The 2025 Kaohsiung City Travel Agent Association Winter International Travel Fair kicked off with great fanfare on November 28 at the Kaohsiung Exhibition Center. This year, the Matsu National Scenic Area Headquarters, Tourism Administration, MOTC, together with the Lienchiang County Transportation and Tourism Bureau, unveiled a brand-new booth under the theme “Matsu Slow Travel.” From wartime heritage and island scenery to stories behind Matsu’s signature aged rice wine, the exhibit drew large crowds eager to experience the uniquely unhurried “slow-island” charm of Matsu in winter.
Designed around the imagery of Zhongcheng Gate in Dongyin, the Matsu pavilion became a visual highlight on site. The concept also echoed recent annual themes promoted in Matsu—such as senior-friendly veteran-themed travel, the Mountains & Sea Cherry Blossom Season, and the Taiwan Tourism 100 Spotlights initiative. The Headquarters also joined hands with the Lienchiang County Travel Agent Association, along with local Matsu businesses—including CHUAN SHENG TRAVEL AGENCY CO., LTD., Syong Mei Travel Service Co., Ltd., Lin Yi He Workshop, and Matsu Dinghao Specialties—to co-exhibit, offering itinerary consultation, local specialties, and a range of travel-fair-only deals.
In recent years, the Headquarters has actively promoted slow-walking tourism, centering on natural coastlines, wartime tunnel trails, and leisurely village routes. A variety of walking experiences ideal for autumn and winter have been developed, including the Furen Village Coastal Trail in Nangan, the Bishan (Mt. Bi) Trail in Beigan, the Dapu Walking Route in Dongju, and the Dongyong Lighthouse Trail in Dongyin. The Headquarters noted that winter is the best season to feel Matsu’s sea breeze, mountain vistas, and settlement culture—inviting visitors to explore the islands on foot and discover both the warmth of local life and the natural landscape up close.
At the winter travel fair, in addition to Matsu kaoliang, Matsu Old Wine was one of the most frequently asked-about highlights. Among wine lovers, a saying is often shared to describe its mellow aroma: “Open a jar and its fragrance travels a hundred miles; rinse the cask and it intoxicates a thousand households.” Old wine is inseparable from everyday Matsu cuisine—nearly every household relies on its signature aroma in cooking. For example, the seemingly simple “Old Wine Egg Vermicelli”—made with fried egg, shredded pork, and vermicelli—bursts with a rich old-wine fragrance the moment it reaches the palate, warming both body and heart. Another winter-only specialty, “Old Wine Steamed Yellow Croaker,” features tender local yellow croaker gently steamed with old wine, ginger slices, and salt, creating a deep, savory flavor layered with wine aroma—one of the must-try seasonal dishes for visitors during the year-end and Lunar New Year period.
Director Hung, Chih-Kuangof the Headquarters added that with Mandarin Airlines now offering a weekly Friday direct flight between Kaohsiung and Matsu, travel has become even more convenient for visitors from southern Taiwan—creating an important opportunity this year to further develop the southern Taiwan market. Through this Kaohsiung International Winter Travel Fair, the Headquarters is promoting the “Matsu Slow Travel” theme to southern audiences, inviting travelers to visit Matsu in autumn and winter to enjoy the season’s scenery, cultural appeal, and walking-focused experiences—and to plan a slow island journey of their very own.
