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

To deepen tourism services, the Tourism Administration of the Ministry of Transportation and Communications (MOTC) held a signing ceremony for a Memorandum of Understanding (MOU) on tourism cooperation with 7-ELEVEN on January 6 at the Tourism Administration Visitor Center. Both parties reached a consensus on mutual benefit through expanding channels, joint marketing, and data sharing. The first wave focuses on the concept of promoting "Traveler Convenience Stores," collaborating to promote the Taiwan E-Tour Guide and expanding redemption channels for international tourists’ "Taiwan Pass" (Golden Luck) incentives. In the future, the two parties will continue to combine cross-domain advantages and innovative marketing strategies to jointly create a more comprehensive, convenient, and traveler-centric all-around tourism service experience.

Chen Yu-hsiu, Director-General of the Tourism Administration, stated that the demand for real-time travel information continues to rise. Therefore, the Tourism Administration will promote the "Taiwan E-Tour Guide" in stages. The first wave integrates three tourism regions—Northern Taiwan, Eastern Taiwan, and Kinmen—and is expected to expand to the entire island by the end of July 2026. Simultaneously, the "OhBear AI Assistant" has been launched, which currently integrates official open data from the Tourism Administration, the National Park Service of the Ministry of the Interior, the Forestry and Nature Conservation Agency and the Agency of Rural Development and Soil and Water Conservation of the Ministry of Agriculture, the Industrial Development Administration of the Ministry of Economic Affairs, and local governments. For example, it includes themed tours and event information from the Tourism Administration; ecological guided trails and recreational information from the National Park Service; forest recreation areas and nature trail information from the Forestry and Nature Conservation Agency; agricultural tourism information such as leisure farms from the Agency of Rural Development and Soil and Water Conservation; and tourism factories and industrial experience sites from the Industrial Development Administration, as well as local attractions, festivals, and real-time travel information provided by local governments. The Tourism Administration has also posted entry links next to the ibon machines at over 7,200 7-ELEVEN stores across Taiwan. Travelers can simply scan the QR Code to obtain precise and real-time official travel intelligence.

Director-General Chen Yu-hsiu pointed out that the Tourism Administration plans to continue promoting the "Taiwan Lucky Land 2.0" campaign this year. To further enhance the convenience and travel experience for international tourists, both parties will work together to study expanding redemption channels, allowing international travelers to easily receive these travel gifts during their journey and enjoy Taiwan. In the next stage, the Tourism Administration plans to invite more channel operators to participate, continuing to provide convenient services for international tourists.

7-ELEVEN stated that when tourism services enter the space of daily life, every step a traveler takes becomes easier and more convenient. There are 7-ELEVEN stores in all 368 townships, towns, cities, and districts across Taiwan, possessing the advantage of a highly dense channel that reaches deep into communities. With over 7,200 stores, each can become a convenient digital entry point for travel services, serving as an important partner and platform for the government to bring tourism services into local areas and closer to the daily lives of travelers. The results of this cooperation will also serve as an important reference for the Tourism Administration's future tourism policies and service expansion.

Representatives from relevant ministries and partner units also attended the scene, including Wang Cheng-chi, Director-General of the National Park Service; Chang Dai, Deputy Director-General of the Forestry and Nature Conservation Agency; Wu Ching-ching, Division Chief of the Agency of Rural Development and Soil and Water Conservation; Chang Wei-sheng, Specialist of the Industrial Development Administration; Chen Chia-hsiang, Deputy Secretary-General of the Taiwan Visitors Association; Guo Wen-kai, Director of the Taiwan Tourism Research and Training Institute (Preparatory Office), and representatives from the three major electronic ticket companies, expressing support for subsequent tourism cooperation.

The Tourism Administration further pointed out that "Traveler Convenience Store" is not only an innovative cooperation project but also an important demonstration of public-private partnership promoting tourism service upgrades. In the future, the Tourism Administration will continue to use cross-domain cooperation and innovative marketing strategies to make the "Taiwan E-Tour Guide" closer to traveler needs. The Tourism Administration added that the "OhBear AI Assistant" is not a general open AI but a smart tourism service tool centered on official databases and cross-ministerial tourism open data, ensuring that travelers are provided with the latest and most accurate travel information, creating a friendly, smart, and warm tourism environment to comprehensively enhance Taiwan tourism's international appeal and competitiveness.