The Matsu National Scenic Area Headquarters (Matsu Headquarters), under the Tourism Administration, Ministry of Transportation and Communications, simultaneously held the 2026 Matsu Tourism Union General Assembly and the election of its Chairman and Vice Chairmen across four visitor centers under its jurisdiction yesterday (3rd). Combining online and in-person formats, the event not only completed the election of the new union leadership team, but also featured a "Sustainability and Service Quality Certification Award Ceremony," showcasing the remarkable achievements of Matsu’s tourism industry in collaboratively advancing self-governance, sustainable development, and quality enhancement.
Following a transparent public ballot-counting process, the assembly officially announced the 2026 leadership election results: Liu Hao-chen of Dayspring Matsu Food & Travel Co., Ltd. was elected as the 3rd Chairman of the Matsu Tourism Union. The four township Vice Chairmen elected are Liu Hui-ting of Daydream Creative Development Co., Ltd. (Nangan), Wang Yuan-sung of Longfu Hotel Co., Ltd. (Beigan), Wang Yu-jen of Dongyin Cape B&B I (Dongyin), and Cheng Chih-hsin of Captain B&B (Juguang). Guests and industry representatives in attendance extended warm congratulations to the newly elected Chairman and leadership team.
Newly elected Chairman Liu Hao-chen is a prominent, proactive, and visionary local young entrepreneur in Matsu. With years of experience cultivating local hospitality and dining brands, he possesses solid practical expertise, keen market insight, and deep passion for transforming and upgrading Matsu’s tourism industry. In his inaugural remarks, Chairman Liu emphasized that he will work closely with the four township Vice Chairmen to fulfill four core platform initiatives: deepening cross-regional integration across the islands, introducing AI digital tools to assist local businesses, establishing industry co-learning organizations, and sharing local operational tools and management knowledge to lead Matsu tourism toward self-governance and sustainable transformation.
In his address, Hong Chih-kuang, Director of the Matsu Headquarters, noted that deepening and advancing the tourism union requires cross-sector collaboration among industry, government, academia, and youth, alongside generational continuity of local leadership. The assembly featured a touching handover ceremony in which Director Hong personally presented a certificate of appreciation on behalf of the Headquarters and industry partners, expressing profound respect and heartfelt gratitude to outgoing. Director Hong commended Chairman Yang for his years of selfless dedication and boundless enthusiasm in driving Matsu’s tourism development. During his tenure, Chairman Yang tirelessly led his team across all four townships and five islands—Nangan, Beigan, Dongyin, and Juguang—connecting resources across local industries and preserving traditional culinary and cultural heritage to promote the beauty of Matsu. Through his selfless commitment and forward-thinking leadership, Chairman Yang injected vital momentum and a fresh outlook into Matsu's sustainable tourism, laying a solid foundation for industry transformation and earning warm applause from all attendees.
Another major highlight of the assembly was the presentation of quality certification certificates. All 10 local businesses mentored this year achieved a 100% pass rate for both the "SGEQC Sustainable Quality Certification" and the "ISQM International Service Quality Certification." Spanning all four townships and five islands, the dual-certified businesses include Dayspring, Longfu Hotel, Haidao Bobo, Shanhai Yijia Hall, Liangjingjing Cultural and Creative Enterprise, Cape B&B, Pusu Business Hotel, Muguang B&B, Qinbi Mountain City B&B, and Beiao Mishanju. Through one-on-one on-site expert guidance and quality optimization, these operators demonstrated their commitment to sustainability through local service, elevating the quality of dining, lodging, sightseeing, and shopping in Matsu to international standards.
In terms of regional integration and brand marketing, the Matsu Tourism Union has demonstrated breakthrough cross-industry influence in recent years. Beyond partnering with Fullon Hotels & Resorts to promote Mindong culinary exchanges and local ingredient cataloging, the Union launched an in-depth cross-industry collaboration this year with major domestic convenience store chain FamilyMart. This partnership promotes co-branded Matsu specialty products and expands both physical and online retail channels for local e-commerce businesses, bringing Matsu’s premium local products and traditional Mindong food culture directly to over 4,000 stores nationwide. Through targeted online-to-offline (O2O) marketing, the initiative maximizes the national visibility and influence of the Matsu tourism brand.
