Running Man Thailand drives global attention for Thai tourism - Get updated on what's happening in tourism!

The Tourism Authority of Thailand (TAT) is celebrating the success of the first season of Running Man Thailand, which has become one of the country’s most successful entertainment-driven tourism campaigns. The iQIYI Original generated 6.85 billion impressions, more than 390 million online views and over 10 million digital engagements, using a travel competition format to introduce global audiences to Thailand’s landscapes, culture and communities.

Entertainment marketing boosts destination appeal

Produced by iQIYI in collaboration with South Korea’s SBS Studio Prism, creator of the original Running Man format, the Thai adaptation combined local celebrities, humour and travel experiences with prominent tourism destinations.

“The tremendous response to Running Man Thailand reflects the power of Entertainment Marketing to bring Thailand’s tourism experiences to global audiences through engaging, widely accessible content,” said TAT Governor Thapanee Kiatphaibool. “By placing destinations, culture and communities within the programme’s storytelling, the collaboration raised international visibility for Thailand while inspiring domestic travel. It also supported our ‘Healing is the New Luxury’ direction by presenting travel as a source of enjoyment, connection and discovery.”

TAT supported the production with destination content, tourism featurettes and integrated Amazing Thailand branding throughout the series.

Iconic destinations become the backdrop

Premiering on 22 February 2026, the ten-episode series aired weekly on One31 and featured seven well-known Thai entertainers competing in challenges set against some of the country’s best-known attractions.

Episodes showcased locations including Bangkok’s Giant Swing, the Grand Palace and historic neighbourhoods, as well as Pattaya’s floating markets and beaches, transforming tourist attractions into the backdrop for the programme’s missions.

Strong international reach

The series became Thailand’s most searched variety show on Google Trends in 2026, frequently ranked first on X in Thailand and trended weekly in more than ten countries. It also received the KAZZ Awards 2026 Hottest TV Program award.

Nearly half of the audience was between 19 and 30 years old, while around 30 percent of viewers came from international markets. Additional exposure generated 3.39 billion media impressions through creator partnerships and an extensive outdoor advertising campaign that included Bangkok Skytrain wraps, LED billboards and mobile displays.

Tourism campaign extends beyond the series

Alongside the programme, TAT produced two tourism featurettes targeting different audiences. MINNIE introduced international viewers to favourite destinations, local cuisine and communities across Thailand, while Mos and Bank shared personal stories from their home provinces of Loei and Chanthaburi.

The videos generated approximately 21,000 views, 13,000 likes and more than 450 shares across iQIYI Thailand’s official channels.

The Amazing Thailand brand remained visible throughout the series through programme graphics, subtitles, end credits and official social media content. Each episode also featured a dedicated 30-second promotional film, while special programme clips were distributed through TAT’s channels and amplified by the cast. MINNIE also appeared as a special guest during the season.

Image Credit: © TAT