Udon Thani’s iconic Red Lotus Sea is enjoying a major tourism surge driven by the “Lisa Effect”, sparked by the “Amazing Thailand x LISA” campaign. Tourists from Thailand and abroad are travelling “in Lisa’s footsteps” to Nong Han (หนองหาน) Lake in Kumphawapi (กุมภวาปี) district, helping elevate the province’s profile as a must-visit destination while spreading income to local communities.
The Tourism Authority of Thailand (TAT) forecasts at least 120,000 visitors during the 2026 Red Lotus Sea season, from November 2025 to February 2026. Recent figures show a near-equal split between Thai and foreign visitors, highlighting growing international interest. Visitors from China, Laos, Germany and Japan are among those drawn to experience the scenic lotus fields and capture photos inspired by Lisa.
The surge is generating tangible economic benefits, with boat services alone earning over 400,000 baht in revenue across a single weekend. Authorities see the trend as a strong opportunity to upgrade tourism services, support small operators and strengthen Udon Thani as a quality secondary destination.
To ensure sustainability, the Ministry of Tourism and Sports has ordered stricter safety standards, fair pricing oversight, and enhanced tourist protection. Overall, the Lisa Effect is reinforcing Thailand’s tourism image globally, showcasing the country’s cultural appeal and its ability to turn global influence into local economic gains.
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