Thailand 2026: K-pop star Lisa brings new tourism hype!

Thailand 2026: K-pop star Lisa brings new tourism hype!

In the coming months, Thailand will debut a new campaign designed to position the country as a premier travel destination. The Tourism Authority of Thailand (TAT) has big plans for 2026 and is counting on popular K-pop icon Lalisa “Lisa” Manobal as its ambassador. A teaser film, which will be released in January, will kick off the “Amazing Thailand: Healing is the New Luxury” campaign. The central theme of “healing” is intended to attract travelers and offer them the opportunity to find rest and relaxation in the midst of Thai culture.

As part of the campaign, TAT plans to invite 80 to 100 international opinion leaders (KOLs) to an event event to exploit the so-called “Lisa effect”. This strategy could help support the recovery of the tourism sector, especially after the devastating floods in the south of the country. Under the motto “Smile@Hatyai”, the focus will also be on revitalizing tourism in this region, which is expected to become a popular destination for travelers again over time.

Night tourism and niche events

Another exciting aspect of the planned campaign is the focus on “night tourism”. Surprising experiences at any time of day are intended to attract tourists and highlight the diversity of night life in Thailand. For example, a “UFO Festival” will be held at Khun Dan Prakanchon Dam in February 2026 – an event that will appeal to niche travelers. Such special events could help boost traveler confidence and bring more visitors to the country.

The TAT also aims to increase the number of Chinese tourist arrivals to 6.7 million in 2026, a 40 percent increase compared to 2025. But the path there will be marked by challenges, particularly negative perceptions on social media and competition from other travel destinations. The experience from 2025, in which only 20 percent of arrivals were made up of Chinese tourists, also shows the urgency of resolving these problems as quickly as possible.

Growth through feel-good tourism

The TAT also highlights the importance of wellness tourism, which now accounts for 7.8 percent of all trips. Proposals to develop large-scale wellness facilities could pay off, especially as many travelers seek relaxation and health promotion. Thai hospitality and unique cuisine also play a central role.
TAT is also aware that a long-term strategy to increase competitiveness is essential. To compete with countries like Japan and China, infrastructure must be improved and communication with potential travelers must be adapted.

Additionally, the importance of portraying Thailand positively on social media was highlighted to counteract negative perceptions. Experts agree that Thailand needs to appeal to both first-time visitors and repeat travelers to get back on its feet. The combination of exciting events, security and a strong focus on “healing” could be the key to regaining confidence in Thai tourism.