TEMPO.CO, Jakarta - K-pop star Lisa from BLACKPINK has been appointed as Thailand's new tourism ambassador to promote the country's culture and charm to international tourists. The Blackpink member's appointment was announced on Wednesday, October 15, 2025.

With over 100 million followers on Instagram and fans worldwide, Lisa is expected to help attract an additional 5 to 10 million tourists next year. The Thai-born K-pop idol will promote her country's culture, charm, and hospitality.

Tourism Authority of Thailand (TAT) Governor Thapanee Kiatphaibool described the appointment as a significant milestone in Thailand's tourism promotion. "Working with Lisa is an important step in showcasing the beauty, diversity, and wonder of Thailand through a fresh and inspiring perspective," he said, as reported by Thaiger.

He added that the global reach and achievements of the singer, whose real name is Lalisa Manobal, are a source of national pride. "She represents Thailand's heritage, identity, and warmth—values we want to share with the world," he said.

Lisa's new role will see her share stories about Thailand's destinations, traditions, and cultural highlights as part of the Amazing Thailand campaign. She will be the face of Thailand as a high-quality, safe, and welcoming destination where travelers, both domestic and international, can create meaningful and lasting memories. The campaign also encourages Thais to explore their own country and act as proud hosts.

Targeting the Younger Generation

One key aspect of this partnership is targeting younger travelers, particularly millennials and Gen Z. This generation is seeking authentic travel experiences that offer both luxury and sustainability. Lisa's influence will help bridge the gap between traditional tourism and the growing demand for eco-friendly, sustainable, and experiential travel.

Thailand is renowned for its diverse travel options, from luxury resorts and five-star hotels to cultural heritage sites like the Grand Palace, temples, and UNESCO World Heritage Sites like the Historic City of Ayutthaya. Blackpink's Lisa will help promote this holistic travel experience, which harmoniously blends leisure, luxury, and culture.

Thailand's Tourism Visit Target

As reported by Nation Thailand on Tuesday, October 14, 2025, Nat Kruthasoot, Deputy Governor for Tourism Products and Business at the Thai Tourism Authority (TAT), stated that for 2025, total tourism revenue is projected to reach 2.66 trillion baht (Rp1,358 trillion), with international market revenue reaching 1.51 trillion baht (Rp771 trillion), a 5 percent decrease from last year. Meanwhile, international tourist arrivals will reach 33.4 million, a 6 percent decrease.

For 2026, total tourism revenue is projected to increase to 2.79 trillion baht (Rp1,424 trillion), a 5 percent increase from this year. Revenue from international markets is estimated to reach 1.63 trillion baht (Rp832 trillion), an 8 percent increase. The number of international visitors is targeted at 34.9 million, a 4 percent increase.

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