Lisa”s hit boosts Yaowarat, soft power

The release of the Rockstar music video by Lalisa” Lisa” Manobal on June 28 has boosted the popularity of Bangkok’s Yaowarat ( Chinatown ) area.

Within 24 days of the video’s posting on YouTube, her first single one in three years had received more than 32.4 million views. Chinatown, where most components of the movie were filmed, has become the place for a verify- in trend.

Following in Lisa’s footsteps, who capitalized on her international standing to promote the historical assets of her home country, did not happen before.

In September 2021, when her single comeback album Lalisa was released, the MV of the first one featured the pop star, who’s a Buri Ram local, wearing a classic Thai headdress and Mai- designed outfits.

Prasat Hin Phanom Rung, an historic site in the state, was featured as a landscape in the picture.

And when Lisa has been captured with any Thai goods, its sales soar.

Typical meatballs from neighborhood street vendors close to Buri Ram railway station were among the items on hand, as was a popular natural inhaler for the elderly.

The authorities should consider using brand impact in its promotional strategies as a result of the Yaowarat trend that the younger idol has sparked.

Strength of judgment officials

Sisdivachr Cheewarattanaporn, president of the Association of Thai Travel Agents ( Atta ), said Lisa, who has more than 100 million followers on Instagram, generates high engagement on social media.

She even represents Thai gentle authority, showcasing features of Thai society to the world, he said. The pop star’s reputation and influence are obvious, according to Buri Ram, where she created the sensation of the meatballs.

He claimed that Lisa should be tapped into her worldwide audience and serve as the government’s cultural ambassador.

” I think that in terms of the country’s photo, the effect is obvious. She has created the most media hype that no other celebrities is.

” Her part as the country’s embassy will be a huge boost. It’s a good investment and it also fosters confidence, “he said.

The private sector lacks the resources to hire Thai ability as a hospitality or ethnic ambassador, according to Mr. Sisdivachr, who called for action from the government.

Sanan Angubolkul, the Thai Chamber of Commerce (TCC), favored working with influential people to promote hospitality.

Nevertheless, he said the use of district ­- brities may be carried out gently without appearing greatly commercialised or forced, then, the approach may lose its appeal.

Lisa’s use of influence to market Thai social assets feels healthy and effective, he added.

Extending beyond Yaowarat

Mr Sanan said the Rockstar music videos will help drive commerce action in every sector, and Yaowarat, which is already a perfect tourist spot, may see a surge in visitors.

He recommended that the government take advantage of this opportunity to expand marketing initiatives beyond Yaowarat to involve local neighborhoods like Song Wat Road, Sampheng industry, and Talat Noi, which are renowned for their diversity.

The use of influencers as commerce ambassadors can also be extended to other parts of the country, according to the TCC chair, and make holiday towns with financial possibility into business, investment, and tolerable cities.

In every province, including Bangkok, TCC is working with the Tourism Authority of Thailand ( TAT ) and the Tourism Ministry to promote high-quality travel through a campaign dubbed the” Happy Model.”

The design consists of consuming nutritious and healthy foods, staying in locations with healthcare facilities, encouraging active living through physical activity like as running and boxing, and collecting native knowledge to share it with others.

Yaowarat can be used in the pilot project with citizens ‘ involvement. Partnership with the local area is crucial to bring conservation, “he said.

He claimed that the” Content Device” initiative can also be supported by the current campaign, which aims to promote 10 second-tier counties as first-tier tourist destinations.

Ten regions selected from all five parts are Phrae, Lampang, Nakhon Sawan, Nakhon Phanom, Sisaket, Chanthaburi, Ratchaburi, Kanchanaburi, Nakhon Si Thammarat, and Trang.

These regions are being encouraged to use local events to promote their cultural, historical, and natural landmarks, and economic potential to attract customers and investors, eventually leading to growth and development.

According to Mr. Sisdivachr, the government should use the opportunity to capitalize on the revenue from Lisa’s music video to promote other tourist attractions in other parts of the nation.

He also urged the government to establish clear objectives, evaluate the preparedness of each targeted province, and formulate a plan before implementation.

Before beginning a plan, preparation is crucial. More security measures must be put in place to increase visitors ‘ safety. They should feel safe when travelling, “he said.

On the bandwagon

According to Aekvaranyoo Amrapala, spokesman of the Bangkok Metropolitan Administration ( BMA ), improving the strength and identity of communities has been a pillar of Bangkok governor Chadchart Sittipunt’s policy.

He claimed that the BMA has improved the infrastructure to facilitate the access of tourist spots in 50 districts of Bangkok as well as developed a program to promote the distinct characteristics of each of the 30 neighbourhoods to promote economic activity.

Communities with their strengths and identities, such as Kadi Chin in Thon Buri district, Nang Loeng in Pom Prap Sattru Phai district, Talad Noi in Samphanthawong district, and Saphan Pla in Sathon district, deserve recognition and respect.

The BMA’s involvement with local communities in organizing events like those for cultural fairs and walking streets has also raised awareness that all parties involved in sustainable tourism must work together, he said.

Song Wat, an old town area filled with traditional shops, has become vibrant and attracted young entrepreneurs due to the BMA’s effort to revitalise the area, he said, adding the areas under development include Bang Lamphu- Klong Ong Ang, Thewet- Talat Thewarat, Pakkhlong Talat, and Yaowarat- Sampheng.

We’ve been working on it, but we also thank Lisa for promoting Thai tourist attractions. She is a global sensation, and]the music video ] gives it an additional boost, “he said.

Thapanee Kiatphaibool, TAT governor, stated that the organization will use this opportunity to promote tourism and create a walking trail through Yaowarat, Songwat, and Talad Noi to draw visitors and increase economic value.

We think the music video will revitalize Bangkok’s tourism industry.

“TAT will promote Yaowarat to catch up with the emerging trends… such as promoting Thailand’s other old town areas in long- distance markets using Yaowarat, which is a well- known destination”, she said.

Flaws to be fixed

Sanga Ruangwattanakul, president of the Khao San Business Association, called on the government to streamline work and revise regulations that impede tourism development.

Low-level officials, he said, would not support the business operators ‘ tourism promotion campaigns out of concerns over complaints and legal actions if these rules were changed.

Mr. Sanga claimed that the government had announced a campaign to promote the Songkran festival for a month but that no money had been allocated to do so.

When the business owners sought sponsorship from the alcoholic beverage sector, the authorities issued a warning against alcohol advertisement.

He claimed that since the music video’s fever is short-lived and will vanish quickly, the government should take action to support the business owners.

” We’re dealing with a situation where the regulations are not in line with government policy,” the statement goes. Outdated laws need to be updated.

” We want to be a tourist city, yet tourists ca n’t order a beer due to limited hours for alcohol sales, “he said.