Viral Blackpink Star Lisa Fuels Tourism Surge at Thailand's Red Lotus Sea
Tourism officials in Thailand are anticipating a remarkable influx of up to 120,000 visitors during the peak season at the renowned Red Lotus Sea, driven largely by a viral promotional campaign featuring global K-pop sensation Lisa from Blackpink.
The 'Lisa Effect' on Visitor Numbers
The Red Lotus Sea, a picturesque wetland lake located in Kumphawapi district within Udon Thani province, traditionally attracts tourists between January and February when its stunning pink lotus flowers reach full bloom. However, this year has witnessed an unprecedented surge in interest following the Tourism Authority of Thailand's strategic campaign starring the Thai-born singer.
Natthriya Thaweevong, permanent secretary at the Ministry of Tourism and Sports, has directly attributed this remarkable increase in tourist arrivals to what industry observers are calling the 'Lisa effect'. The campaign, designed to highlight lesser-known destinations to both domestic and international travellers, has generated extraordinary momentum.
From Screen to Tourism Scene
Lisa's appointment as a global tourism ambassador for Thailand in October 2025 capitalised on her existing popularity, which had already been amplified by her acting debut in the third season of HBO's The White Lotus. Filmed across various Thai locations and released in February 2025, the series had already stimulated increased destination searches and resort bookings even before its conclusion.
Tourism Authority of Thailand governor Thapanee Kiatphaibool revealed that many visitors specifically travelled to the lake after seeing the campaign photographs online. Some tourists confessed to officials that they had previously been unaware of the attraction but flew directly to Udon Thani with the explicit intention of recreating the promotional images featuring the singer.
Transforming Visitor Demographics
The campaign has fundamentally altered the traditional visitor profile at the Red Lotus Sea. 'Normally, the Red Lotus Sea attracts mainly Thai visitors, but this season the proportion of foreign visitors is almost on a par with Thai visitors', explained Ms Thapanee. 'This shows a clear expansion of overseas interest driven by the phenomenon we are seeing.'
Community enterprises operating boat services from Ban Diam Pier reported more than 50,000 visitors between December and late January, with international tourists representing 48.27 percent of the total. Visitors from China, Laos, Japan, and Germany numbered 24,287, while domestic tourists accounted for 26,019.
Unprecedented Operational Demands
Local operators have experienced demand levels far exceeding previous seasons, with boat services now conducting approximately 400 daily trips compared to the previous average of 100. Praisit Sukrom, chairman of the Red Lotus Lake Tourism Enterprise, confirmed that the influx has surpassed even the New Year holiday rush.
'The 'Lisa Fever' has given the local economy a major lift', he stated, noting that operators have expanded services fourfold to manage demand, with 95 boats now operating daily on the lake.
Managing the Tourism Boom
The tourism surge has prompted officials to implement enhanced coordination measures at the site. The Ministry of Tourism and Sports has directed agencies to strengthen oversight, with inspectors checking boat operators, monitoring safety equipment, managing queues, and preventing overcharging.
Remarkably, queues have been forming well before dawn, with groups of Japanese tourists among the earliest arrivals, lining up from approximately 5am to secure boat tickets. At Ban Diam pier, crowds of both Thai and foreign visitors have been gathering from around 4am to witness the sunrise over the magnificent lotus fields.
Controversy and Continued Bloom
The campaign itself generated additional interest through minor controversy when some social media users speculated whether the promotional images were AI-generated. Tourism Authority officials firmly denied these claims, confirming the photographs resulted from genuine filming and photography processes. Nevertheless, the resulting memes and online discussions further amplified curiosity about the destination.
Officials confirm that the main 25,000-rai (40 square kilometre) section of the lake will remain in full bloom until mid-February, while a secondary 5,000-rai (8 square kilometre) area at Koh Don Luang will bloom from mid-February to mid-March, extending the viewing season for enthusiastic visitors.
