Thailand has seen a sharp surge in interest from travellers to its northeastern wetlands following a viral promotional campaign featuring global K-pop star Lalisa “Lisa” Manobal, better known as a member of Blackpink. Tourism officials are now forecasting up to 120,000 visitors to the Red Lotus Sea in Udon Thani province during the peak bloom season. A notable spike is attributed to the star’s involvement in the country’s Amazing Thailand campaign.
The Red Lotus Sea, a seasonal wetland known locally as Talay Bua Daeng, draws crowds between January and February when thousands of pink lotus flowers cover large sections of its shallow waters. Officials say interest this year has “massively risen” after the Tourism Authority of Thailand (TAT) featured Lisa in its latest promotional push for lesser-known destinations, sparking enthusiasm among both domestic and foreign tourists.
Lalisa, born in Thailand and internationally recognised through Blackpink and her acting debut in The White Lotus Season 3, was officially named an Amazing Thailand Ambassador in late 2025. Her global fanbase has been a key part of the so-called “Lisa Effect,” encouraging fans to follow in her footsteps and explore destinations highlighted in the campaign.
At the Red Lotus Sea, local communities have responded by scaling up services to handle the influx. Boat operators have increased capacity, while authorities have instructed agencies to strengthen safety measures, manage visitor flows and ensure transparent pricing. Tourism officials said the efforts aim to support local incomes while safeguarding the fragile wetland ecosystem.
The viral attention was briefly overshadowed by online controversy after one image featuring Lisa at the Red Lotus Sea circulated widely, with some users claiming it had been generated using artificial intelligence. Thai tourism officials rejected the accusation, stating the image was real and had only been professionally enhanced.
Feel the calm at the Red Lotus Sea, Udon Thani,
— TAT Newsroom (@Tatnews_Org) January 20, 2026
as the first light of morning gently touches the water,
where endless pink lotuses bloom across the lake.
A moment when everything slows down,
allowing your heart to rest
and truly absorb the stillness.
Feel all the Feelings… pic.twitter.com/InF5KyxhGS
The Amazing Thailand x LISA campaign aligns with broader efforts by Thai tourism authorities to rejuvenate visitor numbers after a turbulent period for the sector. In 2025, international arrivals fell by roughly 7 per cent compared with the previous year amid regional tensions, security incidents, and natural disasters, interrupting the country’s long-term growth trajectory.
Authorities are increasingly turning to pop culture and media coverage to attract visitors, including partnerships with Hollywood productions such as The White Lotus, which have fuelled the “set-jetting” travel trend as fans eager to see real filming locations. Earlier seasons of the series helped boost interest in destinations such as Sicily and Maui; the Thailand setting for the latest season has similarly amplified global awareness of Thai locales.
Tourism authorities say campaigns involving high-profile figures like Lisa can help diversify travel demand by spotlighting destinations beyond traditional hotspots. Although challenges remain for the sector, officials said the renewed interest offers an opportunity to strengthen Thailand’s global tourism image and support local communities.
