With the rises of global sustainable tourism, to promote the unique battlefield scenery, Mindong culture and rich ecosystem, while also echoing the “Salute to the Sea” initiative, the Matsu National Scenic Area Headquarters (hereinafter referred to as “Headquarters”) under the Tourism Administration, Ministry of Transportation and Communications, held the grand press conference “Island Cleanup Journey, Slow Travel in Matsu” today at the Tourism Administration Visitor Center. Distinguished guests in attendance included Fang Cheng-kuang, Chief Secretary of the Tourism Administration, MOTC; Chen Ju-lan, Director of the Lienchiang County Bureau of Transportation and Tourism; Wu Chin-ping, Chief of Beigan Township; Lin Te-chien, Chief of Dongyin Township; Chen Le-li, Chief of Juguang Township; Yang Yao-chih, Leader of the Matsu Tourism Circle Alliance; Gu Su-chin, Chairperson of Ever Rich Duty Free Co.; Wu Yu-jen, Associate General Manager of Mandarin Airlines; Wu Yi-fen, Manager of UNI Air’s Business Department; Weng Ping-tsan, Deputy Chairman of the Travel Agent Association of the ROC; Ke Mu-chou, Vice Chairman of the Taipei Association of Travel Agents; Sang Kuo-chung, Administrative Director of the Matsu Campus, National Taiwan Ocean University; Wang Yue-tsung, General Manager of Lion Travel; Chang Mei-man, Deputy Associate Manager of Lamigo International Travel Service; Chang Chuan-han, General Manager of Lee Ting Travel (Taipei Branch); Huang Hsin-ying, Deputy Manager of ezTravel International Travel Service; Wu Chien-hsing, Associate Manager of Everfun Travel; and Wang Hua-ti, Matsu cultural historian, among others. Officially announced the launch of a series of walking tour experiences, inviting the public to slow down, embrace the spirit of “clean walking” and explore the beauty of Matsu through responsible tourism.
Chief Secretary Fang Cheng-kuang highlighted that the Matsu island, with their dramatic wartime heritage sites, rustic Mindong stone house villages, spectacular coastal landforms, and precious tern habitats, have attracted plenty of visitors. In the past, most of the visitors tend to do quick, “check-in” style tourism. To guide the public toward more immersive experiences aligned with sustainable development, the Matsu Headquarters designed the “Island Clean Walk” program to emphasize that walking is more than mere movement – it is a meaningful connection with the land and culture.
Matsu Headquarters Director Hung Chih-kuang noted that in recent years, pilgrimage-style walking routes, such as Spain's Camino de Santiago and Japan’s Kumano Kodo, have become popular among Taiwanese travelers. As Taiwan’s only county without a single traffic light, Matsu offers well-developed walking systems across its islands, alongside unique Mindong architecture, billion-year-old granite coastlines, and seasonal floral landscapes.
The “Island Clean Walk – Matsu Slow Travel on Foot” features diverse cultural and ecological walking routes, including:
Nangan Religious Pilgrimage Tour
Juguang Wartime Heritage Tour
Beigan Ecological Exploration Tour
Dongyin Geological Discovery Tour
These routes allow visitors to walk through historic sites, listen to stories of old architecture, and experience the islands’ ecological wonders firsthand. The program integrates environmental education to encourage eco-friendly behavior while enjoying the journey.
To further promote the walking tours, the Matsu Headquarters collaborated with La new Group’s Namico Travel and several major travel agencies to launch five-day itineraries. Namico Travel will lead four tour groups, with the inaugural trip scheduled for September 11, personally guided by La new Chairman Liu Pao-yu, who will accompany participants on inter-island walks to explore Matsu’s natural and cultural landscapes.
The first public event will be held on September 17, 2025, featuring “Celebrity-Led Walks” with TV host Windy Tuan (Go Go Taiwan) and local guide Captain Cheng Chih-hsin, who will lead visitors through the beauty of Juguang. Registration details can be found at the event link (https://pse.is/837nqs), with limited spots available. Another highlight will take place on October 20, 2025, when renowned Taiwanese travel writer Hsieh Che-ching, known as the “Walking Encyclopedia,” will guide participants on an ecological journey at Beigan’s Luoshan.
In addition, the Matsu Headquarters will launch a “Island Clean Walk – Matsu Slow Travel” Stamp Collection activity. Travelers who complete walking routes across the islands can collect stamps along the way and redeem special gifts. Whether traveling solo or with friends, the program offers a unique way to experience Matsu. Event details will be shared on the official Facebook page Matsu iGO.
The Matsu Headquarters sincerely invites all nature lovers and cultural enthusiasts to join the “Island Clean Walk” movement. By slowing down and listening to the dialogue between oneself and Matsu, visitors can savor the land’s unique historical and natural character through slow walking tours, deeply exploring the beauty of Matsu.
