The Tourism Authority of Thailand (TAT) has introduced a new initiative, “Feel All the Feelings, Seeking Thailand’s Wonders,” featuring the Amazing Thailand Ambassador LISA. Running from May 1 to July 31, 2026, this campaign invites travelers 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 collect points through the Buddy Rewards program by checking in at designated locations, including 25 Amazing Thailand Ambassador Locations like Wat Arun in Bangkok and Khao Sok National Park in Surat Thani. These points can be exchanged for prizes such as a Photobox featuring LISA and scenic Thai landscapes.

Thapanee Kiatphaibool, the Governor of TAT, emphasized the campaign’s focus on revealing Thailand’s allure through the emotions that travel inspires. “We expect this initiative to invigorate travel throughout Thailand and assist in redistributing income to various destinations and local communities,” she stated. The campaign also seeks to enhance the standards of Thai tourism by partnering with certified establishments through programs like Trusted Thailand and the Thailand Tourism Awards.

Exclusive items that celebrate Thailand’s culture include a black T-shirt featuring LISA at Ban Rak Thai, a silver keychain with the outline of Wat Arun, and a multipurpose scarf inspired by the tea plantations of Chiang Rai. These items are meant to encourage meaningful journeys and provide ongoing support for the development of Thai tourism.