Taiwan Tourism Gains New Momentum in the US as Portland Marathon 2026 Showcases Wellness and Heritage

Taiwan strengthened its tourism promotion efforts in the United States by making its debut as a sponsor of the Portland Marathon 2026, bringing the island’s natural beauty, traditional wellness experiences and cultural heritage to one of the Pacific Northwest’s most prominent running events.

The Taiwan Tourism Administration (TTA) introduced an interactive tourism showcase during the marathon weekend, welcoming runners and visitors at the pre-race expo on 3 October and the Finish Line Festival on 4 October. Rather than relying on conventional destination promotions, Taiwan used a centuries-old temple tradition to help participants discover travel experiences that matched their interests.

The initiative centred on the Taiwanese custom of drawing fortune sticks, a practice traditionally associated with seeking spiritual guidance at temples. At the tourism booth, the activity was adapted into an engaging travel discovery experience, allowing visitors to explore Taiwan through three distinct themes: nature, hot springs and tea culture.

The campaign aimed to connect with American travellers who enjoy outdoor activities, healthy lifestyles and meaningful cultural encounters. By introducing Taiwan’s mountains, forest trails, natural hot springs and traditional tea experiences, the tourism authority sought to position the island as an appealing destination for wellness-focused holidays and immersive international travel.

Portland Marathon Opens New Opportunities for Taiwan Tourism in the Pacific Northwest

Oregon has long been associated with America’s running heritage and outdoor recreation culture. Its strong connection with fitness, nature and active living makes the state an attractive market for destinations offering hiking, wellness retreats and environmentally focused travel experiences.

Taiwan recognised this opportunity by using the Portland Marathon as a platform to reach potential visitors whose interests closely align with the island’s tourism attractions.

The sponsorship also marked another step in Taiwan’s wider American tourism promotion strategy. Earlier in 2026, the Taiwan Tourism Administration supported the Colfax Marathon 5K in Denver as its title sponsor, introducing Taiwan to running enthusiasts in the Rocky Mountain region.

Its participation in Portland extended that approach westwards, creating another opportunity to engage with American consumers through sport and lifestyle activities.

For Taiwan, the marathon represented more than a sporting event. It provided direct access to an audience interested in physical wellbeing, outdoor exploration and international travel.

The campaign also reflected a broader effort to build destination awareness through personal experiences rather than traditional advertising alone. By encouraging visitors to participate in an activity rooted in Taiwanese culture, the tourism authority created opportunities for memorable interactions that could inspire future travel.

Traditional Taiwanese Fortune Sticks Turn Tourism Promotion into an Interactive Cultural Experience

One of the most distinctive features of Taiwan’s marathon presence was its interpretation of a traditional temple fortune-drawing ritual.

Visitors were invited to select a fortune stick from a container, with each colour corresponding to a different travel theme. The three categories highlighted Taiwan’s natural landscapes, therapeutic hot springs and established tea traditions.

An interpreter stationed at the booth explained the meaning of each selection in an entertaining and accessible manner. The activity transformed a simple cultural custom into a personalised introduction to Taiwan’s tourism offerings.

Participants who received a nature-themed fortune discovered opportunities to explore mountain landscapes, forest environments and scenic walking routes.

Those selecting hot springs were introduced to Taiwan’s varied geothermal bathing experiences, while the tea-themed fortune highlighted the island’s distinctive tea-growing regions and opportunities to learn about local production traditions.

The concept allowed visitors to discover unfamiliar aspects of Taiwan through an enjoyable cultural exchange.

It also helped communicate that Taiwan offers experiences beyond conventional sightseeing, including relaxation, outdoor adventure and participation in local traditions.

Taiwan’s Hot Springs Capture Attention with Remarkable Variety Across the Island

Hot springs emerged as one of the most popular themes among visitors exploring the tourism booth.

Many participants were particularly interested to discover that Taiwan offers geothermal bathing experiences across its northern, central, southern and eastern regions.

The island’s hot spring resources include several types of mineral-rich waters, providing visitors with different environments and bathing traditions.

Among the more unusual attractions highlighted were seabed hot springs and mud hot springs, demonstrating the geographical diversity of Taiwan’s natural wellness resources.

For travellers accustomed to combining outdoor recreation with relaxation, these experiences offered an appealing addition to a potential holiday itinerary.

Taiwan’s hot spring destinations can also complement visits to mountain areas, forest landscapes and cultural attractions, allowing travellers to combine different activities within a single journey.

The positive response at the marathon suggested that wellness tourism could provide a valuable connection between Taiwan and the Pacific Northwest travel market.

By focusing on natural relaxation experiences, the campaign presented Taiwan as a destination where visitors can balance physical activity with rest and cultural discovery.

Taiwan’s Tea Culture Inspires American Visitors to Explore Authentic Local Experiences

Tea culture proved equally popular among runners and other visitors participating in the fortune-stick activity.

Participants who selected the tea-themed fortune received tea bags to take home, providing a small but meaningful introduction to Taiwan’s established tea traditions.

The experience also created opportunities to explain how teas produced in different parts of Taiwan develop their own distinctive flavours and characteristics.

Visitors learned that the island’s tea-growing areas offer experiences extending beyond simply drinking tea. Travellers can explore tea farms, discover traditional cultivation methods, participate in tea-picking activities and enjoy guided tasting sessions.

These activities offer a closer connection to local communities, agricultural landscapes and everyday Taiwanese culture.

The opportunity to experience tea production directly attracted considerable interest among visitors who were unfamiliar with Taiwan’s tea tourism offerings.

