- The "Lisa Effect" drew international notice, putting the Red Lotus Sea on the tourist map.
- This visibility resulted in a shift toward celebrity-driven, experience-based travel.
- The resulting demand is currently altering Udon Thani's local economy and infrastructure.
K-pop is driving Thailand's tourism revival in 2026, owing largely to the "Amazing Thailand x LISA" promotion. The campaign, which features BLACKPINK's Lalisa “Lisa Manobal,” has transformed Udon Thani's Red Lotus Sea into a top Southeast Asian attraction. The Tourism Authority of Thailand (TAT) expects at least 120,000 visitors during the current bloom, an all-time high seasonal peak caused by what officials refer to as the "Lisa Effect."
This rise in popularity further builds on Lisa's 2025 acting debut in HBO's The White Lotus. The series, shot throughout Thailand, sparked an instant surge in travel searches and resort bookings after its February launch. These ventures, taken together, reveal the region's tremendous economic strength through celebrity-driven cultural diplomacy.
Economic Signals & Broader Context of Lisa’s Campaign
Thailand's wider tourist industry faced challenges in 2025, including a decline in international visits and a reliance on conventional beach and city sites. Also, leveraging cultural material and high-profile ambassadors marks a strategy shift toward niche and experience-driven travel segments. Singapore Tourism Board, for instance, used K-pop concert demand to boost visitor spending and arrivals in the country for the years 2024 and 2025, with 16.5 million international visitors and record earnings.
Consequently, from Dec 1, 2025, to Jan 25, 2026, 50,306 visits were registered at the Red Lotus Sea, with overseas visitors virtually matching domestic numbers (48.27% foreign; 51.73% Thai). Key supply markets include China, Japan, Germany, and Laos, indicating a significant diversification from previous seasons when overseas participation was negligible.
Local reports noted that a surge in Udon Thani's local economy has bolstered boat services, food sellers, and digital souvenir items, while the Ministry of Tourism and Sports tightened safety, pricing, and queue management to maintain quality as quantities increase. Ban Diam Pier operators say that daily boat journeys have increased from around 100 to over 400, with a fleet of 95 boats now in service to accommodate demand. Morning lineups forming before daybreak indicate a trend toward experience-driven travel, with tourists looking for photo opportunities and immersive encounters evocative of the campaign's visuals.
Officials predict Red Lotus blooms to last until mid-February, with secondary areas near Koh Don Luang extending the season until mid-March. This persistent "Lisa Effect" could create an extended tourist channel that has the potential to achieve new annual records for the region.
