Lalisa “LISA” Manobal leads Thailand’s Feel All the Feelings push

Ambassador announcement and campaign launch at Wat Arun

The Tourism Authority of Thailand (TAT) formally presented Lalisa “LISA” Manobal as the new ambassador for the Amazing Thailand programme during the launch of the Feel All the Feelings campaign at Wat Arun Ratchawararam Ratchawaramahawihan. The ceremony emphasized curated, high-value experiences and reinforced the Trusted Thailand initiative aimed at restoring and boosting traveller confidence.

Key messages and positioning

In her ambassadorial role, LISA is positioned to frame Thailand not only as a collection of scenic attractions but as a destination where every visit is meaningful. TAT governor Thapanee Kiatphaibool highlighted that the campaign seeks to present Thailand as a Quality Leisure Destination with depth: “Every experience is full of value, and every moment of travel, whether through people, culture, way of life, or atmosphere, carries meaning,” she said. The campaign explicitly asks Thai hosts to support this positioning by ensuring visits are reassuring and memorable.

Why Wat Arun was chosen

The launch at Wat Arun Ratchawararam Ratchawaramahawihan was a deliberate cultural signal: the temple is a visual embodiment of traditional craftsmanship meeting contemporary creativity, a setting that communicates national identity and the blend of heritage and modernity that the campaign promotes.

Practical implications for travel flows and tourism services

Deploying a high-profile global star as ambassador creates measurable touchpoints: social media activations, curated itineraries, and media placements that target both long-haul and regional markets. For travel operators and destination partners, the campaign implies a shift toward:

• Packaging experiences that emphasize cultural authenticity and personal value.
• Investing in safety, hygiene, and quality assurance under the Trusted Thailand banner.
• Collaborating with influencers and ambassadors to generate narrative-driven demand rather than purely price-led promotions.

Transport and infrastructure signals

Expect complementary pushes in infrastructure and service: airports, marinas, and intercity links may be highlighted in campaign content to enable seamless access to these curated experiences. The focus on quality tourism tends to favor higher-spend visitors and longer itineraries, which can influence allocation of public and private investment across accommodation, transport, and hospitality services.

Potential effects on marine and coastal tourism

Thailand’s coastal destinations and islands are core assets for a campaign promising layered experiences. By elevating the narrative from sightseeing to meaningful encounters, the campaign may indirectly stimulate demand for marine-based activities:

• Increased interest in day charters and multi-day yacht trips that offer private, high-quality experiences.
• Growth in marina services and upscale mooring options to meet expectations for comfort and security.
• Greater cross-promotion between cultural sites and coastal getaways, encouraging combined itineraries (temple visits + island cruising).

Operational considerations for boat operators

Boat charter companies and marinas should monitor how TAT’s messaging filters into booking patterns. Operators that can demonstrate consistent safety protocols, experienced captains, and bespoke itineraries aligned with cultural storytelling will be well placed to capture visitor interest. Partnerships with local cultural guides can convert a leisure cruise into a narrative-rich experience consistent with the campaign’s values.

Historical context and precedents

Thailand’s tourism promotion has long used branding and celebrity endorsement as tools to diversify markets and lift destination perception. Over the past decades the Amazing Thailand identity evolved from mass-market promotion to more segmented positioning, including campaigns that emphasize luxury, wellness, and community-based experiences. Ambassadorial approaches have repeatedly aimed to translate broad appeal into targeted inspiration—leveraging familiar faces to package emotional connections to place.

Wat Arun’s selection as the launch site also echoes previous practices where iconic landmarks are used to anchor new messaging, making the campaign visually and culturally resonant for both domestic and international audiences.

Forecast: what the campaign could mean for international tourism

Provided the campaign is paired with measurable quality improvements and consistent enforcement of Trusted Thailand standards, it could contribute to several outcomes over the next 12–24 months: modest increases in average trip spend, growth in mid- to high-end booking segments, and more demand for experience-led itineraries. However, conversion to sustained tourism growth will depend on operational follow-through—from transport connectivity and marinas to accommodation standards and on-the-ground hospitality.

Risks and mitigating actions

• Risk: High expectations set by a celebrity-led campaign can disappoint if service levels are inconsistent. Mitigation: tighter quality audits and service training.
• Risk: Over-concentration of demand at flagship sites. Mitigation: promote regional alternatives and distribute visitor flows.
• Risk: Seasonal crowding in coastal areas. Mitigation: develop off-peak programming and diversify activity offerings (e.g., fishing, cultural tours, marine conservation experiences).

Conclusion and relevance to yachting and boat rental markets

The Feel All the Feelings campaign, fronted by Lalisa “LISA” Manobal and launched at Wat Arun, is designed to reposition Thailand as a Quality Leisure Destination where meaningful experiences and trusted hospitality are central. For the yachting and boating sector, this repositioning is likely to raise profile and demand for curated marine experiences—private charters, superyacht visits, marina services, and activity-rich itineraries that pair culture and coastline. Operators that align with the campaign’s emphasis on quality, safety, and storytelling—offering trusted captains, well-maintained vessels, and routes that connect beaches, islands, and cultural sites—stand to benefit from increased interest in yacht charter and boating activities.

Summing up, the campaign ties cultural depth to travel value, encourages hosts to deliver consistent service, and signals potential uplift for destinations, marinas, and charter operators. For travellers seeking sun, sea, and story-driven experiences—whether a calm lake cruise, gulf island hopping, or a superyacht charter—the new campaign could translate into richer itineraries and more reason to rent a boat or yacht when visiting Thailand. For those exploring charter options, the international marketplace GetBoat.com is an established platform to compare yacht and boat rental offers across destinations, budgets, and activities.