The Tourism Authority of Thailand (TAT) has unveiled a new initiative, "Feel All the Feelings, Seeking Thailand’s Wonders," featuring Amazing Thailand Ambassador LISA. Running from 1 May to 31 July 2026, the campaign encourages travellers to explore Thailand's diverse landscapes and win exclusive prizes by collecting points or submitting receipts from certified tourism establishments.
The initiative aims to boost domestic tourism and distribute income to local communities. Participants can earn points through the Buddy Rewards programme by checking in at designated locations, including 25 Amazing Thailand Ambassador Locations such as Wat Arun in Bangkok and Khao Sok National Park in Surat Thani. Points can be redeemed for prizes like a Photobox featuring LISA and scenic Thai landscapes.
Governor of TAT, Thapanee Kiatphaibool, highlighted the campaign's focus on showcasing Thailand's appeal through the emotions travel evokes. "We expect this initiative to stimulate travel across Thailand and help distribute income to destinations and local communities," she said. The campaign also aims to elevate Thailand's tourism standards by collaborating with certified establishments under programmes like Trusted Thailand and the Thailand Tourism Awards.
Exclusive items celebrating Thailand's character include a black T-shirt featuring LISA at Ban Rak Thai, a silver keychain with Wat Arun's silhouette, and a multipurpose scarf inspired by Chiang Rai's tea plantations. These items aim to inspire meaningful journeys and support long-term growth for Thai tourism
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