Taiwan tourism unveils a brand-new brand, starting anew "from the heart"

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 tourism brand. Minister Mao stated that the new brand heralds a new era for Taiwan’s tourism, positioning and planning its future development with a broader vision. Tourism will serve as a platform to drive the diversified growth 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 elevate the professionalism of Taiwan’s tourism sector and propel it toward higher goals.

Director-General Janice Lai remarked that for a decade starting in 2001, Taiwan’s tourism promoted itself internationally under the brand “Taiwan, Touch Your Heart,” successfully showcasing the friendliness and warmth of the Taiwanese people. This branding was well-received by both domestic and international travelers and elevated Taiwan’s 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,” reflect Taiwan’s unwavering commitment to “starting anew from the heart.”