BANGKOK – The Tourism Authority of Thailand (TAT) has named Lalisa “Lisa” Manoban of BLACKPINK as the new Amazing Thailand Ambassador, sparking excitement from the far north to the capital.
The Thai-born superstar from BLACKPINK steps into a role that blends national pride with smart tourism strategy, inviting travellers back to the Land of Smiles for rest, culture, and adventure.
Born in 1997 in Buriram, Lisa rose from a Thai dance prodigy to a global star. At 14, she passed a YG Entertainment audition in Bangkok, then moved to Seoul for training. Her sharp rap, magnetic stage presence, and easy charm helped propel BLACKPINK to global fame.
Hits such as How You Like That and Kill This Love drew billions of streams. Her solo tracks, Lalisa and Money, topped charts and confirmed her as a powerhouse in her own right. Off stage, she has become a fashion favourite, working with brands like Celine and Louis Vuitton.
Her street style influences trends worldwide. With more than 100 million followers on Instagram, her reach is enormous, and her impact on K-pop culture is clear.
Lisa and the Trusted Thailand Message
TAT Governor Thapanee Kiatphaibool announced Lisa’s appointment on 15 October, a confident step as tourism bounces back. Visitor numbers are recovering to levels seen before the pandemic, and the agency plans to push even higher. As an ambassador, Lisa will showcase Thailand as a first-choice destination for leisure. Think Phuket’s beaches, Ayutthaya’s temples, and the lush terraces of Chiang Rai.
In TAT’s statement, the governor noted that working with Lisa offers a fresh lens on Thai charm and diversity. The goal is to inspire both locals and international travellers to discover Amazing Thailand together. Her role aligns with the Trusted Thailand campaign, which highlights safety, quality, and warm hospitality.
Authenticity matters more than ever. Lisa’s Thai roots, from her love of som tam to her Isan speech, make her a natural fit for the job. Campaigns will feature sustainable travel, cultural encounters, and lesser-known spots, inviting visitors to create lasting memories across the country.
From a market perspective, the choice is smart. BLINKs, BLACKPINK’s global fanbase, stretches across Asia, Europe, and the Americas. Her influence can re-energize key markets such as South Korea, the United States, and Europe, which have seen some softening due to global headwinds. At home, the move boosts national pride and encourages Thai people to explore their own country with fresh eyes. TAT has framed her appointment as a collective point of pride, with enthusiasm felt from Bangkok to Buriram.
Lisa’s Thai Heart: Isan Roots on the World Stage
Lisa’s connection to Thailand is central to this story. Despite a busy life in Seoul and worldwide tours, she makes time for regular trips home. She has been seen at family visits through Suvarnabhumi Airport and has delighted fans with surprise appearances in Bangkok.
In past interviews, she has shared vivid memories of her childhood in Buriram, from street food stalls to local festivals. She has described Thailand as her source of energy and drive, born from the heat, the heart, and the hard work she grew up with.
Her public support for Thai culture is not new. She has highlighted Thai silk in fashion projects and donated to flood relief. As an ambassador, she is expected to add personal stories to TAT’s message.
That could include videos from Chiang Mai’s night markets, or calm moments filmed at Doi Inthanon. Northern communities hope to see attention on hill tribe textiles, ethical elephant experiences, tea-grown hills, and slow sunsets over the Mekong. These stories speak to travellers who want culture, nature, and a lighter footprint.
Tourism remains a major driver of Thailand’s economy, supporting millions of jobs in hotels, food, craft, and transport. Analysts expect Lisa’s influence to lift arrivals, taking cues from similar effects seen in other countries with music icons.
A renewed spotlight could draw fans to Buriram for hometown tours and boost visits to Chiang Rai’s landmarks. More visitors mean more income for small businesses, artisans, and local guides.
Growth, however, comes with responsibility. TAT has stressed a balance between popularity and protection. The focus is to manage crowds in fragile places, such as Maya Bay, while steering interest to quieter regions and seasonal routes. Off-peak travel, longer stays, and community-led tours are likely to feature in upcoming promotions. This approach spreads the benefits while easing pressure on famous sites.
Personal Tribute to Her Homeland
Skeptics often question celebrity roles in tourism. In this case, Lisa’s deep ties to home ease those doubts. At 28, she brings both youth appeal and a strong sense of Thai identity.
Her campaigns are expected to roll out soon, using music, social media, and high-visibility content to show a genuine Thailand. A major live event in Bangkok would add further momentum, with knock-on gains for hotels, restaurants, and retail.
Communities across the country are already preparing. Homestays are being refreshed, local menus polished, and guides ready to share stories that go beyond the usual paths. From night bazaars to quiet temples, there is a chance to welcome new guests with care and skill.
Lisa Manoban’s appointment is more than a marketing move. It reads as a personal tribute to her homeland, told through music, style, and memory. With TAT inviting travellers to discover Amazing Thailand, her voice adds warmth and credibility.
The message is simple and strong. The beaches are bright, the mountains are green, the food is bold, and the welcome is sincere.
For first-time visitors, it is a clear invitation to see the highlights and explore beyond them. For returning guests, it is a gentle push to try new regions, new flavours, and new traditions. For Thai people, it is a proud moment to celebrate culture and community while sharing it with the world.
With Lisa at the front, Thailand’s story gains fresh energy and wider reach. The country stands ready to host with care, to share its heritage, and to make travel feel meaningful again. Sawasdee ka to the world, Thailand is ready and waiting.
