TAT launches ‘Feel All The Feelings’ campaign with LISA as Amazing Thailand Ambassador - Get updated on what's happening in tourism!

Unveiled on 30 January 2026, the TVC “Feel All The Feelings” marks the latest step in TAT’s efforts to reinforce confidence in Thailand as a trusted, memorable and value-driven travel destination. Narrated by LISA in her role as Amazing Thailand Ambassador, the film invites travellers to discover the wide spectrum of emotions that journeys through Thailand can evoke – from happiness and serenity to excitement, challenge and warmth.

Emotion as the core of destination storytelling

The campaign is designed to reflect changing traveller motivations, with a growing focus on meaningful, emotionally enriching experiences. “Feel All The Feelings” presents Thailand not only as a place to visit, but as a destination where travel becomes a deeply personal experience, reconnecting visitors with themselves and their surroundings.

Ms Thapanee Kiatphaibool, Governor of the Tourism Authority of Thailand, said:

“This year, the TAT remains committed to reinforcing Thailand’s image through the ‘Trusted Thailand’ strategy, while continuing our push to establish the country as a ‘Quality Leisure Destination.’ Our goal is to build confidence among tourists seeking valuable and unforgettable memories at every stage of their journey. The ‘Feel All The Feelings’ campaign uses powerful storytelling to showcase Thailand’s attractions and the emotions they inspire, while also supporting our aim of enhancing quality tourism and spreading benefits to emerging destinations.”

LISA invites travellers to rediscover Thailand

In the TVC, LISA responds to the question she is often asked – “What does Thailand feel like?” – by sharing her own sense of rest, inspiration and reconnection when returning home. Through rhythm, movement and imagery, the film portrays Thailand as a place of emotional diversity and vitality, distinct from anywhere else in the world.

The production also features well-known Thai actors and artists including Win Metawin Opas-iamkajorn, Gulf Kanawut Traipipattanapong and Blue Pongtiwat Tangwancharoen, who join the journey and help convey the campaign’s emotional narrative.

Showcasing unseen places across the country

Visually, the TVC highlights locations across Thailand, combining iconic landmarks with lesser-known settings. Scenes include the Lanna Candle Ceremony at Wat Chedi Luang in Chiang Mai, the “floating pagodas” of Lampang, the sea of mist at Phu Langka in Phayao, sunrise at Wat Arun in Bangkok, the Red Lotus Sea in Udon Thani and the soundscape of Thi Lo Su Waterfall in Tak. Together, they underline the message that meaningful experiences can be found in every region.

Supporting value-driven tourism

“Feel All The Feelings” also aligns with Thailand’s “Value over Volume” approach, encouraging travellers to move beyond heavily visited hotspots towards hidden-gem destinations. By doing so, the campaign aims to increase the quality of spending, enhance value per trip and support more balanced tourism development nationwide.

The TVC is now live across official Amazing Thailand channels, inviting travellers worldwide to explore Thailand through emotion, connection and discovery.

Image Credit: © TAT