Spurring Local Travel through Special Tourism Events
The 2022 Taiwan Lantern Festival
Described by the Discovery Channel as one of the "best festivals in the world," the Taiwan Lantern Festival is Taiwan's top tourist festival event. Returning to Kaohsiung after a 20-year absence, the 2022 event was held from February 15, 2022 to February 28, 2023 under the theme of "Lights on the Spot." It was the largest lantern festival to date, spanning 100 hectares over two main venues–Weiwuying and Love River Bay, including the Kaohsiung Pop Music Center and the National Kaohsiung Center for the Arts (Weiwuying).
The 2022 Lantern Festival blended traditional lantern art with cross-domain design aesthetics and a contemporary flavor. Traditional lantern artists, illustrators, and art teams worked together to give the festival a new face that merged tradition with innovation. The design of the main theme lantern was greatly enhanced by the contribution of renowned calligrapher Grace Tong, who presented the deconstructed Chinese character for "phoenix" in her abstract design. Visitors were dazzled in each lantern area by interactive sensory experiences. In addition, COVID-19 prevention measures were strictly enforced to ensure visitor safety. The festival attracted over 11.55 million visitors and generated an economic value of NT$17.6 billion.
Taiwan Tourism Biannual Calendar Support Plan
The Tourism Bureau provided assistance to local governments and private organizations to make 93 quality improvements at 30 events in 2022. These included 1) the Chiayi City International Band Festival, 2) Art Taipei, 3) the Taichung County Mazu International Festival, 4) the Miaoli Bombing the Dragon Activity, 5) the Sanyi Wood Carving Festival, 6) Christmasland in New Taipei City, 7) the Taipei Lantern Festival, 8) the Ershui International Water Festival, 9) the Lungan Dragon Boat Festival, 10) Sword Grass Season on the Caoling Historic Trail, 11) the Song-Jiang Jhen Battle Array in Neimen, 12) the Kaohsiung Lantern Festival, 13) the Nantou Starry Night Festival, 14) Chiayi City Weaving with Light, 15) the Dancing with Shadow Art Exhibition, 16) the Pingtung Luo Shan Feng Arts Festival, 17) the Kinmen Mid-Autumn Festival Dice Game for Mooncakes, 18) the Taiwan Maolin Purple Butterfly Valley Biennial Butterfly Beauty Festival, 19) Wedding under the Divine Tree of Alishan, 20) the Alishan Tea Festival in Four Seasons, 21) Taipei Nuit Blanche, and 22) the Taichung International Tapestry Festival.
The 2022 Taiwan Summer Tourism Festival
The Tourism Bureau continued to promote summer travel, adapting to changes in post-pandemic travel concepts and spending habits. The bureau restructured summer travel resources and revamped the Taiwan Summer Tourism Festival brand to highlight the themes of "Cooling Down," "Summer Relief," and "Refreshing Fun." It integrated unique summer recreational activities and facilities at various national scenic areas, cities, and counties. It also partnered with cross-industry alliances to boost summer tourism in Taiwan, stimulate peripheral industries, and re-brand summer festivals. This initiative attracted 8.73 million visitors and generated an economic value of NT$23.3 billion.
2022-23 Taiwan Top-10 Hot Spring Destinations: 40 Degrees of Serenity
The Tourism Bureau continued the Taiwan Top-10 Hot Spring Destinations: 40 Degrees of Serenity theme in the 2022-23 hot spring season under the theme of "Hot Spring Strolls." Nineteen high-quality hot spring areas in northern, central, southern, and eastern Taiwan were integrated in the Taiwan Top-10 Hot Spring Destinations and Golden Hot Spring Award events. Program spokesperson Yaoyao promoted hot spring fun in northern Taiwan. A voting activity and prize drawing for the Golden Hot Spring Award was held from November to the end of December 2022, attracting 45,131 participants. The award ceremony was held at Sun Moon Lake’s Fleur de Chine Hotel. The Tourism Bureau helped county and city governments and hot spring operators to improve the quality of Taiwan's hot spring areas, help hot spring businesses create a new hot spring tourism image, and integrate surrounding attractions, festivals, and unique local cuisines. The program attracted domestic and international visitors to hot spring areas and increased tourism revenue.
2022 Fun in Taiwan: Promoting Six Scenic Spots with International Charm
Taiwan tourism brings together a range of themes in a brand highlighting diversity and lifestyle. In 2022, the Tourism Bureau promoted a variety of travel experiences to attract visitors to six scenic spots with international charm and the support of tourism circles. The experiences were organized into four main themes: "Ecology," "Culture," "Food," and "Entertainment." The bureau also organized two in-person events: "Fun in Taiwan: Multi-themed Tourism Experience at Six Scenic Spots with International Charm" and "Tourism Circle Digital Stamp Collection Fun"; as well as three online activities: "Travel to Taiwan: You are the Food Photographer," "Island Hopping Capturing Beautiful Moments DIY Postcard Activity," and "Online Jigsaw Puzzle Game for Advanced Players." These activities were promoted through various media channels to achieve widespread exposure and increase engagement. They attracted 114,851 participants and 127,288 website visits, with a total engagement of 46,201,318 people.
