Taiwan is reshaping its tourism strategy with a renewed focus on sustainability, digital transformation, and global outreach, as part of a three-part roadmap introduced by the Tourism Administration, Ministry of Transportation and Communications (MOTC). The comprehensive plan—centred on Local Immersion, Digital Transition, and International Promotion—seeks to enhance local economies while celebrating cultural heritage and community engagement.
As part of this vision, the Matsu National Scenic Area Administration has launched the “Island Pilgrimage: A Slow Travel Trek Through Matsu” initiative. The program promotes eco-conscious travel experiences across the islands of Nangan, Beigan, Juguang, and Dongyin, combining scenic coastal walks with cultural storytelling. Participants, including popular television hosts and a South Korean cheerleader, have been featured in guided treks to highlight Matsu’s rich landscape and heritage.
In a related effort, a travel agency associated with La New Group unveiled a five-day walking itinerary in September, promoting low-carbon travel and sustainable business operations.
Hong Zhiguang, Director of the Matsu National Scenic Area Administration, emphasized Matsu’s unique appeal, noting that its blend of natural beauty and historical depth makes it a model destination for responsible tourism.
Looking ahead, the Administration plans to expand the Island Pilgrimage project with cross-island routes and cultural stamp-collecting activities, positioning Matsu as Taiwan’s leading destination for walking holidays and experiential travel rooted in sustainability and local culture.
