The move supports the launch of TAT’s global tourism campaign, “Feel All the Feelings.”
The campaign forms part of TAT’s ongoing strategy to position Thailand as a high-value, quality leisure destination, shifting focus from traditional sightseeing to experience-led travel that delivers emotional connection, cultural depth and long-term visitor value.
The ambassador announcement was officially launched at an evening event at Wat Arun in Bangkok, one of Thailand’s most significant cultural landmarks, selected to reflect the campaign’s blend of heritage, creativity and contemporary appeal.
According to Ms Thapanee Kiatphaibool, Governor of the Tourism Authority of Thailand, the campaign reflects a broader shift in how Thailand is presenting itself to global travellers.
“We want travellers to see Thailand as a destination with depth and value beyond scenic attractions,” she added.
“Every experience carries meaning – whether through culture, people, way of life or atmosphere – and these moments are what create long-lasting memories, inspire repeat visitation and encourage travellers to share their stories.”
Mr Pichaya Saisaengchan, Director of the TAT Sydney Office, said the “Feel All the Feelings” campaign provides tangible benefits for trade partners across the region.
“For the Australian travel trade, this campaign provides a strong platform to move beyond price-led selling and highlight Thailand’s quality, authenticity and experience-driven product,” he said.
“LISA’s appointment supports our partners by giving them a compelling story to engage travellers and encourage repeat visitation.”
A central element of the campaign is the “Feel All the Feelings” promotional film, released via the Amazing Thailand YouTube channel.
The film features LISA alongside prominent Thai actors and public figures, highlighting the emotional journey travellers experience across Thailand’s diverse regions.
The campaign is designed to support trade partners by providing a strong storytelling platform to promote longer stays, premium itineraries and experience-driven product across leisure, culture and lifestyle segments.
The ambassador appointment also aligns with TAT’s ongoing Trusted Thailand initiative, which focuses on quality, safety and reliability across the tourism sector.
The initiative is designed to provide confidence for international travellers and trade partners when promoting Thailand.
TAT said the combined focus on emotional engagement and travel assurance strengthens Thailand’s competitiveness in long-haul markets, including Australia.