For American travellers seeking holidays built around food, culture and authentic local experiences, tea tourism provides another reason to consider Taiwan.

The response also demonstrated how a familiar product, such as a cup of tea, can become an effective introduction to a destination’s wider cultural identity.

Sports and Wellness Tourism Strengthen Taiwan’s Long-Term Strategy in the United States

Taiwan’s involvement in the Portland Marathon highlighted the growing importance of connecting destination marketing with travellers’ personal interests.

By participating in sporting events, the tourism authority can reach audiences who may already be interested in hiking, nature, wellness and active holidays.

The Portland initiative built on the earlier Denver campaign, helping Taiwan establish a presence in different parts of the American travel market.

Its approach combined cultural storytelling with direct visitor engagement, allowing potential tourists to explore destination experiences in an informal setting.

The strong interest in hot springs and tea culture offered useful insights into the types of activities that could appeal to wellness-minded American travellers.

Although the event did not establish how many participants would eventually book a trip, it provided an opportunity to introduce Taiwan to new audiences and encourage further destination research.

As Taiwan continues developing its presence in the United States, activities that combine sport, culture and tourism could support wider awareness of its attractions.

The Portland Marathon campaign demonstrated how a traditional cultural practice can be adapted into a modern tourism experience, bringing Taiwan’s landscapes, wellness traditions and tea heritage closer to potential international visitors.

Brochures on half-day transit tours, the Taiwan PASS, running events around the island, cycling travel, and Taiwan’s endemic birds were all claimed over the two days. “I didn’t expect to find Taiwan here. I had no idea Taiwan has so many running events all year round!” said one visitor. Many others were drawn to round-island cycling and Taiwan’s cities, and stayed to learn more.

China Airlines’ Seattle branch strengthened Taiwan’s tourism promotion efforts by participating in the Portland Marathon Expo. The airline showcased its extensive flight network connecting Asia and North America, alongside its onboard hospitality, cabin services and dining experiences. Visitors also received information about Taiwan’s half-day transit tours and the newly launched “Return to Taiwan, Double Your Luck” campaign. The exhibition gave runners and travel enthusiasts an opportunity to explore convenient flight connections, discover Taiwan’s attractions and consider future holidays across Asia.

Taiwan Tourism Turns the Portland Marathon into a Gateway for New Travel Experiences

Throughout the two-day event, Taiwan’s tourism booth highlighted the island’s diverse attractions through colourful destination displays and practical travel information. Visitors learned about the Taiwan PASS, the Taiwan High Speed Rail buy-one-get-one-free promotion, half-day transit tours and opportunities to enjoy marathon running and cycling holidays in Taiwan. The activities combined interactive experiences with useful travel advice, helping visitors understand how to plan their journeys, explore different destinations and benefit from available transport offers.

A major highlight was the first physical tourism-booth appearance of the “Return to Taiwan, Double Your Luck” campaign, which opened for registration on 1 October. Representatives introduced the initiative to visitors and encouraged those who had previously travelled to Taiwan to consider another trip, this time accompanied by friends or family members.

Connecting Sports Tourism, Wellness and International Travel

Taiwan’s participation in the Portland Marathon demonstrated how major sporting events can support destination marketing and encourage international tourism. By combining marathon activities with information about cycling routes, transport options and cultural attractions, the initiative presented Taiwan as a destination for both active holidays and wider travel experiences.

The collaboration with China Airlines also helped connect interest in Taiwan’s sporting and wellness activities with practical flight and holiday planning. Through this approach, Taiwan aimed to turn awareness generated during the marathon weekend into renewed visitor interest, repeat journeys and opportunities for travellers to discover more of the island.

“Oregon is not only the birthplace of the global sports brand Nike, but also a region that helped drive the modern American jogging movement, develop world-class distance runners, and build a culture of running for everyone,” said Szu-Hsien (Sylvia) Lee, Director of the Taiwan Tourism Administration San Francisco Office. “By taking part in running events under the themes of sports, outdoor adventure, and healthy living, TTA can reach potential travelers who love sports and value well-being, and connect Taiwan’s hiking, trail running, cycling, hot springs, and natural scenery with runners’ outdoor interests. Through pre-race, on-site, and post-race digital marketing, we continue to raise the visibility of Taiwan’s tourism brand, so that North American runners see Taiwan not only as an ideal place to relax and recover after a race, but also as an Asian destination that brings together outdoor adventure, culture, cuisine, and wellness.

“This promotion also featured TTA’s Taiwan PASS digital transportation pass and the ‘Return to Taiwan, Double Your Luck’ incentive for returning international visitors. We encourage travelers to use Taiwan’s convenient transportation to explore its mountain trails, hot springs, tea culture, temples, and local cuisine. With returning visitors who bring a companion eligible to win up to NT$8,000 in spending credit, the program is designed to stimulate travel demand among both first-time and repeat visitors. By integrating running events with travel incentives, we hope to turn brand exposure into real travel intent and action, encourage more North Americans to make Taiwan their next destination in Asia, and in turn broaden our source markets and increase visitor arrivals.”

With its debut sponsorship of the Portland Marathon, the Taiwan Tourism Administration (TTA) aims to inspire runners and wellness-focused travellers to see their achievements as the beginning of a new adventure. Beyond the excitement of completing a race, Taiwan offers an opportunity to relax, recharge and discover experiences that support both physical and mental well-being. Through its presence at the event, TTA hopes to encourage visitors who explored the Taiwan booth to take the next step and experience the island’s diverse wellness and travel attractions firsthand.