On March 21st (last Saturday), the Bay Area Travel & Adventure Show was held at the Santa Clara Convention Center. The Taiwan Pavilion was set up by the Tourism Bureau of the Republic of China’s Ministry of Transportation, with an opening ceremony featuring the theme “Feel Taiwan,” aiming to promote Taiwanese culture and tourism through immersive experiences.
At 11:30 am that day, the Taiwan Pavilion held an opening ceremony and press conference. On the first day of the exhibition, the Taiwan Pavilion was awarded the “Best in Show Award – International” by the organizers.
In his speech, Director Wu Zhi-xiang of the Taipei Economic and Cultural Office in San Francisco expressed gratitude for the support and invited Bay Area residents to personally experience the charm of Taiwan. Ms. Hong Xing-ci, Deputy Director of the Tourism Bureau, then introduced the exhibition design and highlighted the main tourist attractions.
The Taiwan Pavilion this time focused on the theme “Not Just Seeing Taiwan, But Feeling Taiwan,” creating an immersive exhibition area with elements like red lanterns from Jiufen, tea culture, and alleyway imagery. Two interactive walls were set up under the themes of “Culture” and “Nature,” showcasing Taiwan’s humanities and scenic landscapes.
Director Wu Zhi-xiang, in an interview with Epoch Times, mentioned that Taiwan’s tourism promotion is shifting from merely showcasing attractions to emphasizing “immersive experiences,” allowing travelers to not only see the scenery but also feel the warmth and cultural depth of Taiwan.
He emphasized that Taiwan’s cuisine, convenient transportation, and hospitality make traveling a complete life experience. By incorporating cultural and natural elements and interactive designs, the goal is to attract tech-savvy individuals and second or third-generation overseas Taiwanese in the Bay Area, hoping to convert their on-site experiences into actual trips to Taiwan.
Deputy Director Hong Xing-ci told this newspaper that the core imagery of Jiufen’s red lanterns and tea culture was chosen because they best represent Taiwan’s blend of nature and culture. She pointed out that Jiufen offers both mountain and sea views, along with a rich cultural atmosphere, making it a favorite among international travelers for experiencing Taiwan’s diverse charm. Through the dual themes of “Culture” and “Nature” combined with tea culture and hospitality, people can immerse themselves in the lifestyle atmosphere of Taiwan.
In terms of the tourism industry, David Chien, a representative of Majestic-Vacations, stated that trips to Taiwan with a focus on “Taipei + Surrounding Deep Tours” are most popular, often including Jiufen, the North Coast, and Yilan. Besides customized itineraries, there is also a growing emphasis on health and wellness travel favored by middle-aged and elderly groups, offering medical checks and treatments in a comfortable setting.
Anton Hung, Sales Manager of China Airlines, mentioned that demand for flights to Taiwan from the Bay Area increases during spring break, but overall, there are seasonal fluctuations. Due to international situations and oil price impacts, airfares have increased by about 5% to 10%, with possible future adjustments, suggesting travelers plan ahead.
Interviewed attendee, John Huang, who was born in Taiwan and has lived in the United States for many years, shared that he returns to Taiwan almost every year to visit family. He also arranges trips back to Taiwan for his adult children, who greatly enjoy visiting Taiwan. The event helped him gain a better understanding of Taiwan’s tourism development and he noted the convenience of Taiwan’s transportation and the diverse attractions, especially recommending Jiufen to first-time visitors to Taiwan.
The organizers expressed their hope to engage more Bay Area residents in transitioning from just “seeing Taiwan” to “personally experiencing Taiwan” through a combination of culture, art, and interactive elements. ◇