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

The Siraya National Scenic Area Administration of the Tourism Administration, Ministry of Transportation and Communications (MOTC), hosted the "Check in to Surprising Southern Taiwan! Southern Tourism Alliance International Promotion Press Conference" today (23rd). Joining hands with EVA Air, ezTravel, Klook, and international content creators, the event unveiled Southern Taiwan’s annual international marketing and visitor-attraction initiative, featuring travel bonuses worth over NT$10 million. Designed around the concept of a "Surprising Southern Taiwan VIP Lounge," the venue invited guests to complete a travel check-in exclusive to Southern Taiwan, offering a comprehensive look at new travel choices—from airline partnerships, travel products, and discounts to international content marketing and local gastronomy.

Huang Ho-ting, Deputy Director-General of the Tourism Administration, stated that the Southern Tourism Alliance integrates local tourism resources with the Southwest Coast, Siraya, Maolin, and Dapeng Bay National Scenic Area Administrations. Together, they showcase a rich and multifaceted vision of Southern Taiwan, spanning coastal salt fields, lagoon fishing villages, plain agricultural communities, mountain town culture, Indigenous tribes, vibrant harbors, and the southernmost tip of Taiwan. This year’s promotional strategy goes beyond destination exposure by deepening collaborations with airlines, travel agencies, and OTAs (Online Travel Agencies) in key markets. By co-creating innovative travel products and marketing content, the alliance aims to convert online buzz into actual visitor arrivals.

Partnering with TSUTAYA, this press conference transformed the venue into a "Surprising Southern Taiwan VIP Lounge" that combines reading, travel, and lifestyle aesthetics. Welcoming guests in the style of an airport lounge, the event featured curated books, regional products, travel content, and stylish displays from Southern Taiwan, allowing attendees to experience pre-trip excitement before boarding. Renowned celebrity chef Yang Sheng-yao (Chef Max) was invited as the "Southern Taiwan Terroir Navigator" to design exclusive dishes inspired by representative local ingredients and culinary culture. Each dish highlighted the mountains and seas of Southern Taiwan while conveying the origins of ingredients, local lifestyle, and travel experiences—offering guests a flavorful journey through the salty terroir of the Southwest Coast, agricultural produce of Siraya, mountain and tribal culture of Maolin, and oceanic flavors of Dapeng Bay.

To simultaneously expand the domestic FIT (Free Independent Traveler) market, the Southern Tourism Alliance partnered with ezTravel to launch the "Surprise Departure • Southern Taiwan" theme campaign page. The page integrates regional accommodations, transportation, itineraries, and specialty experiences, backed by NT$10 million in travel rewards to lower the barrier for cross-district trips. Additionally, a partnership with Klook introduces exclusive discount codes for Southern Taiwan, linking instantly bookable attraction tickets, local experiences, and travel services, increasing visibility in the Hong Kong market with Hong Kong-exclusive discount codes and creating a direct path for international travelers from discovering Southern Taiwan to choosing and booking their itineraries. Furthermore, travelers purchasing tickets on the EVA Air official website or booking flight-plus-hotel packages through EVA Air’s partner travel agencies in Hong Kong will receive bonus FIT experience vouchers, which can be redeemed for featured attraction activities across the four scenic area jurisdictions.

For international content promotion, the Southern Tourism Alliance invited content creators from Hong Kong, Malaysia, and Japan for tailored fam tours based on market preferences. The Hong Kong market focused on Indigenous culture, local stories, and in-depth experiences; the Malaysian market targeted young couples traveling together, natural scenery, interactive activities, and Chinese religious heritage; while the Japanese market consistently focused on Taiwanese sensibilities, traditional markets, seasonal fruits, local seafood, and everyday life. Through the first-person perspectives and authentic travel stories shared by these creators, Southern Taiwan evolves from a geographical concept into a diverse destination that meets the travel motivations of various visitor segments.

Hsu Chu-long, Director of the Siraya National Scenic Area Administration, emphasized that this year’s international marketing for the Southern Tourism Alliance extends beyond single events or standalone channels. Instead, it establishes a long-term foundation for inbound tourism through a cooperative framework: "Airline Traffic Attraction, Product Onboarding, Platform Conversion, and Content Amplification." From EVA Air’s international fam tours, product listings, and FIT promotions to ezTravel’s multi-million rewards, Klook’s discounts, and targeted creator outreach, the ultimate goal is to give travelers a compelling reason and immediate motivation to visit Southern Taiwan.

Regarding the Hong Kong market, the Southern Tourism Alliance collaborated with EVA Air on the 30th anniversary of its Hong Kong route. This partnership successfully converted findings from Hong Kong travel trade fam tours into market-ready packages, such as the "4D3N Kaohsiung, Pingtung & Tainan Easy Travel Package," which received in-depth coverage by local media "Bon Voyage Taiwan." Moving forward, both parties will target the FIT market with additional support from the Tourism Administration. By continuously integrating airline resources, FIT products, local experiences, and sales channels, they aim to build a sustainable "Joint Development, Continuous Inbound Travel" model, enabling international travelers to explore Southern Taiwan with greater flexibility and convenience.

Special Offers

ezTravel "Surprise Departure • Southern Taiwan" Special Page Offers

• Offer: A total of 32 Southern Taiwan travel products, offering an instant discount of NT$500 per order. Limited to 20,000 redemptions, total value worth NT$10 million.
• Period: From now until November 30 (or while supplies last).
• Page Link

Klook Southern Tourism Alliance Special Discounts

• Period: From now until November 30 (or while supplies last).
• Offer: A total of 30 Southern Taiwan travel products. Taiwan users enjoy an instant discount of NT$200 (200 sets available); Hong Kong users enjoy an instant discount of HK$50 (300 sets available).
• Page Link
• Partnered Travel Products

EVA Air FIT Bonus Offers

• Voucher Validity: October 10, 2026 to January 31, 2027.
• Offer: Exclusive Southern Tourism Alliance Four Major Attractions Experience Vouchers (limited to 200 sets). Each traveler can select and redeem two out of the four experiences.
• Redemption Method: Travelers booking tickets on the official website or purchasing flight-plus-hotel packages through partner travel agencies in Hong Kong will receive one set of experience vouchers per person.
• Partner Travel Agencies (in no particular order): Wing On Travel, Sunflower Travel, Nan Hwa (Express).

Four Major Attraction Experience Details:

• Siraya Administration – Zengwen Reservoir Sightseeing Yacht: 1-hour reservoir cruise (advance reservation required), valued at NT$300–350/person.
• Southwest Coast Administration – Beimen Jingzaijiao Tile-paved Salt Fields: NT$300 shopping credit per person (valid as cash coupon; no invoice issued, no change given).
• Maolin Administration – (Suai-a-ka Cultural Sharing Space) Luohan Pine Cultural Sharing Space: Plant hammer-dyed drawstring bag (minimum 5 persons, advance reservation required), valued at NT$250/person.
• Dapeng Bay Administration – Dapeng Bay Cycling Station: 2-hour single-person e-assisted bike rental at Dapeng Bay Cycling Station, valued at NT$300/person.