The Tourism Authority of Thailand (TAT) has launched the "Feel All the Feelings, Seeking Thailand's Wonders" initiative, leveraging Amazing Thailand Ambassador LISA to encourage travel across the country from 1 May to 31 July 2026. The campaign aims to distribute tourism income to local communities and elevate service standards by promoting establishments certified under programmes such as Trusted Thailand, STAR (Sustainable Tourism Acceleration Rating), and the Thailand Tourism Awards (Kinnaree Awards).
Ms. Thapanee Kiatphaibool, Governor of the TAT, said, "The 'Feel All the Feelings, Seeking Thailand's Wonders' initiative builds on our approach of showcasing Thailand's appeal through the many emotions that travel evokes, encouraging visitors to experience each region more deeply — particularly during the green season when Thailand's natural landscapes are at their most distinctive." She added that the initiative is expected to stimulate travel and help distribute income to destinations and local communities while elevating Thailand's tourism standards in collaboration with certified establishments. "These recognitions reflect service quality, safety, and sustainability. Promoting Thailand's destinations with high-quality operators will strengthen traveller confidence, inspire meaningful journeys, and support balanced, long-term growth for Thai tourism."
The campaign offers two participation tracks. The first, aimed at stimulating domestic tourism, uses the Buddy Rewards points system. Participants must register via LINE OA @buddyrewardsby1672 and check in at designated locations nationwide to earn 50 points per location, or 100 bonus points at 25 Amazing Thailand Ambassador Locations. Collecting 2,000 points, including at least two check-ins at Ambassador Locations, allows redemption of a Photobox containing Photocards of LISA and destination images, plus a hologram sticker set (100 prizes, first-come, first-served).
The second track is open to Thai and international travellers who submit receipts from TAT-recognised establishments. Thais must travel outside their registered province, use services at certified operators, and submit receipts with a minimum spend of THB 2,000 via https://amzth.org/SeekingThailandWonders by 3 August 2026. Four prize styles are allocated by region: a black "55 Must-Visit Cities" T-shirt for the Northeastern region, a white version for the Northern region, a multipurpose scarf for the Central and Eastern regions, and a silver metal keychain for the Southern region. A total of 400 prizes will be awarded, with winners announced on 31 August 2026 via Facebook: Amazing Thailand.
The certified establishment programmes include Trusted Thailand, which verifies safety and service quality; the Thailand Tourism Awards (Kinnaree Awards) 2025 winners, recognising excellence in tourism; and STAR (Sustainable Tourism Acceleration Rating), which assesses sustainability practices. These certifications provide travellers with assurance of quality and responsible operations.
For businesses in the tourism and hospitality sector, the campaign presents an opportunity to attract visitors by becoming certified under these programmes. Increased traveller traffic during the green season can boost revenue for local operators, while the emphasis on sustainability and quality may encourage higher standards across the industry. The initiative also aligns with TAT's broader strategy to promote balanced growth and community income distribution, potentially strengthening Thailand's competitiveness as a year-round destination. Travellers can expect a more enriching experience by visiting certified establishments and participating in the reward scheme, which adds value to their journeys.
