Developing Attractive Destinations
Medium-term Program for Major Tourist Attraction Development
Improvements were completed at 266 major tourist attractions, including upgrades to visitor facilities in the Fulong area and renovations at the Guanyinshan Recreation Area. In addition, 109 universal-access facilities were developed, including the Guishan Island Settlement Streetscape Improvement Project, accessible trails, and visitor interpretation facilities, providing visitors with a more accessible and user-friendly travel experience.
Experiential Tourism–Local Tourism Environment Development Program
Subsidies were provided to local governments for 220 projects to develop recreational destinations and enhance tourism environments. These included Phase 2 of the Gaorao Nature Trail Environmental Development Project in Taoyuan City and environmental improvements to the Qingjing Trail and surrounding facilities in Ren'ai Township, Nantou County. By 2025, cumulative visitor growth had reached 87.06% compared with the 2020 baseline year.
Scenic Area Evaluation and Quality Improvement Program
A total of 65 on-site supervisory inspections were conducted at national scenic area (NSA) administrations, together with 125 evaluation visits to local designated scenic areas, helping strengthen scenic area operations and management.
Travel Safety Inspection and Enhancement Program
Safety and quality inspections were conducted for 2,801 tour groups. Tourist amusement enterprises and city and county governments were assisted in conducting 141 mass-casualty emergency response drills and training sessions Local governments were also supervised in carrying out 81,113 inspections of lodging establishments. In addition, 260 travel safety audits, patrols, and inspections were completed across 13 National Scenic Area administrations, helping safeguard visitor safety.
National Scenic Area Public Restroom and Related Travel Service Facility Optimization Program
Improvements were completed for 65 public restrooms in NSAs, providing visitors with cleaner and more comfortable travel environments.
Developing Themed Travel
Domestic Tourism Themed Travel Enhancement Program
In line with each year’s tourism theme, the National Scenic Area administrations developed a total of 65 themed itineraries. A selection and promotion program for diverse itineraries was also conducted, with a total of 261 themed itineraries selected and promoted over the program period, providing visitors with a wide variety of travel options.
Indigenous Tourism Promotion Program
Overseas media representatives and tourism industry professionals were invited to Taiwan on familiarization tours and promotional visits to destinations including the Ciyakang Tribe in Hualien, the Tsou Shanmei Tribe in Alishan, the Atayal village of Smangus in Hsinchu County, the Pisirian Tribe in Taitung, Maolin District in Kaohsiung City, and Sun Moon Lake in Nantou County. A total of 29 international Indigenous tourism marketing initiatives were carried out. The Taiwan Tribal Tourism Carnival was also held, and 30 Indigenous tourism itineraries were introduced to showcase the distinctive cultures of Taiwan’s Indigenous communities.
Upgrading Taiwan PASS
The program integrated Taiwan High Speed Rail, Taiwan Railways, four metro systems, and four popular Taiwan Tourist Shuttle routes. The Taiwan PASS High Speed Rail Edition was launched on January 1, 2024, followed by the Taiwan PASS Taiwan Railways Edition on July 1, 2024. On April 10, 2025, three upgraded Taiwan PASS products were introduced. Going forward, additional travel services will continue to be integrated to further expand and diversify Taiwan PASS offerings.
Local Specialty Tourism Partnership and Promotion Program
The Travel Quality Assurance Association, R.O.C. was assisted in organizing the selection of Golden Quality Travel Itineraries, renamed the International Golden Travel Awards in 2023, helping travel agencies develop innovative, high-quality experiential tourism products. Between 2022 and 2023, three media familiarization tours were organized. From 2022 through 2025, 308 award-winning itineraries were selected. Beginning in 2023, sustainable tourism promotion and training programs were launched in response to growing emphasis on sustainable tourism development, with 8,906 participants by the end of 2025.
Taiwan Tourism Biennial Calendar Selection and Support Program
The program leveraged major events to stimulate tourism while strengthening local marketing efforts and improving event quality. Between 2021 and 2025, local governments, private organizations, and National Scenic Area administrations implemented 419 quality improvement initiatives. The selection of events for both the 2022–2023 Taiwan Tourism Biennial Calendar and the 2024–2025 Taiwan Tourism Biennial Calendar was also completed. In 2025, the Tourism Biennial Calendar featured 108 events, attracting more than 100 million visitor trips and generating over NT$130.2 billion in economic benefits.
Flagship Tourism Event Program
Six benchmark events were organized, including the Taiwan Lantern Festival (20.3 million visits in 2025), Taiwan Culinary Exhibition (more than 100,000 visits in 2025), Solar Festival in Taiwan (38 events), National Hot Spring Marketing and Promotion Campaign (13 events), Taiwan Cycling Festival marketing and promotion activities (17 events), and the Taiwan East Coast Land Arts Festival–Moonlit Sea Concert (33 events).
