Tourism Administration, Republic of China (Taiwan)-Taiwan Tourism Administration's Taiwan Tourism Information Website

To expand the reach of Taiwan’s tourism brand “Taiwan – Waves of Wonder”, the Taiwan Tourism Administration (TTA) Los Angeles office reimagined its influencer marketing strategy in 2025. Moving beyond the traditional focus on travel and food creators, TTA collaborated with high-impact influencers from the dance and LGBTQ+ communities. Through innovative and culturally engaging storytelling, the campaign highlighted Taiwan’s diversity and vibrancy.
As of August 2025, the campaign had achieved over 200 million digital impressions, more than 5 million engagements, 250,000 onsite spectators, and 26,000 direct participants at live events. This integrated approach significantly boosted Taiwan’s visibility and brand image in the North American market and earned the MUSE Creative Awards Gold Winner in Integrated Marketing Campaign.

#DanceToTaiwan: Taiwan Meets Global Pop Culture
In March, TTA invited the world's most popular dance influencers Fik-Shun, Vik White, and Lauren Gibson—who collectively have more than 36.8 million followers—to explore Taiwan. Filming at landmarks such as Taipei 101, Rainbow Village, Gaomei Wetlands, and the Dragon and Tiger Pagodas in Kaohsiung, they created vibrant videos blending Taiwan’s natural beauty with global pop culture. In addition to the official campaign track, they also recorded dances to trending music, further expanding the campaign’s reach.
TTA partnered with China Airlines to launch the #DanceToTaiwan challenge on social media, with three round-trip tickets to Taiwan as prizes. “Through the universal language of dance, we reached millions of viewers who may never have considered Taiwan before,” said Vivian Lin, Director of the Taiwan Tourism Administration, Los Angeles Office. “This campaign celebrated creativity, pop culture, and international connection—with Taiwan at the heart of it.”

Romantic Taiwan: Showcasing an LGBTQ+-Friendly Destination
Beyond online promotion, TTALA also staged offline activations, including a brand event at Westfield Century City mall in Los Angeles and participation in the LA Pride Parade—the first time a foreign tourism board joined this event, underscoring Taiwan’s inclusive and LGBTQ+-friendly image.
In July, TTALA invited actor Garrett Clayton and his husband, screenwriter Blake Knight, who together have more than 7.5 million followers, on their first trip to Taiwan. They visited Yehliu Geopark, Sun Moon Lake, Shifen Waterfall, Jiufen Old Street, and the Ximending shopping area, and even tried making bubble tea. Their authentic interactions and heartfelt storytelling resonated with audiences, further positioning Taiwan as Asia’s most LGBTQ+-friendly travel destination.

Shifting the Narrative: A Broader Vision for Taiwan Tourism
With its integrated online and offline marketing strategy, and by engaging diverse influencers, the campaign generated more than 200 million impressions worldwide. By moving beyond conventional travel content to embrace dance, identity, romance, and digital culture, the Taiwan – Waves of Wonder brand gained fresh visibility in North America.
Looking ahead, Director Vivian Lin emphasized that the Taiwan Lantern Festival remains a key global event. In 2026, the festival will be held in Chiayi from March 3 to March 15 under the theme “Illuminate Chiayi, Light Up Taiwan.” With Alishan, the Southern Branch of the National Palace Museum, and the Tropic of Cancer Marker as inspiration, the festival promises a fully immersive experience for international visitors.
Lin further noted that these world-class tourism events are highly attractive to international travelers and serve as highlights of Taiwan’s global tourism promotion. The overseas office will continue to work closely with airlines and travel partners to strengthen Taiwan’s presence in the North American market and attract more international visitors.