Taiwan Tourism 2025 introduces a three-pillar strategy combining sustainability, digital innovation and international promotion, while the Matsu “Island Pilgrimage” initiative positions the archipelago as a leading slow-travel destination.
Taiwan Tourism 2025 marks a new chapter for the country’s visitor economy, with the Tourism Administration unveiling a comprehensive three-pillar strategy built on local immersion, digital transition and international promotion. As the global tourism sector continues its recovery, Taiwan is positioning itself for long-term, sustainable growth by strengthening community-based tourism, enhancing digital capabilities and elevating its international brand presence.
The new roadmap aims to empower local communities by integrating cultural heritage, environmental stewardship and economic resilience into Taiwan’s tourism vision. Through this approach, Taiwan Tourism 2025 aims to build a more sustainable model that connects visitors with local culture while supporting residents’ livelihoods and ensuring balanced regional.
One of the flagship initiatives under this strategic direction is the “Island Pilgrimage: A Slow Travel Trek Through Matsu,” launched by the Matsu National Scenic Area Administration. The program integrates mindful travel, cultural exploration and low-carbon mobility, inviting visitors to discover the archipelago’s landscapes and stories on foot. Located northwest of Taiwan’s main island, near the Fujian coast, the Matsu islands—Nangan, Beigan, Juguang, and Dongyin—offer a unique blend of historic military sites, fishing villages, coastal cliffs, and spiritual heritage.
Since its launch in August, the initiative has organised guided treks across Nangan, Beigan and Juguang. Public figures such as television hosts Xie Zheqing and Duan Huilin, along with South Korean cheerleader Lee Ho-Jong, have participated in the walks, sharing their experiences with broad audiences and amplifying awareness of Matsu’s cultural and natural charm. In September, a travel agency affiliated with La New Group introduced a five-day walking itinerary, encouraging travellers to adopt low-carbon travel habits and reinforcing the private sector’s commitment to sustainable tourism development.
Director of the Matsu National Scenic Area Administration, Hong Zhiguang, stated: “Matsu offers a rare blend of natural and historical assets, making it an ideal place to promote responsible tourism and preserve its cultural heritage. Slow, walking-based travel drives local tourism transformation and provides visitors the chance to connect more deeply with the islands.” Looking ahead, the Administration plans to expand the Island Pilgrimage with cross-island routes and stamp-collecting activities, positioning Matsu as a leading destination for walking holidays in Taiwan.
The broader Taiwan Tourism 2025 strategy also places strong emphasis on digital transformation. The Tourism Administration aims to integrate advanced digital tools across destination management, visitor services, and marketing to ensure seamless traveller engagement and greater competitiveness in global markets. By strengthening Taiwan’s digital tourism infrastructure, the initiative supports greater accessibility, real-time information delivery and improved experience design.
International promotion forms the third core pillar of the strategy, with Taiwan accelerating efforts to enhance its global visibility and diversify its visitor base. Through targeted overseas campaigns, partnerships with international travel operators and the promotion of niche experiences—such as wellness, gastronomy, slow travel and cultural immersion—the Tourism Administration seeks to reinforce Taiwan’s position as a high-value, experience-driven destination.
Together, these initiatives underscore a unified vision for Taiwan Tourism 2025: building a resilient, innovative and community-centred tourism ecosystem. With a clear strategic framework and growing momentum behind its sustainable travel initiatives, Taiwan is preparing to welcome a new wave of international visitors seeking authentic, meaningful and environmentally responsible travel experiences.