The Taiwan Tourism Administration launched its new brand, "TAIWAN – Waves of Wonder," and appointed brand ambassadors in multiple countries to more effectively attract visitors in target markets. Throughout the year, the administration participated in major international travel exhibitions and implemented the Accelerated and Expanded Inbound Tourism Promotion Program, offering consumer spending incentives for independent travelers and subsidies for group tours to encourage more visitors to travel to Taiwan. The administration also strengthened bilateral tourism exchanges with South Korea, Japan, Vietnam, and Thailand, while expanding its international service network with the addition of new overseas offices in Amsterdam, Seattle, and Sydney. In themed tourism, Taiwan continued to promote bleisure travel for business travelers. The MICHELIN Guide Taiwan 2025 expanded its coverage to include New Taipei City, Hsinchu County, and Hsinchu City. The administration also enhanced Taiwan's Muslim-friendly environment, strengthening the international competitiveness of Taiwan's tourism industry.
Strengthening Brand 3.0
In conjunction with the launch of Taiwan Tourism Brand 3.0, " TAIWAN – Waves of Wonder," and related international promotional videos, the Taiwan Tourism Administration promoted four key themes—"Share," "Discover," "Engage," "Enjoy"—to showcase Taiwan's unique appeal, from natural landscapes to diverse cultural experiences. Marketing initiatives in individual markets continued to incorporate the new brand identity. The administration organized delegations to participate in leading global travel exhibitions, including those in Berlin and London, and launched outdoor advertising campaigns in major cities, such as advertisements in New York's Times Square, on London double-decker buses, across MRT trains and stations in Singapore, and on taxis in Malaysia. Through a comprehensive, multi-channel approach, Taiwan continued to expand promotional efforts in key source markets and enhance the international visibility of Taiwan tourism.
Four Themes of the Taiwan Tourism Brand 3.0, " TAIWAN – Waves of Wonder " campaign
