Bold Tourism Strategy of Taiwan: Embracing Sustainability and Digital Innovation with Matsu’s “Island Pilgrimage” Initiative

Published on December 11, 2025

Taiwan has recently embarked on a transformational journey to reshape its tourism industry. At the heart of this transformation is a strong and sustainable framework that prioritises eco-friendly travel, cultural immersion, and digital innovation. This forward-thinking approach is being led by the Tourism Administration of the Ministry of Transportation and Communications (MOTC), which has released a strategic roadmap aimed at driving long-term growth in Taiwan’s tourism industry.

The MOTC’s comprehensive plan consists of three core elements: Local Immersion, Digital Transition, and International Promotion. These pillars are intended to support Taiwan’s local communities, celebrate its rich cultural heritage, and strengthen the local economy, all while protecting the environment. Taiwan hopes to establish itself as a leader in responsible tourism by striking a balance between contemporary tourism demands and environmental stewardship.

The “Island Pilgrimage” Initiative: A Slow Travel Experience in Matsu

One of the key programmes being rolled out to enhance Taiwan’s sustainable tourism offerings is the “Island Pilgrimage” initiative. Launched in August, this programme is spearheaded by the Matsu National Scenic Area Administration and is rooted in the philosophy of “slow travel”. Located just off the coast of mainland China in Fujian Province, the Matsu Islands – consisting of Nangan, Beigan, Juguang, and Dongyin – are among Taiwan’s most picturesque and culturally rich destinations.

The “Island Pilgrimage” programme is a perfect blend of environmental consciousness and cultural exploration. The initiative focuses on walking tours across the islands, encouraging tourists to connect deeply with nature and history. The programme is carefully designed to showcase Matsu’s historical landmarks, which include temples, forts, and ancient villages, while also highlighting the islands’ stunning coastal landscapes.

Television personalities and a South Korean cheerleader were involved in the early stages of this programme, raising awareness about Matsu’s unique blend of culture and natural beauty. This initiative is not only aimed at tourists but also seeks to boost the local economy by attracting visitors who are keen to experience Taiwan in a responsible and immersive way.

Matsu’s Unique Appeal: A Blend of Nature and History

Matsu’s allure lies in its fusion of rich cultural heritage and pristine natural environments. The islands have long been known for their rugged landscapes, clear blue waters, and rich history tied to Taiwan’s past. Many of the historical landmarks on Matsu Island date back centuries, and their preservation has been central to Taiwan’s commitment to responsible tourism.

The Matsu Islands are home to a number of unique architectural sites, including ancient temples, centuries-old fortresses, and cultural landmarks that have witnessed Taiwan’s evolution. These sites, paired with the stunning natural landscapes, make Matsu an ideal location for ecotourism and responsible travel.

For nature lovers and history buffs alike, the island provides a wealth of experiences, from hiking and bird watching to exploring traditional temples and military forts. It is this perfect combination of historical and natural assets that makes Matsu an exceptional choice for sustainable tourism, with its emphasis on preserving Taiwan’s heritage while fostering responsible tourism practices.

Sustainable Business Practices and Eco-Friendly Tourism in Matsu

Sustainability is at the heart of Matsu’s tourism strategy. In September, a travel agency linked to La New Group introduced a five-day walking itinerary designed to promote low-carbon travel and encourage sustainable business practices. The initiative is a key part of the effort to create eco-friendly tourism offerings in the region.

The walking itineraries provide an opportunity for visitors to experience the islands in a way that minimizes their environmental footprint, aligning with Taiwan’s broader vision of sustainable tourism. This initiative supports Taiwan’s long-term goals of reducing carbon emissions in the tourism sector while providing travelers with a meaningful and environmentally conscious travel experience.

The incorporation of local communities into the tourism process further strengthens Matsu’s sustainable tourism model. By including residents in the travel experience and promoting locally made products, the initiative ensures that tourism revenue circulates within the community, benefiting local businesses and preserving the cultural heritage of Matsu.

Expanding the “Island Pilgrimage” Program: The Future of Matsu’s Eco-Tourism

Looking ahead, the Matsu National Scenic Area Administration plans to expand the “Island Pilgrimage” initiative even further. Future expansions will include cross-island routes and stamp-collecting activities, allowing tourists to explore more parts of the islands while engaging in a fun and interactive experience. These new activities will help position Matsu as Taiwan’s premier walking destination, attracting eco-conscious travelers from around the world.

The stamp-collecting activities are designed to encourage visitors to explore different areas of the islands, collecting stamps at various cultural and historical landmarks. This gamification of the travel experience is expected to boost the island’s popularity as a walking holiday destination, offering a unique blend of exploration, education, and environmental awareness.

The long-term vision for the programme is to establish Matsu as one of Taiwan’s key destinations for slow travel, a growing trend that emphasizes mindfulness, sustainability, and personal connection with the environment. With plans for more cross-island walking routes and expanded activities, Matsu is poised to become a top ecotourism hub in Taiwan.

International Promotion: Attracting Global Tourists to Matsu’s Charm

A significant part of Taiwan’s strategy is its focus on international promotion, and the “Island Pilgrimage” programme is expected to play a vital role in attracting international tourists. With a growing global interest in ecotourism and sustainable travel, Matsu’s unique combination of nature and culture is likely to draw attention from environmentally conscious travelers worldwide.

By promoting Matsu as an ecotourism destination, Taiwan aims to tap into the rising global demand for responsible tourism experiences. The initiative aligns with global trends that prioritize sustainable travel and experiential tourism, which have become increasingly important to travelers who are concerned about the environmental impact of their vacations.

Taiwan’s Sustainable Tourism Transformation

Taiwan is setting a new standard for sustainable tourism with its strategic focus on Local Immersion, Digital Transition, and International Promotion. The “Island Pilgrimage” programme in Matsu is just one example of how Taiwan is combining environmental awareness with cultural exploration to provide travellers with an authentic, meaningful experience. With initiatives like these, Taiwan is well on its way to becoming a global leader in sustainable tourism, setting an example for other regions.

Taiwan ensures that future generations will be able to enjoy the islands’ untouched beauty by continuing to focus on the preservation of its cultural and natural assets. Taiwan’s tourism strategy, whether through walking tours, local immersion, or digital innovation, points the way to a more environmentally friendly future.