The Taiwan Tourism Administration (TTA) has launched its global rebranding campaign, “Taiwan – Waves of Wonder”, aimed at revitalizing its tourism industry post-pandemic. The initiative includes a new logo, animated short films, and a promotional song to showcase Taiwan as a vibrant, year-round travel destination.
The logo, inspired by Taiwan’s mountains, oceans, highways, and railways, features wave-like designs in warm orange tones, symbolizing sunrise, vitality, and the future of Taiwanese tourism. This rebranding emphasizes the country’s diversity, combining modern infrastructure, natural beauty, cultural heritage, and culinary excellence.
TTA has set an ambitious target of 10 million international tourist arrivals this year, a significant leap from last year’s 6.48 million. The campaign will highlight Taiwan’s four-season appeal through global promotions, travel exhibitions, outdoor advertising, and social media.
With its new messaging—“Taiwan is a high-quality tourism destination”—the initiative aims to position Taiwan as a must-visit destination for travellers worldwide.
