Taiwan has outlined a new direction for its tourism industry as global travel recovers. The Tourism Administration under the Ministry of Transportation and Communications has introduced a three‑part roadmap – Local Immersion, Digital Transition and International Promotion – to guide sector development and strengthen community involvement.
One initiative under this plan is the Island Pilgrimage: A Slow Travel Trek Through Matsu, launched by the Matsu National Scenic Area Administration. The programme encourages visitors to explore the islands on foot, combining environmental awareness, cultural activities and community‑led walks. The Matsu archipelago – Nangan, Beigan, Juguang and Dongyin – lies northwest of Taiwan’s main island near China’s Fujian coast and is known for its historical sites and coastal landscapes.
Since its launch in August, guided walks have been organised across Nangan, Beigan and Juguang. Public figures including television hosts Xie Zheqing and Duan Huilin, as well as South Korean cheerleader Lee Ho‑Jong, have joined the routes, sharing their impressions of Matsu’s culture and scenery. In September, a travel agency affiliated with La New Group introduced a five‑day walking itinerary, encouraging low‑carbon travel choices and extending the reach of the initiative.
The Administration plans to expand the project with cross‑island routes and stamp‑collecting activities, positioning Matsu as a destination for walking holidays within Taiwan. The approach reflects wider efforts to align tourism with sustainability and community engagement, while diversifying the country’s visitor offering.
Hong Zhiguang, director of the Matsu National Scenic Area Administration, said: “Matsu offers a rare blend of natural and historical assets, making it an ideal place to promote responsible tourism and preserve its cultural heritage. Slow, walking‑based travel drives local tourism transformation and provides visitors the chance to connect more deeply with the islands.”
