Taiwan’s Tourism Revival: Now Discover Matsu’s Scenic Beauty and Rich Heritage with Slow Travel

Published on December 15, 2025

As the global travel sector starts to rejuvenate from the tramage of the pandemic, Taiwan reveals a striking direction for its tourism in this post-pandemic world. The Tourism Administration under the Ministry of Transportation and Communications has unveiled an all-inclusive three-part roadmap to rejuvenate the country’s tourism industry. This includes the pillars of Local Immersion, Digital Transition, and International Promotion to push the growth of the sector, engage the community, and present tourists with unique and sustainable experiences. Lying at the heart of the latest strategy is how Taiwan has managed to blend responsible tourism with its leading-edge digital apparatus.

A Sustainable Approach: Island Pilgrimage Trek Through Matsu

One of the standout initiatives under Taiwan’s revamped tourism strategy is the Island Pilgrimage: A Slow Travel Trek Through Matsu. Launched by the Matsu National Scenic Area Administration in August 2025, this program invites visitors to explore the scenic Matsu archipelago at a slower pace—on foot. The initiative encourages tourists to engage with the local environment through guided walks, offering a deeper connection with the islands’ rich cultural heritage and breathtaking landscapes.

The Matsu archipelago, comprising islands such as Nangan, Beigan, Juguang, and Dongyin, is located to the northwest of Taiwan, near China’s Fujian coast. Known for its historical sites and pristine coastal landscapes, Matsu provides the perfect backdrop for this slow travel concept, which emphasizes environmental awareness, cultural immersion, and sustainability.

Matsu: A Destination for Eco-Conscious Travelers

The concept of slow travel has gained significant momentum in recent years, as more tourists seek to enjoy their vacations in a way that minimizes their environmental impact. The Matsu walking tours are designed with this goal in mind, allowing tourists to take their time while exploring the islands’ natural beauty. Guided walks, which have been running since the launch of the program, have seen notable participation from both locals and international visitors, including public figures like Taiwanese television hosts Xie Zheqing and Duan Huilin, as well as South Korean cheerleader Lee Ho-Jong. These public figures have joined the routes, sharing their personal impressions of Matsu’s rich cultural offerings and stunning scenery, which has helped raise awareness of the initiative among a wider audience.

In addition to fostering an appreciation for Matsu’s local culture, the island pilgrimage also promotes low-carbon travel choices. This aspect of the initiative aligns with Taiwan’s broader goals to promote sustainable tourism practices while encouraging travelers to adopt environmentally friendly behaviors. The involvement of a travel agency affiliated with the La New Group, which introduced a five-day walking itinerary in September 2025, has further helped extend the reach of the program by offering more structured, eco-conscious travel packages.

Expanding the Island Pilgrimage: A Cross-Island Journey

To enhance the appeal of the Island Pilgrimage, the Tourism Administration plans to introduce cross-island routes, allowing visitors to connect the different islands of the Matsu archipelago through an expansive walking network. This extension of the project will allow tourists to experience a more comprehensive view of the islands’ landscapes, historical sites, and communities, further immersing them in the island’s natural beauty and cultural traditions.

In addition to the extended walking routes, the Administration is planning to introduce a stamp-collecting activity to encourage further exploration of Matsu. As visitors complete various segments of the walk, they will be able to collect stamps at designated locations, turning their travel journey into a form of exploration and discovery. This gamification approach not only motivates tourists to engage more with their surroundings but also serves as a memorable souvenir, fostering a sense of accomplishment and connection to the islands.

These developments reflect Taiwan’s broader tourism objectives of promoting sustainable, community-driven travel experiences. By encouraging walking-based tourism, the Tourism Administration aims to shift the focus from mass tourism to more responsible, immersive travel experiences that benefit both the environment and local communities.

Connecting Digital Innovation with Local Communities

In tandem with the Local Immersion aspect of Taiwan‘s new tourism plan, the Digital Transition pillar focuses on leveraging technology to enhance tourists’ experiences. Digital tools, such as interactive apps and virtual guides, will allow visitors to seamlessly navigate the various walking routes on Matsu and other destinations across Taiwan. These tools will provide real-time information about the islands’ natural and cultural landmarks, offering a personalized and informative experience.

Furthermore, digital platforms will facilitate bookings for the walking itineraries and provide updates on the latest tour offerings, such as special events and festivals. By embracing digital technologies, Taiwan hopes to appeal to tech-savvy tourists while also streamlining the travel experience.

Boosting International Interest: Taiwan’s Global Promotion Strategy

While the emphasis on local experiences and sustainability is key to Taiwan’s tourism strategy, the government is also keen to promote Taiwan as a travel destination on the international stage. The International Promotion component of the new tourism plan aims to showcase Taiwan’s unique cultural offerings and natural beauty to a global audience.

To achieve this, Taiwan will increase its participation in international tourism events and trade fairs, highlighting not only the Matsu Island Pilgrimage but also Taiwan’s other cultural and eco-tourism offerings. By connecting with foreign travel agencies, influencers, and media outlets, Taiwan hopes to position itself as a leading destination for responsible and immersive tourism in Asia.

Tourism’s Role in Community Development

The new tourism plan places a strong emphasis on strengthening community involvement, ensuring that the benefits of tourism extend beyond the tourists themselves. By engaging local residents in the development and promotion of tourism activities, Taiwan aims to create a tourism ecosystem that supports local businesses, preserves cultural heritage, and fosters pride within communities.

In Matsu, for example, local guides are key to the success of the walking tours. These guides not only share their knowledge of the islands’ history and culture but also play a vital role in educating tourists about sustainable travel practices. By empowering local communities to lead the tourism efforts, Taiwan is ensuring that its tourism growth is both inclusive and sustainable.

Looking Ahead: The Future of Taiwan’s Tourism

The Great Tourism Map in Taiwan symbolizes a bright future for the travel sector, which is based on sustainability, empowerment, and technology. With a goal to allow visitors to experience the natural and cultural treasures of Taiwan, the Taiwanese government aims to provide a more substantial travel experience for them. With the expansion of Island Pilgrimage and other upcoming travel projects, Taiwanese travel is on a bright path towards becoming a major tourist hub in responsible travel in the future.

In light of this analysis, it can be concluded that the tourism industry in Taiwan is in the middle of a paradigmatic change. While the Island Pilgrimage initiative aims to make a positive impact on a local scale, it can be assumed that it will make a tangible contribution to an international discourse on responsible travel in years to come. With this in mind, it can be stated that such a model of travel in Taiwan will redefine this very definition in years to come.