Tourism Circle Promotion and Implementation Program
The 13 NSA administrations completed the establishment of 18 Tourism Circles. Through resource sharing, the program strengthened the Tourism Circle brand and subsequently integrated the 18 Tourism Circles into seven Regional Tourism Circles—Northern, Central, Southern, Eastern, Penghu, Kinmen, and Matsu. These Regional Tourism Circles serve as collaborative platforms for integrating local resources and developing distinctive tourism products with international appeal.
Fostering a Stronger Tourism Industry
Travel Industry Development Promotion Program
To strengthen the travel industry's brand competitiveness and support its continued upgrading, the Tourism Administration implemented measures to enhance market competitiveness, attract more international visitors to Taiwan, improve service quality, strengthen travel safety, and encourage the development of innovative tourism products. Beginning in 2020, travel industry associations and nationwide public-interest tourism organizations recognized by the Tourism Administration became eligible to apply for subsidies, in accordance with applicable regulations, to provide professional training for industry personnel. Over the four-year program period, a total of 67 projects were implemented by the end of 2023.
Lodging Industry Development Promotion Program
To encourage quality enhancement and brand development within the lodging industry, from 2021 to 2025 a total of 1,643 hotels completed business transformation or service quality improvement initiatives, 161 lodging operators participated in the Star Hotel Rating Program, and 1,313 homestays newly obtained Taiwan Host certification.
Tourist Amusement Enterprise Diversification and Transformation Plan
The Tourism Administration introduced the Directions for Subsidizing Quality Improvements in the Tourist Amusement Industry to support operators in investing in new attractions, upgrading facilities and equipment, introducing innovative services, and expanding digital infrastructure. From 2021 to 2025, subsidies were approved for 78 operators, supporting initiatives focused on innovation, smart tourism, visitor safety, and sustainable development.
Tourism Industry Talent Training Promotion Program
Through the Tourism Industry Talent Development Program, specialized training was provided for mid- and senior-level managers in the travel, lodging, and tourist amusement sectors, with curricula tailored to the needs of each industry. From 2021 to 2025, a total of 3,703 participants completed the program, helping to strengthen professional capabilities and enhance service quality across the tourism industry.
Advancing Digital Tourism Experiences
Digital Tourism Promotion Program
Digital value-added services were promoted through mobile travel applications and immersive technologies such as augmented reality (AR) and virtual reality (VR). From 2021 to 2025, 11 digital tourism experience sites were completed: To accelerate the digital transformation of the tourism industry, the Tourism Administration organized the Tourism Open Data Hackathon and the Digital Expo for the Tourism Industry. It also upgraded and expanded its Tourism Big Data Platform by integrating multiple data sources and enhancing its analytical capabilities. From 2021 to 2025, the platform supported the development of five data analytics applications, including analyses of the lodging industry, providing valuable insights for internal decision-making and future tourism policy and industry planning.
Digital Experience Value-added Program
Digital value-added services were promoted through mobile travel applications and immersive technologies such as augmented reality (AR) and virtual reality (VR). From 2021 to 2025, 11 digital tourism experience sites were completed. To promote Taiwan's diverse cycling routes, 16 new cycling routes were professionally filmed and made available on Rouvy, an international virtual cycling platform. In 2024, in conjunction with the L'Étape Sun Moon Lake by Tour de France cycling event, an online riding challenge based on Tour de France routes was hosted on the Rouvy platform, combining online and on-site activities to showcase Taiwan as a cycling destination. The Taiwan Tourism Information Website was also enhanced with a Smart Tourism Map and an AI-powered chatbot, making travel information more accessible and convenient for visitors.
i-center Branding and Business Model Promotion Program
NSA administrations were encouraged to expand Mobile Visitor Services, extending tourism information beyond visitor centers to high-traffic tourist locations and providing flexible, on-site assistance at major attractions. From 2021 to 2025, 653 "Ask Me" Information Stations were established, with 59.7% offering foreign-language services or digital brochures.
Convenient Transportation for Independent Travelers Program
A total of 90 Taiwan Tourist Shuttle routes were in operation during the program period. Beginning on May 20, 2023, travelers using electronic ticketing—including mobile payment—became eligible for 50% discounted fares on designated promotional routes. From 2023 to 2025, the Taiwan Tourist Shuttle system served 17.02 million passenger trips. The Taiwan Tour Bus network expanded to 29 operators offering 105 routes. Between 2023 and 2025, promotional campaigns—including a Buy One, Get One Free offer for two travelers, as well as limited-time discounts of 70%, 80%, and 90% off —were launched to encourage travel and received a strong public response. In 2025, 17 operators recorded year-on-year revenue growth of more than 2% compared with the same period in 2024.
