In response to the government's revitalization of national tourism, the Northeast and Yilan Coast National Scenic Area Administration took the lead in establishing the Great Northeast Tourism Union in 2019, drafting "The Great Northeast Coast Tourism Image Building Plan" in May 2010. This plan called on 14 towns in Yilan and New Taipei to select a total of 30 local organizations and industrial operators. Initially, the Administration invested NT$6 million assisting the transformation of 30 operators and then they invested more than NT$3 million boosting the hardware and software of the tourism industry. The objective was to increase resources in advance of the pandemic ending, and prepare for expanding domestic tourism demand in the post-pandemic period.
Proposals for 30 tourism image building transformation projects covered five major types of local industry, including youth entrepreneurship, tourism agriculture and fisheries, cultural and creative industries, community building and sustainable tourism. The projects ranged from industrial brand image packaging, reception space decoration, environmental circulation improvement, service process design, marketing and promotional video filming. For example, Toucheng Leisure Farm worked with architects Gan Mingyuan and Li Luzhi to create a new check-in hotspot with bamboo swings. Gongliao Organic Bookstore initiated an improvement project to offer friendly bathroom facilities for travelers on the Danlan Historic Trail. Gangkou Community Development Association and Maoao Community Development Association sought to optimize fishing industry guided tour stations and beautify the community environment. Sinbow Onion Experience Farm cooperated with illustrators to decorate the location with childlike interactive designs. It has also actively expanded the home delivery market in response to the pandemic; Music Rice Creative Production and Marketing Enterprise converted a Market Mother clothes shop into a market learning studio; Hipei Life Studio transformed an abandoned factory into a transfer base for marine sports. The Northeast Coast Administration hopes to achieve substantial transformation and optimization, by integrating local resources and tourist charm to boost local tourism, engaging in official and local co-investment in the tourism industry. This involved taking advantage of the fact that there were no tourists due to the pandemic to focus on building a unique regional brand for the Great Northeast Tourism Union, thereby creating an optimal travel experience for tourists and promoting the expansion of the local economy in the post-epidemic era.
Director Ma Whei-Da said that the frontline services of the tourism industry make the most direct impression on tourists. By injecting resources into the tourism union plan promoted by the Tourism Bureau, operators were encouraged to invest in the transformation and improvement of tourism and inject new blood into the industry. Despite the impact of the COVID-19 pandemic, the 30 transformation projects are expected to be gradually completed by the end of May, presenting a fresh service image. It is also hoped that these 30 demonstrations integrate local resources and tourism charm, work together to boost local tourism, create a unique regional tourism brand, and the best tourism experience possible for tourists.
