Taiwan is setting a new course for its tourism industry with a focus on sustainability, digital innovation, and international marketing. The Tourism Administration of the Ministry of Transportation and Communications (MOTC) has introduced a three-part roadmap—Local Immersion, Digital Transition, and International Promotion—to foster industry growth. This approach aims to support local communities and celebrate cultural heritage whilst boosting the local economy.
The Matsu National Scenic Area Administration has launched the "Island Pilgrimage: A Slow Travel Trek Through Matsu" programme, which combines environmental stewardship with cultural experiences. Located near mainland China's Fujian coast, the Matsu islands—Nangan, Beigan, Juguang, and Dongyin—offer a unique mix of historical landmarks and coastal landscapes. The initiative, which began in August, includes guided walks across the islands, with television hosts and a South Korean cheerleader participating to highlight Matsu's culture and scenery.
In September, a travel agency linked to La New Group introduced a five-day walking itinerary, promoting low-carbon travel and sustainable business practices. Hong Zhiguang, Director of the Matsu National Scenic Area Administration, 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."
Looking forward, the Administration plans to expand the Island Pilgrimage project with cross-island routes and stamp-collecting activities, aiming to establish Matsu as a premier destination for walking holidays in Taiwan.
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