Expanding Visitor Markets
Targeted Market Development Program
Following the pandemic, international visitor arrivals to Taiwan recovered steadily. In 2025, Taiwan welcomed 8.574 million international visitors, representing a 9.1% increase over the 7.85 million arrivals recorded in 2024. Visitor arrivals from Japan, Hong Kong and Macao, and South Korea each surpassed the one-million mark. Looking ahead, Taiwan's tourism policy will pursue balanced growth in both quality and quantity, placing greater emphasis on tourism value creation and visitor experience. In addition to increasing visitor numbers, the focus will shift toward higher per capita spending and longer lengths of stay, attracting high-value visitors while safeguarding residents' quality of life and advancing sustainable tourism development.
Strengthening Brand Marketing
Strengthening Taiwan's Tourism Brand through Market-specific Ambassadors: To broaden the reach of Taiwan's tourism marketing, the Tourism Administration implemented a wide range of promotional initiatives, including participation in international travel fairs, overseas tourism promotion events, outdoor advertising, digital marketing campaigns, and collaborations with key opinion leaders (KOLs) on social media platforms. Market-specific tourism ambassadors were also appointed for Japan, South Korea, Malaysia (Muslim market), Indonesia, and Thailand. These included acclaimed Japanese actor Satoshi Tsumabuki, Kyuhyun of the Korean group Super Junior, Indonesian celebrity Mikha Tambayong, and Thai actor Teeradetch Metawarayut, helping generate widespread international attention for Taiwan tourism.
Expanding Overseas Tourism Service Networks: From 2021 to 2025, the Tourism Administration established one overseas office in Busan and eight Taiwan Tourism Information Centers (TTICs) in Mumbai, Jakarta, Paris, Vancouver, Manila, Amsterdam, Seattle, and Sydney. Together, these overseas offices have strengthened the capacity and reach of Taiwan's international tourism service network. Supported by a globally coordinated strategy and diversified marketing initiatives, they continue to expand Taiwan's international visitor markets.
Strengthening Partnerships to Promote Themed Tourism: The Tourism Administration enhanced both bilateral cooperation—including Taiwan–Japan, Taiwan–Korea, Taiwan–Vietnam, and Taiwan–Thailand tourism conferences, as well as Taiwan–Thailand tourism talent exchanges—and multilateral engagement through organizations such as APEC and PATA to monitor global tourism trends and expand international opportunities. Working in partnership with the Ministry of Culture, Ministry of Agriculture, Ministry of Economic Affairs, Ministry of Sports, Hakka Affairs Council, and Council of Indigenous Peoples, the Administration promoted a wide range of themed tourism experiences, including cultural tourism, recreational agriculture and fisheries, MICE tourism, international sporting events, Hakka cultural destinations, and Indigenous tourism. By integrating tourism resources across sectors, these collaborations strengthened Taiwan's tourism offerings and accelerated industry development.
Targeted Market Development Program
Incentive travel: The Directions for Incentives to Promote Overseas Incentive Travel to Taiwan were revised in 2022 and 2025 to strengthen Taiwan's competitiveness in the incentive travel market. From 2021 to 2025, the program attracted 49,245 incentive travelers to Taiwan.
Educational travel: From 2021 to 2025, Taiwan welcomed 74,244 educational travelers.
Muslim-friendly Tourism: Since 2021, Taiwan has consistently ranked among the top three non-Organization of Islamic Cooperation (OIC) destinations in the Global Muslim Travel Index (GMTI), demonstrating the success of its efforts to develop a welcoming and Muslim-friendly travel environment.
Senior and Accessible Tourism: From 2021 to 2025, the Tourism Administration provided guidance to travel agencies in promoting senior and accessible tourism, subsidizing a total of 1,519 tour groups, and established 65 accessible tourist attractions, continuing to promote tourism that is inclusive and accessible to all.
Taiwan Tourism Brand Enhancement Program
On May 6, 2024, the Tourism Administration officially unveiled the new Taiwan Tourism Brand 3.0 visual identity, "TAIWAN – Waves of Wonder." Since its launch, the new brand has been promoted worldwide through an integrated multimedia marketing campaign. Advertising has appeared across influential media channels in Taiwan's key visitor source markets, including BBC in the United Kingdom, CNN in the United States, prominent outdoor displays in New York's Times Square, and leading digital platforms such as Netflix, Google, and YouTube. Through these high-profile campaigns, the Tourism Administration has continued to strengthen Taiwan's international tourism brand and attract more visitors from around the world.
