Thailand's Tourism Authority Launches Campaign with LISA to Boost Regional Travel and Certified Businesses

The Tourism Authority of Thailand (TAT) has launched a new initiative, "Feel All the Feelings, Seeking Thailand's Wonders," featuring Amazing Thailand Ambassador LISA. The campaign, running from 1 May to 31 July 2026, encourages travellers to explore Thailand's diverse destinations and offers chances to win exclusive prizes. This news matters because it represents a strategic effort to stimulate domestic and international tourism, particularly during the green season, and to promote sustainable tourism practices by partnering with certified establishments.

Ms. Thapanee Kiatphaibool, Governor of TAT, stated that the initiative builds on showcasing Thailand's appeal through the emotions travel evokes, encouraging deeper experiences in each region. She emphasized that the campaign is expected to stimulate travel across Thailand and help distribute income to destinations and local communities, while elevating tourism standards through collaboration with certified establishments under programmes such as Trusted Thailand, STAR (Sustainable Tourism Acceleration Rating), and the Thailand Tourism Awards (Kinnaree Awards). These recognitions reflect service quality, safety, and sustainability, and promoting them will strengthen traveller confidence and support balanced, long-term growth for Thai tourism.

The campaign offers two ways to participate. The first is through collecting Buddy Rewards points by checking in at designated locations nationwide, including 25 Amazing Thailand Ambassador Locations such as the Rice Fields of Sapan in Nan, Thi Lo Su Waterfall in Tak, and Wat Arun Ratchawararam in Bangkok. Participants must register via LINE OA @buddyrewardsby1672 and collect 2,000 points, including at least two check-ins at Ambassador Locations, to redeem a Photobox containing photocards of LISA and destination images. The second option involves submitting receipts from certified establishments under programmes like Trusted Thailand, Thailand Tourism Awards (Kinnaree Awards) 2025 winners, or STAR (Sustainable Tourism Acceleration Rating). With a minimum spend of THB 2,000, travellers can register at https://amzth.org/SeekingThailandWonders to enter a draw for region-specific prizes.

The prizes include five exclusive items: a Photobox and Photocard set, a black "55 Must-Visit Cities" T-shirt featuring Ban Rak Thai in Mae Hong Son, a white "55 Must-Visit Cities" T-shirt featuring Khao Sok National Park in Surat Thani, a silver metal keychain featuring Wat Arun, and a multipurpose scarf featuring a tea plantation in Chiang Rai. These items are designed to celebrate Thailand's distinctive character and inspire future travel.

The implications of this campaign are significant for Thailand's tourism industry. By incentivizing travel to lesser-known provinces and promoting certified establishments, TAT aims to distribute tourism income more evenly and encourage sustainable practices. This could lead to improved livelihoods in local communities, enhanced service standards, and a more resilient tourism sector. For travellers, it offers opportunities to discover new destinations and win unique collectibles. For businesses, it provides a platform to attract customers and demonstrate their commitment to quality and sustainability. Ultimately, the campaign supports Thailand's long-term tourism goals and contributes to a more balanced and sustainable future for the industry.