Building Tourism Talent and a Digitally Driven Think Tank
The Tourism Administration is actively advancing the establishment of the Taiwan Tourism Development and Training Institute, which will focus on four core areas: expanding tourism policy research, enhancing international collaboration, promoting local industry development, and implementing talent cultivation and certification. The institute aims to serve as both a strategic think tank and a hub for digital advancement.
Creating Scenic Area Highlights to Energize Domestic Tourism
Promoting the "The Northern Tropic of Cancer Flagship Project - Smiling South Bay in Taiwan"
The administration will link destinations along the Tropic of Cancer—including Penghu, Chiayi, Tainan, Kaohsiung, Pingtung, Nantou, Hualien, and Taitung—to create southern Taiwan itineraries shaped like a "smiling curve." In collaboration with the Ministry of the Interior's "Traveling Taiwan: Discovering the Beauty of 23.5°N" and the Ministry of Culture's "Tropic of Cancer Cultural Route," the Administration will map recreational resources along the axis and integrate new highlights along the Tropic of Cancer corridor.
Sustainable Tourism Scenic Area Highlights Flagship Project 2.0
Develop sustainable scenic area highlights: Centered on the National Scenic Area Administrations, the Tourism Administration will create themed tourism brands, improve and renovate infrastructure in scenic areas, and reinforce brand identity through related promotional activities. For example, the North Coast, Northeast Coast, and Keelung will be integrated into the “Pearl of the North Coast” green tourism destination.
Build smart and sustainable scenic areas: We will enhance information services at national scenic areas and, through management and service transformation, establish low-carbon, sustainable tourism mechanisms that offer visitors diverse and convenient travel options.
Driving Domestic Travel through Four-Season Tourism Events and Marketing
The administration will refine and expand large-scale seasonal events, including the Taiwan Lantern Festival with a sustainability focus, the Taiwan Summer Festival aligned with the Tropic of Cancer, the Taiwan Cycling Festival integrated with international competitions, and the Taiwan Hot Springs Festival connecting hot spring areas nationwide. This initiative aims to surpass last year’s participation levels. For example, the 2024 Taiwan Lantern Festival attracted over 15 million participants. Leveraging the “100 Taiwan Tourism Highlights”, we will work with central and local governments to roll out phased marketing campaigns that promote domestic travel, encouraging visits to key attractions and targeting a 5% annual increase in visitors to these destinations. We will also upgrade the Taiwan PASS by strengthening transport–attraction connections, integrating the Yilan Short-Term TPASS and Kaohsiung’s MeNGo, to increase product offerings along travel routes and provide visitors with more diverse options, with a sales target of 3,000 passes.
Build Regional Tourism Brands
The administration is integrating the achievements of 18 existing tourism circles and rebrand them into seven “Regional Tourism Circle” brands. In line with the principle of linking international destinations with surrounding areas, showcasing regional character, and strengthening cross-regional collaboration, we will conduct consensus meetings, design itineraries, produce promotional videos, and host marketplace events to enhance regional marketing and stimulate local industries.
Advancing Green Tourism
Integrating Low-Carbon Tourism
The Tourism Administration will actively encourage tourism operators to partner with Taiwan High Speed Rail and Taiwan Railways to combine low-carbon transport with accommodation providers, promoting low-carbon travel models. We will also gradually implement carbon inventories and reduction measures in scenic areas, and support applications for Gold Standard (GS) carbon retirement certificates to realize low-carbon tourism.
Obtaining International Certifications
In response to international sustainable tourism trends, the Tourism Administration will use “Green Destinations” as the core marketing theme, progressively enhancing environmental protection and sustainability standards in national scenic areas, and promoting the acquisition of Green Destinations (GD) certification by local administrations. At the same time, we will actively assist tourism operators in obtaining the Good Travel Seal (GTS), aligning services with global green value chains and enhancing Taiwan's international competitiveness in green tourism.
Promoting Smart Tech Scenic Areas
Building National-level Smart Scenic Areas
The Tourism Administration is developing six pilot smart scenic areas—the North Coast, Northeast Coast, Sun Moon Lake, Alishan, East Coast, and Penghu—by applying smart technologies to improve scenic area management efficiency and enhance visitor service quality. In 2024, a Smart Scenic Area Digital Transformation Project Management Office (PMO) was established. Beginning in 2025, an integrated management platform will be introduced to consolidate weather, crowd, traffic, and incident data for data integration and real-time analysis, providing more accurate decision-making support and better visitor services for a smarter, more user-friendly travel experience.
Hosting the Digital Transformation Expo for the Tourism Industry
Strengthening the Tourism Brand to Attract Visitors to Taiwan
Marketing the Taiwan Tourism Brand 3.0
Under the "TAIWAN-Waves of Wonder" banner, the Tourism Administration will implement promotions through multiple channels—travel fairs, trade briefings, offline ads, online campaigns, and social media. Key placements include billboard advertising in New York’s Times Square, ads on Thailand’s public transportation, outdoor media in the Philippines, and promotional campaigns at JR stations as well as Keikyu and Enoden train wraps in Japan. To boost appeal, special offers will be launched, such as Taiwan PASS discounts and High Speed Rail buy-one-get-one deals.
Enhancing Themed Itineraries and Exchanges
At Expo 2025 Osaka, the Tourism Administration will promote "one trip, multiple stops" by enhancing free half-day tours, introducing free round-trip vouchers for the Taoyuan Airport MRT, and diversifying half-day inbound tour options to encourage transit passengers to enter Taiwan. We will target premium segments through MICE, golf, and medical tourism, while attracting more visitors via large-scale international events such as L’Étape by Tour de France, the World Birdwatching Expo, and the World Camping Gatherings. We will continue tourism meetings between Taiwan and Japan, Korea, and Vietnam, as well as talent exchanges with Thailand to deepen bilateral cooperation.
Expanding Overseas Services Capacity
The Tourism Administration will continue efforts to upgrade the Taiwan Tourism Information Center (TTIC) in Mumbai into a full office, while establishing three new TTICs in Sydney, Amsterdam, and Seattle. Through sustained market diversification and precise marketing, we plan to expand our global presence to 18 offices and nine TTICs worldwide by 2028.
