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Outlook
Expanding Tourism Highlights to Drive a Trillion-Dollar Industry

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Outlook
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To showcase the new post-pandemic face of tourism in Taiwan, the Taiwan Tourism Administration (TTA) presented the Tourism Policy 2024-2028—"Expanding Tourism Highlights to Drive a Trillion Dollar Industry"—at the 3,906th meeting of the Executive Yuan. These policy objectives will be accomplished through four major strategies: "Tourism Branding: Attracting 10 Million Visitors," "Cross-Island Travel: Expanding Domestic Tourism," "Inter-regional Integration: Diversifying Experiences," and "Smart Scenic Areas: Adding Value." The aim is to establish a trillion NT dollar tourism industry with phased implementation of short, medium, and long-term tourism policies to transform Taiwan into a one-of-a-kind travel destination for international travelers.

Short-Term Goals

New Tourism Brand to Attract 10 Million Visitors to Taiwan

The TTA is launching a new tourism brand with the slogan "TAIWAN, Waves of Wonder" to re-shape Taiwan's public image. This initiative aims to deliver a continuous stream of delightful surprises and promote Taiwan globally to attract 10 million international visitors.

New tourism brand launch press conference-Director General of Taiwan Tourism Administration and representatives of 6 city government attended the event

Promotions to Spur Business Opportunities from Domestic Travel

In partnership with central and local government agencies, the TTA will market "Taiwan Tourism 100 spotlights," as well as promote seasonal tourism events and packaged tours to encourage local travelers to explore these attractions. We will also offer travel discounts and incentivize businesses to provide weekday and event-related accommodation deals. A "Taiwan Pass" will be launched for both High-Speed Rail and Taiwan Railway travel, making it easier to travel throughout Taiwan.

Taiwan Tourism Administration announce new tourism brand
Taiwan Tourism Administration announce new tourism brand
Taiwan Tourism 100 spotlights
Taiwan Tourism 100 spotlights

Creating New Value for Scenic Areas and Industries Smartly

A Smart Scenic Area Project Management Office (PMO) will be established to plan smart management, services, and marketing and draft a blueprint for the development of smart scenic areas. This initiative aims to increase the overall quality of tourism and enhance the traveler experience. Digital industry matchmaking events will be organized to help industries diagnose and improve their digital capabilities and service value.

Medium-Term Goals

Creating Quality Tourism Experiences under Brand Taiwan

Five-Pronged International Marketing Strategy

  • Create a global network of 17 offices and 10 service branches to expand reach to Muslim and affluent groups worldwide in line with the New Southbound Policy.
  • Participate in major international travel exhibitions and host overseas promotional events.
  • Collaborate with television programs to film special features on travel in Taiwan or market Taiwan through streaming platforms.
  • Advertise Taiwan tourism at transportation hubs, subway trains, and buses, as well as at shopping malls and large outdoor venues.
  • Invite celebrities and influencers from around the world to experience Taiwan, leveraging social media check-ins and Instagram stories to promote their visits and generate travel interest.

Promotional Incentives to Build Appeal

Continue to promote the "Accelerated and Expanded Inbound Tourism Promotion Program" and launch the "Taiwan PASS - International Visitor Discount Travel Coupons" offering convenient and discounted transportation packages combining High-Speed Rail, MRT, and Taiwan Tourist Shuttle services to encourage international visitors to explore the beauty of central and southern Taiwan.

Establishing the "Tourism Research and Training Institute" as a Center for Industry Research and Talent Development

Taiwan PASS - International Visitor Discount Travel Coupons
Taiwan PASS - International Visitor Discount Travel Coupons
Expanding reach to Muslim and affluent target markets globally in line with the New Southbound Policy
Expanding reach to Muslim and affluent target markets globally in line with the New Southbound Policy

Top 100 Highlights for Island-wide Enjoyment: Revitalizing Seasonal and Regional Travel Trends in Domestic Tourism

The TTA is bringing together central and local governments with national scenic area administrations to invigorate "Taiwan's 100 Tourist Highlights." Combining "scenic sites" with "activities" and "regions," we will partner with local governments to organize stamp collection and incentive activities and invite both domestic and international travelers to experience the diverse seasonal charms of Taiwan with all of its unique local characteristics.

Transforming Tourism for Sustainability and the Digital Era: Enhancing Scenic Area and Service Value

  1. Advancing sustainability and digital transformation, facilitating digital matchmaking, and encouraging the implementation of ESG and other sustainability certifications in the tourism industry.
  2. Promoting the "Foreword-looking Tourism Development Plan," bringing AI to green scenic areas, and achieving sustainable business goals with digital initiatives. Smart tourism applications to be implemented include visitor safety management systems, traffic guidance, digital navigation, electronic payments, and online marketing. The TTA aims to establish six national model smart scenic areas and six scenic areas with international appeal.
  3. Implementing the "Local Experiential Tourism Environment Upgrade Program": Projects completed under this program include the creation of highlights at six major tourism corridors and value-added experience optimization at 135 attractions.
Green Destinations 2023 Conference
Green Destinations 2023 Conference
National Model Smart Scenic Area: Northeast Coast National Scenic Area - Paving the Way to the Hidden Paradise of Alabao Bay through Sustainability
National Model Smart Scenic Area: Northeast Coast National Scenic Area - Paving the Way to the Hidden Paradise of Alabao Bay through Sustainability
World-class Scenic Area: Fulong Coastal Recreational Corridor
World-class Scenic Area: Fulong Coastal Recreational Corridor

Long-Term Goals

Upgrading Tourism, Building an International Presence:

The TTA will establish a dedicated agency to promote international marketing, expand and diversify markets, and precisely target niche visitor groups. International ports in Keelung, Kaohsiung, Hualien, and Penghu will be linked to facilitate international cruise island-hopping and Fly-Cruise models, positioning Taiwan to become a hub for the Asian cruise tour market.

Qimei Visitor Center at Nanhu Harbor, Penghu
Qimei Visitor Center at Nanhu Harbor, Penghu

Building a Trillion NT Dollar Industry through Cross-regional Cooperation:

The TTA is expanding cross-regional collaboration aligned with sustainable tourism principles. These initiatives seek to enhance the capacity of service industry personnel to provide higher quality travel experiences and innovative services, and thereby grow the economic benefits of tourism.

Smart Taiwan, Sustainable Tourism:

Smart scenic sites will be established at all 13 national scenic area administrations and integrate tourism circles in the smart tourism model. This involves bringing together tourism resources (such as national parks and recreation areas) to create a smart visualization integrated management platform and tourism cloud and generate tourism AI from proprietary data. This tourism AI will be used to analyze and provide feedback to support precision targeting of visitor groups and create greater tourism value.

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