The Tourism Authority of Thailand (TAT) is inviting global travellers to rediscover the Kingdom through its latest television commercial, “Feel All the Feelings” — a cinematic journey that threads together culture, nature and contemporary travel storytelling. Presented through the perspective of Lalisa “LISA” Manobal, the Amazing Thailand Ambassador, the campaign positions Thailand not as a single destination, but as an interconnected tapestry of experiences spanning every region of the country.
At the heart of the campaign lies a modern narrative approach. Rather than spotlighting one iconic landmark, the film adopts a postcard-style format that seamlessly weaves together multiple destinations. The result is a sensory journey across landscapes, heritage sites and everyday moments — a reflection of Thailand’s diversity, emotional resonance and cultural abundance.
Northern Thailand: Heritage, Mist and Mountain Vistas
The journey opens in Northern Thailand at Wat Chedi Luang in Chiang Mai, a revered temple dating back to the Lanna Kingdom. The site is portrayed during the Yi Peng Festival — the northern interpretation of Loi Krathong held on the November full moon — where lanterns ascend into the night sky and temple grounds glow with candlelight. Traditional Phang Pratheep candle trays illuminate the ancient brick chedi, while scenes of LISA participating in the ritual underscore the spiritual and communal atmosphere of the festival.
Further north, Wat Phumin in Nan features prominently, renowned for its celebrated Puu Maan Ya Maan mural — often referred to as the “Whisper of Love” — depicting a local romantic tale that has become an enduring symbol of northern artistry. The campaign also captures the emerald Sapan rice fields, where morning mist lingers over terraced paddies during the seasonal shift from late monsoon to early winter.
Elevated perspectives define additional scenes filmed at Phu Lang Ka in Phayao and Phu Chi Fa in Chiang Rai. Both destinations are known for their sweeping “sea of mist” panoramas and rugged mountain silhouettes, long associated with slow travel and nature-driven exploration in the region.
In Lampang, the floating pagodas of Wat Phra Phutthabat Sutthawat crown limestone peaks accessible via a steep staircase of more than 300 steps. Combining spiritual symbolism with expansive countryside views, the site reflects the campaign’s recurring interplay between faith and landscape.
Lower North and Northeast: Natural Wonders in Full Bloom
The narrative then shifts to the lower northern province of Tak, home to Thi Lo Su Waterfall — one of Thailand’s largest and most dramatic cascades. Its tiered limestone formations and forested surroundings highlight the country’s ecological richness.
In neighbouring Phetchabun, Wat Phra That Pha Son Kaeo rises amid the rolling mountains of Khao Kho. Known for its mosaic-covered chedi and five seated Buddha statues overlooking the valley, the temple complex merges architectural artistry with panoramic scenery.
Thailand’s northeastern region is represented by the seasonal spectacle of the Red Lotus Sea at Nong Han Lake in Udon Thani. During the cool months, tens of thousands of pink lotuses bloom simultaneously across the water’s surface — a natural phenomenon that draws visitors at dawn, when soft light transforms the lake into a vast floral expanse.
Central Thailand: Bangkok’s Timeless Icon
From tranquil lakes to the vibrant capital, the campaign transitions to Wat Arun Ratchawararam in Bangkok. Set along the Chao Phraya River, the temple’s prang is captured reflecting both sunrise hues and evening illumination. As one of Thailand’s most recognisable landmarks, Wat Arun anchors the film’s central chapter — bridging historic grandeur with contemporary urban energy.
Coastal South and East: Sea, Sky and Limestone Horizons
The final sequences turn toward Thailand’s coastal landscapes. In the eastern province of Rayong, Ko Thalu represents the Gulf of Thailand with its calm waters, snorkelling reefs and distinctive natural rock arch.
Along the Andaman coast, Samet Nangshe in Phang Nga provides sweeping views of Phang Nga Bay’s limestone karsts and winding mangrove channels. Here, sunrise scenes capture golden light breaking across the bay — a fitting visual crescendo to the campaign’s emotional arc.
A Unified Narrative of Emotion and Connection
While the commercial traverses mountains, temples, waterfalls and coastlines, its unifying thread remains constant: an invitation to experience Thailand through feeling. According to TAT, the campaign reflects a contemporary tourism identity — one rooted not merely in sightseeing, but in connection, storytelling and atmosphere.
By presenting multiple regions within a single cohesive narrative, “Feel All the Feelings” positions Thailand as a destination defined by cultural depth, natural diversity and emotional resonance. Through the lens of its Amazing Thailand Ambassador, the Kingdom is portrayed as more than a collection of landmarks — it is a journey meant to be felt.
