Taiwan Tourism Boosts Destination Promotion in California with ASTA Partnership and 100 Ways to Wonder Campaign
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The Taiwan Tourism Administration (TTA), represented by its Los Angeles Office, joined forces with the ASTA Greater San Diego Chapter to organise a tourism promotional luncheon at The Legacy Resort Hotel & Spa on Tuesday,

The Taiwan Tourism Administration (TTA), represented by its Los Angeles Office, joined forces with the ASTA Greater San Diego Chapter to organise a tourism promotional luncheon at The Legacy Resort Hotel & Spa on Tuesday, 27 October. The gathering welcomed around 30 travel advisors and tourism industry representatives from the Greater San Diego region, providing a platform to promote Taiwan’s varied attractions and strengthen opportunities in the leisure and business travel markets.

A major focus of the event was Taiwan Tourism’s latest promotional initiative, #100WaysToWonder, which presents the destination’s appeal across six distinct categories: Food, Culture, Nature, LOHAS, Shopping and Romance. The presentation demonstrated how Taiwan’s combination of cultural attractions, natural landscapes, culinary experiences and lifestyle activities can support personalised travel programmes tailored to different visitor preferences.

Participants were also introduced to Taiwan’s Indigenous traditions through a hands-on bracelet-making session inspired by the glass bead craftsmanship of the Paiwan people. The workshop explored the cultural importance of these traditional ornaments while allowing travel advisors to experience an aspect of Taiwan’s Indigenous heritage. The activity highlighted the potential for meaningful cultural encounters to become part of customised holiday itineraries.

The programme additionally outlined several tourism campaigns and visitor incentives aimed at strengthening Taiwan’s appeal among American travellers. For the leisure market, the Return to Taiwan, Double the Good Fortune initiative was presented as an opportunity for eligible returning visitors to enter promotional draws offering travel spending rewards. The scheme is intended to encourage repeat visits and generate further interest in Taiwan as a holiday destination.

Business travel and the meetings, incentives, conferences and exhibitions (MICE) sector also featured prominently in the discussions. Travel professionals received information about transport and sightseeing benefits designed to help international business visitors discover more of Taiwan beyond their scheduled meetings and corporate activities.

Among the incentives highlighted were complimentary three-day Taiwan High Speed Rail passes, Taiwan Tourist Shuttle tickets and Taiwan Tour Bus excursions, subject to the relevant programme eligibility requirements. These benefits, alongside additional assistance for meetings and incentive travel, offer travel advisors opportunities to develop more comprehensive travel packages that combine professional engagements with leisure activities.

Through its collaboration with the ASTA Greater San Diego Chapter, the Taiwan Tourism Administration sought to deepen engagement with the Southern California travel trade, increase awareness of Taiwan’s tourism experiences and equip travel advisors with information and promotional opportunities to support future bookings.

“Southern California is one of our most important markets, and San Diego represents a significant opportunity to strengthen Taiwan’s presence among both leisure and business travelers,” said Vivian Lin, Director of the Taiwan Tourism Administration’s Los Angeles Office. “Through #100WaysToWonder, we want travel advisors to discover not only the incredible variety of experiences Taiwan has to offer, but also how easy it is to turn a single trip into a journey of discovery around the island. With special transportation benefits and incentive programs available for MICE and incentive travelers, now is an ideal time for San Diego’s travel trade to develop, promote and sell more Taiwan travel experiences.”

Representatives of China Airlines and STARLUX Airlines attended the luncheon, showcasing the accessible flight connections linking North America with Taiwan. Meanwhile, My Asia Tours and SITA World Tours presented a selection of Taiwan-focused travel packages and itineraries designed for the US travel market.

The gathering created a platform for travel advisors to engage with the Taiwan Tourism Administration, airline officials, tour operators and other tourism industry stakeholders. Participants explored opportunities to expand their destination knowledge, develop professional partnerships and introduce Taiwan as an attractive option for their clients’ future holidays.

Following the positive industry response to the San Diego luncheon, the Taiwan Tourism Administration plans to deepen its collaboration with travel advisors, airlines, tour operators and tourism partners across Southern California and the wider United States. These continued efforts aim to raise Taiwan’s profile in the American travel market, encourage greater visitor interest and showcase the island’s diverse tourism experiences through its #100WaysToWonder campaign.

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