Located in the western part of the Pacific Ocean, Taiwan, also known as the Republic of China, is a country blessed with captivating islands and a rich culture, featuring some of the best cuisines in the world. The tourism industry has been at the heart of this nation. Since 2011, the Taiwan Tourism Administration has promoted the country internationally under the brand “Taiwan—The Heart of Asia,” successfully creating the image of the heart of Asia.
After 13 years and overcoming the challenges presented by the pandemic, on May 6th, 2024, the Taiwan Tourism Administration officially unveiled the Taiwan Tourism Brand Version 3.0 called “TAIWAN: Waves of Wonder.” This new brand features a captivating wave-like design that illustrates the seasonal highlights of travel across Taiwan. To support this new brand, an animated short film and a promotional song for Taiwan tourism have been included. This initiative aims to bolster Taiwan’s efforts to attract a greater number of international tourists.
The Taiwan tourism theme song is composed and written by the famous musician Chris Hou, who has won the Golden Melody, Golden Horse, and Golden Bell Awards. This marks his third time composing the theme song for Taiwan Tourism.
The new logo of the Taiwan tourism brand, a collaboration between Densu and Bito, integrates imagery such as Taiwan’s mountains, oceans, winding roads, and railways. It presents a design with wave-like contours, thus suggesting the name. The logo adopts the orange of sunrise, continuing the warmth. An international award-winning design team from Bito led the design, aligning with the Tourism Administration’s market focus on “Enjoy the Mountains, Embrace the Sea, and Explore the Island.” This showcases the charismatic and dynamic contours of Taiwan’s mountains, the charm of its oceans, and the vitality of the previous generation brand, while keeping in mind the future development of Taiwan Tourism.
The initiative was founded by Keng-Ming Liu, who recently won the Presidential Innovation Award. In the past, people searched for “travel destinations”; now, Taiwan advocates “purposeful travel.” The new brand, along with the “Taiwan Tourism Biennial,” highlights seasonal theme travel, inviting international visitors to experience Taiwan’s charms all year-round.
The launch was graced by the presence of Deputy Secretary-General of the Executive Yuan Lee Guo-Shin, Administrative Deputy Minister of Transportation Lin Kuo-Shian, and Director-General of the Taiwan Tourism Administration Chou Yung-Hui, along with notable representatives from industry and academia. Deputy Secretary-General Lee emphasised that the tourism sector is highly prioritised by the government, which continually supports its rejuvenation through various initiatives, fostering collaboration between the public and private sectors to enhance Taiwan’s tourism branding. Administrative Deputy Minister Lin highlighted the resurgence of travel in the post-pandemic era and the upcoming expansion of airport operations, signalling an upgrade in Taiwan’s tourism image that promises a richer array of travel experiences. Director-General Chou elaborated on the need for Taiwan tourism to stay abreast of global trends and the constant demand for innovation.
The Tourism Administration has been committed to steering the tourism industry towards sustainability and digitisation, crafting superior travel experiences, and pioneering services. Consequently, a new identification system has been introduced, blending a sleek, modern aesthetic with global trends to boost Taiwan’s visibility and appeal internationally, propelling the island towards the “Tourism 2030” strategic vision.
On the day of the new brand launch, all 16 directors from the Tourism Administration’s global offices participated in the event. That night, Taipei 101 showcased the new brand logo to global travellers for the first time. This refreshed international image will be promoted across various advertising platforms worldwide to attract more tourists to experience Taiwan’s four-season charms. The New Taiwan Tourism Brand Version 3.0 can thus be described as a convergence of top talents from various industries in Taiwan, shining brightly with their collective efforts.
Written by: Teeya Patil
