Taiwan Tourism Launches a Brand-New Identity with Renewed Vision

The launch event was attended by Minister of Transportation and Communications Mao Chi-kuo, Tourism Bureau Director-General Janice Lai, and representatives from Taiwan’s tourism industry, who jointly unveiled the new brand. Minister Mao stated that the new brand heralds a new era for Taiwan tourism, positioning and planning its future development with a broader vision. Tourism will serve as a platform for the diversified development of emerging industries, providing a channel for sectors such as healthcare, agriculture, and green industries to transform their resources into tourism products. The new brand will drive a comprehensive upgrade in Taiwan’s tourism professionalism, propelling it toward higher goals.

Director-General Janice Lai noted that from 2001 to 2011, Taiwan tourism had been promoted internationally under the brand “Taiwan, Touch Your Heart,” successfully showcasing the friendly and warm image of Taiwanese people. This brand was well-received by both domestic and international travelers and elevated Taiwan tourism to a new level. In preparation for the arrival of the new brand era, the Tourism Bureau began engaging experts and scholars from various fields in 2009 to conceptualize the new brand. After numerous discussions, brainstorming sessions, and refinements, “Taiwan - The Heart of Asia” was ultimately chosen as the new brand identity. The two brands, connected by their shared heart motifs, reflect Taiwan tourism’s unwavering commitment to “setting off from the heart.”