In 2024, the Tourism Administration advanced more than 500 action plans and invited 4,286 media and industry representatives from around the world to Taiwan on familiarization tours.
Strengthening Brand 3.0
On May 6, 2024, the Tourism Administration unveiled the new Taiwan Tourism Brand 3.0: "TAIWAN-Waves of Wonder," upgrading the brand to position Taiwan as a destination for purpose-driven travel. Market-specific campaigns were aligned to the new brand, and on October 28 a new international brand film was launched under four themes—Share, Discover, Engage, Enjoy—showcasing Taiwan's unique appeal, from natural landscapes to vibrant multicultural life. The film aired on CNN, BBC, Netflix and major social platforms, boosting Taiwan's global visibility as a travel destination.
