Thailand’s beauty and unique identity, making it known to a wider international audience.”
Lisa, who hails from the Thai province of Buriram and whose real name is star Lalisa Manobal, has become one of Thailand’s most prominent global figures through her music and fashion influence, with over 107 million Instagram followers.
Thapanee said Lisa’s involvement is expected to reignite global interest in visiting Thailand, as the country continues to recover from slower post-pandemic arrivals.
From January to mid-August this year, visitor numbers were down 7.5 per cent year-on-year to about 25 million, with the TAT banking on major cultural events – including three Blackpink concerts this season – to boost arrivals.
The campaign will follow Lisa’s “journey of rest and renewal” in Thailand, aligning with the TAT’s new global theme, “Unforgettable Experience: Healing is the New Luxury.”
Thapanee said the collaboration could reach up to one billion online views and inspire between 5 to 10 million new trips to Thailand in 2026.
The one-year partnership, signed with Lisa’s management company Lloud, will feature commercials, photoshoots, special merchandise and an exclusive event in January.
