Thailand superstar LISA, a member of the South Korean girl group Blackpink but also over 20 celebrities, creators, and influencers from Thailand and 10 international markets are the latest “marketing tools” to boost the Kingdom’s image in 2026.
The Tourism Authority of Thailand (TAT) is activating the Thailand Co-Creator programme, Creator journeys took place from 23–25 January while a global content rollout is scheduled throughout February. The program marks the operational phase of the Trusted Thailand platform, moving from strategic direction to immersive, on-the-ground storytelling designed to strengthen Thailand’s image as a destination for healing, renewal, and quality leisure travel in short-haul markets.
Nithee Seeprae, TAT Deputy Governor for Marketing Communications, said the Thailand Co-Creator program is designed to extend the impact of the Trusted Thailand framework by translating policy into real travel experiences. “Through Thailand Co-Creator, we are working with credible voices who can communicate Thailand’s strengths in quality, safety, and hospitality in a way that resonates with today’s travelers. The focus is on trust, well-being, and authentic local experiences that reflect Thailand’s readiness as a quality leisure destination,” he said.
Creators and celebrities
Program development is guided by the overarching concept Healing is the New Luxury, positioning Thailand as a destination for restoration, balance, and renewed energy. The creative framework is structured around five interconnected dimensions—Retreats, Rituals, Reels, Rhythms, and Relations—reflecting how contemporary travelers connect with destinations through space, culture, storytelling, pace of life, and human connection.
The program activation follows TAT’s recent appointment of Thai celebrity Mean Phiravich Attachitsataporn as lead for Thailand Co-Creator, underscoring the role of recognised public figures in shaping consistent and credible narratives for international audiences.
The initiative brings together more than 20 celebrities, creators, and influencers from Thailand and 10 international markets, including China, Japan, Malaysia, the Philippines, Australia, Singapore, Indonesia, Viet Nam, the Republic of Korea, and India. Through first-hand travel experiences and proactive digital communication, the program aims to reinforce Thailand’s image as a safe, welcoming, and service-ready destination, while highlighting Thailand hospitality as a core pillar of the Trusted Thailand message.
Five curated routes form the foundation of the program, each designed to express Thailand’s diversity through a wellness-led lens. Kanchanaburi focuses on releasing energy and mental rejuvenation through nature-based activities and outdoor adventure. Chiang Mai–Lampang highlights simplicity and everyday rhythms shaped by community life and cultural continuity. Sakon Nakhon–Nakhon Phanom centres on emotional healing through spiritual traditions and local heritage. Khao Sok in Surat Thani offers reconnection with inner calm amid lush rainforest landscapes, while Songkhla explores renewal through culinary culture, memory, and the warmth of southern hospitality.
Participating creators operate under a shared set of campaign guidelines and creative direction to ensure consistency and alignment across all routes. Journeys are unified through a common narrative framework aligned with Trusted Thailand priorities.
Content generated through the Thailand Co-Creator program will be released across digital and social platforms throughout February 2026. TAT expects the campaign to generate no fewer than 100 million impressions worldwide, reinforcing Thailand’s positioning as a trusted, high-quality leisure destination offering safety, care, and meaningful travel experiences for short-haul travelers.
LISA, the “nuclear weapon” of Thailand tourism
Another “weapon” is the appointment of Thailand global Superstar LISA as TAT new “Amazing Thailand Ambassador.”
A new campaign called “Feel All the Feelings” aims to promote Thailand by focusing on emotional experiences and “Unseen” attractions was launched on January 28. A grand launching event with the Thai star was organized at Wat Arun in Bangkok.
Thapanee Kiatphaibool, TAT Governor explained that ” TAT believes that telling the story of Thailand’s beauty through the perspective of ‘Lisa’ Lalisa Manoban will open up a new perception. It will allow people to see Thailand as a leading, high-quality tourism destination with depth that goes beyond the beauty of its attractions. Thailand is filled with ‘value’ hidden in every experience, and ‘meaning’ that emerges from every moment of travel—whether through the feelings inspired by people, culture, ways of life, or the atmosphere of each destination.”
“We want every trip in Thailand to be not merely travel, but the creation of deep memories—rich in meaning and lasting value in travelers’ hearts for a long time.”
The campaign concept is visible in the advertising film series “Feel All The Feelings – Travel Thailand, feel every feeling” to be viewed on the Amazing Thailand channel on You Tube. The film series also features other well-known stars and actors. The LISA initiative is due to target 5 to 10 million extra, younger foreign visitors.TAT sets its sights in 2026 for 36.7 million foreign tourists.