Matsu National Scenic Area Headquarters, Tourism Administration under the Ministry of Transportation and Communications has partnered with Xiamen Boundless Culture and Tourism Co., Ltd. (Boundless Travel) to promote tourism in Matsu. A familiarization tour was conducted from December 4 to 6, during which the group visited key attractions in Nangan, Beigan, and Juguang. This initiative aims to unveil the mystique of Matsu, with hopes of attracting more mainland China’s tourists to experience the rich cultural and scenic charm of the islands through this exploration and subsequent promotional efforts.
As winter approaches, Mainland China’s tourists can be seen at famous attractions and on the streets of Matsu. According to statistics on inbound travelers released by the Tourism Administration, as of December 6, 2024, the cumulative number of visitors to Taiwan has exceeded 7 million, surpassing the 6.48 million recorded in 2023. This indicates a steady growth trend in the overall market. This steady growth trend reflects Taiwan's enduring appeal to international tourists, despite various challenges. It also suggests that the tourism sector is gradually recovering from unfavorable factors that affected the inbound market earlier this year. Additionally, the resumption of the "Mini Three Links" between Kinmen, Matsu, and mainland China at the beginning of 2023, following the easing of the COVID-19 pandemic, has further boosted cross-strait tourism. The latest statistics reveal that the number of mainland China’s tourists visiting Kinmen and Matsu via the Mini Three Links has exceeded 10,000, highlighting the growing interest in these destinations.
As the number of Mainland China’s tourists to Matsu continues to grow, Matsu National Scenic Area Headquarters is also deepening the travel experience for these visitors. In collaboration with the Tourism Bureau’s Fuzhou Office, they invited representatives from Xiamen’s Boundless Travel agency and well-known online influencers to visit Matsu for an inspection tour.
Xiamen Boundless Travel, known for its extensive expertise and diverse tourism resources, specializes in creating customized group travel experiences. During the tour, the team, along with influencers, captured Matsu's stunning landscapes and cultural highlights through photos and videos, sharing them on popular online platforms to promote Matsu tourism to their followers.
This trip included visits to several hidden gems across Nangan, Beigan, and Juguang, such as:
The "Zebra Rock" geological formations along Qiugui Mountain's coastline.
The Century-Young Maiden Mazu Temple: Tie-Ban-Tianhou Palace
The majestic Beihai Tunnel in Nangan.
The ecologically rich Dapu Fish Trail.
The Dapu Stone Inscriptions, commemorating the achievements of historical generals.
The revitalized Dapu Village.
The scenic Dongyang Mountain Trail, built along steep cliffs.
The Dongju Lighthouse, a national monument on Dongju Island.
Bishan, Matsu's highest peak.
The well-preserved traditional Mindong-style architecture of Qinbi Village.
The inspection group mentioned that this trip provided a deeper understanding of Matsu's tourism resources. They expressed hope to attract Mainland China’s tourists to Matsu by designing customized itineraries and further integrating and promoting Matsu's tourist attractions. Additionally, they engaged with local tourism operators to learn about the area's tourism services and facilities and explored opportunities for future cooperation in the tourism market between the two sides.
Matsu National Scenic Area Headquarters stated that it hopes this on-site visit will enable travel industry professionals to better understand Matsu's unique charm and attract more tourists to the region. Matsu National Scenic Area Headquarters will continue to launch various marketing and promotional activities to highlight the allure of Matsu's attractions, its rich cultural diversity, and the friendly demeanor of its people to mainland Chinese visitors.
Additionally, Matsu National Scenic Area Headquarters is strengthening collaboration with local governments to integrate diverse themes such as culture, sports, and wartime heritage. By developing a wide range of appealing and diversified travel products, they aim to attract even more international tourists to explore and experience the distinctive beauty of Matsu.
