Optimizing the Layout of Tourism Highlights and Seasonal Themed Activities
Launching the "100 Tourism Highlights of Taiwan" Campaign and the 2nd Tourism Spotlight Awards
To revitalize the domestic tourism market, generate buzz around domestic travel, and deepen the overall value of the national tourism brand, the Tourism Administration continued the "100 Tourism Highlights of Taiwan" program in partnership with all 22 administrative counties and cities across Taiwan. From November 2024 to October 2025, six major campaign waves were launched in succession: "Taiwan 100 Ways" micro-curations; the "Island-Wide Monthly Party" spotlighting a featured municipality each month; the "Spotlight E-Stamps Fun" digital stamp-collection campaign; the "Chill Style Travel" signature fair; the "Island Fun Trip!" creative competition; and the "Grand Tour Heart Experience" call for proposals. Through trend-driven buzz marketing and cross-regional integration, these activities drove multi-faceted momentum across the domestic travel sector.
In 2025, the 2nd Tourism Spotlight Awards incorporated privately operated local innovation and sustainability highlights for the first time. In November, a total of 32 awards were presented, across categories including the "Top 10 Highlights," "Best International Recommendation," "Best Domestic Travel Innovation," and "Top Popularity" honors. Concurrently,the new list of official highlights for 2026–2027 was released. By strengthening the development of signature attractions and expanding public–private cooperation, the initiative aims to strengthen the depth and breadth of policy implementation while continuing to enhance Taiwan’s overall tourism competitiveness and travel momentum.
Support and Incubation Plan for the Taiwan Tourism Biennial Calendar
The Tourism Administration guided local governments and non-governmental organizations in advancing hallmark events under the Taiwan Tourism Biennial Calendar. A total of 109 events were selected for the "2026–2027 Taiwan Tourism Biennial Calendar," comprising 36 international-level events and 73 national-level events. Marketing and promotion were further strengthened through the Tourism Administration’s fan page and LINE@ community. Subsidies were provided to event organizers to improve event content and environmental facilities. In 2025, a total of 36 projects received subsidies for programmatic and environmental upgrades, encompassing 90 specific quality-enhancement initiatives. Additionally, experts and scholars conducted field audits across 44 designated events.
The 2025 Taiwan Lantern Festival
The Taiwan Lantern Festival has been recognized by the Discovery Channel as a "Fantastic Festival of the World" and serves as Taiwan’s signature tourism hallmark event.. Returning to Taoyuan after a nine-year hiatus, the 2025 Taiwan Lantern Festival was held from February 12 to 23. The event spanned an exhibition footprint of 25 hectares across the Taoyuan HSR Station Plaza, Rakuten Taoyuan Baseball Stadium, Qingtang Park, Qiaxi Road, and surrounding areas. It featured two major zones: the Main Lantern Exhibition and Performance Area in Zone A18 and the Lights Playground in Zone A19. More than 300 works were displayed. The main lantern, "Infinite Wonderland," evoked the high-tech visual identity of a futuristic amusement park. Total attendance exceeded 20.3 million visits, generating more than NT$27 billion in economic output for regional businesses.
The 2025 Solar Festival in Taiwan
The 2025 Solar Festival in Taiwan was centered on the core concept "Cool in the Mountains, Fresh by the Sea." Connecting all 13 National Scenic Area administrations and 22 local governments across Taiwan joined forces to offer a wide range of summer travel experiences. Four major themes—"Taiwan Fun on the Tropic of Cancer," "Come for Tea, Coffee, and Ice," the Taiwan Culinary Exhibition, and "Railway Travel Fun"—were used to integrate distinctive summer recreational activities in national scenic areas and localities. Cross-industry partnerships were also established to generate momentum for Taiwan's summer tourism, stimulate the development of surrounding industries, and shape Taiwan's summer festival brand. The event attracted domestic and international visitors during the peak summer season, drawing 5.28 million visits and generating NT$12.2 billion in economic output.
Taiwan Cycling Festival
Combining tourism and transport resources from counties and cities across Taiwan, the Taiwan Cycling Festival promoted 10 flagship brands and events: the Taiwan KOM Challenge, Formosa 900, Sun Moon Lake Come! Bikeday, Taichung Bicycle Carnival, East Rift Valley Cycling Tour, East Coast Mahengheng to Chenggong 168 cycling tour, Light Up Taiwan, Dapeng Bay Light One Bike cycling event, Penghu Island-Hopping 101, and Wonderland Siraya - 5 COOL Cycling Rally. These events attracted travelers and cycling enthusiasts from around the world to experience the diverse regional charm and local cultural fabric of Taiwan.
The Taiwan Hot Spring & Fine-Cuisine Carnival
The 2025–2026 Taiwan Hot Spring campaign was centered on two major themes: "hot spring cuisine" and "health and wellness." It was officially launched on September 6 at the Chihpen Century Hotel in Taitung. The campaign brought together 19 hot spring areas and local industries, linking promotional activities offered by the participating hot spring areas. It also emphasized the concept that "bathing in hot springs in every season promotes health and wellness." The initiative aims to make "enjoying great mountains, wonderful waters, soothing hot springs, and delicious food" part of everyday domestic travel.
2025 Taiwan Culinary Exhibition
The Taiwan Culinary Exhibition was held at Taipei World Trade Center Exhibition Hall 1 from August 1 to 4 under the theme "Taiwan: Beyond Your Expectations." Regional Tourism Circles from northern, central, southern, and eastern Taiwan, as well as the outlying islands, and Michelin-recognized establishments were invited to showcase their offerings. The exhibition also introduced itineraries and attractions throughout Taiwan and featured an interactive game area and lectures by culinary experts. More than 100,000 visits were recorded, and the exhibition venue received coverage in more than 33 media reports.
East Coast Land Arts Festival and Moonlit Sea Concert
The national press conference for the 11th "2025 East Coast Land Arts Festival" was held in April at Huashan 1914 Creative Park in Taipei. Combining digital technology with landscape aesthetics, the event created immersive spaces that symbolized the way the cultures of the East Coast converge like streams flowing into the sea, opening the curtain on the annual curatorial theme "Becoming an Estuary."
The festival completed four large-scale site-specific installations and connected over 40 events organized through arts and cultural platforms in Hualien and Taitung, together with eight Moonlit Sea Concert. During the festival period, more than 30,000 visitors were drawn to the Duli Visitor Center. Ticketed performances and the creative artisan market achieved outstanding turnouts, effectively driving revenue for neighboring hospitality and tourism businesses. Through in-depth exchanges between international influencers and Austronesian music and dance troupes, the event deepened the brand identity of the East Coast arts tourism corridor and positioned eastern Taiwan as a world-class sustainable travel destination.
