Taiwan has reached remarkable tourist achievements, with more than 7 million visitors last year, making tourism the nation’s fourth-largest industry, Radio Taiwan International said. That shows Taiwan’s rising popularity as a tourist destination, not only because of its natural beauty and cultural landscape, but also due to shifting approaches to tourism. One of the effective ways to continue that pace is by improving existing places and providing new, innovative events that entice international and local visitors.
Kaohsiung Wonderland, which took place between Jan. 25 and Feb. 16 at Kaohsiung Pier (高雄港), had huge balloons with anime-inspired designs which went viral on social media, despite little government support. The festival demonstrated the potential of artsy, highly visual attractions in generating strong tourism interest at minimal promotional cost. Taiwan could host innovative, themed events without much additional cost and use social media to drive exposure.
International cultural festivals in Taipei have also been successful in drawing people. The annual Taiwan Lantern Festival has found a permanent place in the nation’s calendar. Those events strengthen the cultural identity of Taiwan, while enticing people from abroad. However, the government should also look beyond bringing in tourists and at how events could promote small businesses and local entrepreneurs.
A key area for improvement is integrating small enterprises into Taiwan’s event economy. Major events such as festivals and exhibitions tend to prefer established foreign brands and tourism operators, making it difficult for smaller enterprises to be noticed. To reverse that trend, the government could engage with small enterprises by providing free or subsidized vendor booths for big events.
In music and cultural festivals, local food businesses and craft vendors could be given priority booth spaces to sell their products. In themed events, such as Kaohsiung Wonderland, small businesses handling anime products, cosplay merchandise, or Taiwanese-Japanese fusion foods could be accommodated rent-free. Mass tourist events could also source event materials, such as decorations, foods and souvenirs, directly from domestic craft workers and small-scale producers so a portion of event spending could enter the local economy.
By incorporating small enterprises into mass-tourism activities, Taiwan could redistribute economic benefits more evenly so wealth disparity would be lessened without negatively affecting from local businesses. That does not require a lot of money; just a shift in event organization to prioritize local participation.
Rotating seasonal and thematic events is another way spaces could be maximized. Rather than stand-alone festivals, Taiwan could use the same venues for different types of events throughout the year. That would ensure repeat tourist visits from locals and foreign visitors, so tourism could be an economic force that is more stable and predictable.
Taiwan has already proven that it can draw in foreign visitors through big events and cultural attractions. To achieve maximum economic value from tourism, the government needs to do more than just hold events — it needs to involve local enterprises, maximize the use of venues throughout the year and encourage social media-driven organic growth.
Instead of relying on new infrastructure or expensive campaigns, Taiwan could renovate districts to appeal to different audiences at different times of the year. By nurturing small businesses during tourism events, the country could generate sustainable development and ensure that the benefits of a flourishing tourism sector filter down to a greater segment of society.
Ezkiel Tjandra is a student in the Department of International Affairs at Wenzao Ursuline University of Languages.
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