Taiwan, Los Angeles, California: Taiwan’s New Tourism Initiatives Highlight Sustainability and Cultural Richness at Waves of Wonderland Event

Published on April 14, 2025

In April 2025, the Taiwan Tourism Administration (TTA) hosted one of its most exciting events of the year, “Waves of Wonderland,” at Westfield Century City in Los Angeles. This celebration, a spectacular showcase of Taiwanese culture, was designed to draw attention to Taiwan as a premier travel destination. It took place just weeks before the first anniversary of TTA’s 3.0 brand relaunch, which focuses on Taiwan’s diverse offerings under the slogan “Taiwan – Waves of Wonder.” The event was a significant milestone in the ongoing effort to raise Taiwan’s profile among North American travelers, especially as tourism from this region reached new heights.

A High-Energy Celebration in the Heart of Los Angeles

The Waves of Wonderland event transformed the vibrant Westfield Century City courtyard into a dynamic celebration of Taiwan’s rich cultural heritage and modern innovations. Thousands of visitors flooded the area to engage with hands-on booths, live performances, and immersive experiences that captured the essence of Taiwan. The event featured a range of interactive activities including traditional Taiwanese pinball, umbrella painting by Mr. Brown Coffee, DIY sand art, and a fun night-market style pitching game, bringing the authentic Taiwanese experience to life for Angelenos.

With the event taking place in such a high-traffic location, the Taiwan Tourism Administration maximized its reach by including a flight ticket giveaway through STARLUX Airlines. This drew not only the attention of thousands of shoppers but also garnered significant exposure across social media platforms, enhancing the event’s visibility and attracting more attention from potential tourists.

#DanceToTaiwan: A Unique Social Media Challenge and Giveaway

One of the standout features of the event was the #DanceToTaiwan booth hosted by China Airlines. Visitors were invited to groove to the official “Dance to the Waves of Wonder” theme song, recording their movements and participating in the event’s online dance challenge. This initiative aimed to further engage attendees while promoting Taiwanese culture globally. The most enthusiastic participants stood a chance to win one of three round-trip flights to Taiwan, sponsored by China Airlines.

This innovative use of social media integrated into a physical event underlines a growing trend in tourism marketing—blending real-life interactions with digital engagement. With social media channels like Instagram, Facebook, and Twitter amplifying the event’s message, the Waves of Wonderland event demonstrated the significant role that social media plays in shaping modern travel marketing strategies. For travel businesses, especially in the aviation and tourism sectors, such digital initiatives are a powerful tool for both direct engagement with potential travelers and broader brand recognition.

Growing Interest in Taiwan as a Sustainable Tourism Destination

Taiwan has made a strategic push to highlight its commitment to sustainability, making it an attractive option for eco-conscious travelers. The TTA emphasized this commitment during the event by promoting eco-friendly destinations such as Yehliu Geopark, Sicao Green Tunnel, and the Gaomei Wetlands. These locations showcase Taiwan’s natural beauty and innovation, aligning perfectly with the growing demand for sustainable tourism worldwide.

Vivian Lin, Director of the TTA’s Los Angeles office, remarked on the growing appeal of Taiwan as a travel destination, noting that tourism from North America reached record highs in the previous year. Taiwan’s enhanced accessibility, bolstered by partnerships with international airlines, has made it easier than ever for travelers to visit this island destination. Taiwan’s growing popularity among North American travelers is indicative of broader global travel trends, where sustainability and unique cultural experiences are at the forefront of many travelers’ minds.

The TTA’s emphasis on sustainable tourism is timely, as more tourists are seeking destinations that not only offer beautiful experiences but also align with their values regarding environmental preservation. For the travel industry, this focus on sustainability is an opportunity to cater to a growing segment of eco-conscious consumers, particularly those who are increasingly influenced by the environmental impacts of their travel decisions.

Celebrating Diversity and Inclusion: Taiwan’s Commitment to Supporting the LGBTQ+ Community

In a nod to the importance of diversity and inclusion, Taiwan will further cement its place as a forward-thinking destination with a float in the upcoming LA Pride Parade on June 8, 2025. This participation underscores Taiwan’s commitment to supporting the LGBTQ+ community, reinforcing its progressive reputation on the global stage.

As Taiwan continues to diversify its tourism offerings, this celebration of diversity serves as a strong message to global travelers that Taiwan is a welcoming destination for people from all walks of life. The growing alignment between Taiwan’s tourism efforts and progressive social values presents a compelling case for international tourists, especially those from regions like North America, where LGBTQ+ issues are increasingly important to many consumers.

Incentives for Travelers: Discounted Offers and More

The Taiwan Tourism Administration has also introduced a variety of incentives to attract international visitors. These include the “Taiwan the Lucky Land” program, which allows foreign visitors to win NT$5,000 (approximately US$150) just by landing in Taiwan. In addition, travelers can take advantage of the Taiwan PASS, which offers exclusive deals like Buy-One-Get-One-Free tickets for the High-Speed Rail and free half-day tours for transit passengers. Other exciting offers include Buy-One-Get-One-Free packages for the Taiwan Tour Bus, all designed to encourage travelers to explore Taiwan’s lesser-known gems, particularly in the southern regions.

Such incentives not only make Taiwan more accessible to tourists but also encourage repeat visits and deeper exploration of the country’s diverse offerings. For the travel industry, this approach offers valuable lessons in creating enticing packages that blend unique experiences with affordability, a key factor in attracting travelers in a post-pandemic world where travel budgets are often tighter.

Taiwan’s Strategic Approach to Marketing Tourism

The TTA’s efforts in Los Angeles are just one example of its broader strategy to boost Taiwan’s global tourism presence. Through high-profile events like Waves of Wonderland, Taiwan is positioning itself as a destination that combines vibrant cultural experiences with cutting-edge sustainability practices. The integration of such marketing strategies, from in-person events to online campaigns, reflects a broader trend in the travel industry where digital presence is as important as physical experiences in drawing tourists.

For travel professionals, this serves as a reminder of the importance of integrating both traditional and digital marketing strategies. While face-to-face events like the Waves of Wonderland offer valuable direct engagement, the ability to extend the reach of such events through social media and digital challenges like #DanceToTaiwan can have a far-reaching impact, connecting with audiences beyond the immediate event space.

Taiwan’s Growing Appeal as a Travel Destination

As the event wraps up, it is clear that Taiwan is making significant strides in its global tourism efforts. From the city of Los Angeles to the rest of North America, the TTA is positioning Taiwan as an attractive, sustainable, and inclusive destination. For travelers, this presents an exciting opportunity to explore a destination that offers not just natural beauty but also cultural richness, sustainability, and a commitment to global diversity.

As tourism to Taiwan continues to increase, driven by enhanced accessibility and compelling marketing strategies, the global impact on travel will be felt. Taiwan’s tourism sector, particularly in the areas of sustainability, culture, and LGBTQ+ inclusivity, is set to thrive as more and more travelers seek out destinations that align with their values and interests.

The Taiwan Tourism Administration’s innovative approach is a reminder that in an increasingly competitive travel market, it’s crucial for destinations to not only offer unique and immersive experiences but also cater to evolving consumer preferences, from sustainability to social inclusivity.