TAT and Traveloka Leveraged 'Lisa Effect' to Boost Global Searches and Tourism Revenue Forecasts for 2026

The Tourism Authority of Thailand (TAT) successfully ignited global travel interest through its "Feel All the Feelings" commercial under the "Amazing Thailand" campaign, starring global icon Lisa, Lalisa Manoban of BLACKPINK. Data from Traveloka revealed a direct correlation between locations featured in the campaign and a significant spike in travel searches and bookings.

This pop-culture-driven initiative is projected to draw an additional 5 to 10 million international tourists and generate 250 to 500 billion baht, supporting Thailand's 2026 tourism revenue target of 3 trillion baht. Ms. Tipaporn Duangmark, Country Manager for Traveloka Thailand, noted that compelling celebrity-driven storytelling effectively translated digital inspiration into real-world tourism traffic, steering travelers toward both iconic landmarks and emerging provincial destinations.

Reflecting this momentum, Traveloka recorded a 25% growth in domestic travel demand and a 10% increase in international inbound arrivals, primarily led by major Asian markets. Overall accommodation bookings by Southeast Asian travelers surged by over 30% year-on-year, prominently driving traffic to specific destinations spotlighted in the campaign. Udon Thani emerged as a rising star due to a massive wave of interest in its Red Lotus Lake, while Chiang Mai saw a steady rise in historical and cultural searches for Wat Chedi Luang. Concurrently, Bangkok maintained its status as a primary hub with Wat Arun remaining among the most-searched landmarks, while the tranquil coast of Koh Talu in Rayong successfully captured a niche market of travelers seeking private beach retreats.