Are Taiwan's Tourist Accommodation Prices Too High? Tourism Institute Chairman: Communication Gap Remains – We Must Make Consumers Feel the Value

The 'Taiwan Tourism Research Institute Foundation,' jointly established by the Ministry of Transportation and Communications' Tourism Bureau and private stakeholders, was officially inaugurated today (22nd) with a grand unveiling ceremony. The institute's founding chairman, Shen Fang-Cheng, outlined four key priority missions for Taiwan's tourism sector and responded to public criticism regarding the perceived high cost of tourism in Taiwan. Shen stated that the primary issue lies in insufficient communication. He emphasized that when comparing accommodation prices for international tourist hotels of the same standard, Taiwan's prices are very reasonable and actually cheaper than major cities such as Hong Kong, Tokyo, and Seoul.

Shen Fang-Cheng explained, 'When compared, Taiwan's prices are indeed lower. In Taiwan, tourists are accustomed to staying in high-quality hotels. If travelers take this expectation to those cities, they will realize that Taiwan's hotel prices are actually quite reasonable.' However, from the consumer's perspective, there is a legitimate expectation for higher service quality in exchange for the price paid. The reality, Shen noted, is that the tourism service industry is currently facing a severe labor shortage, making it difficult to secure sufficient staff to improve service quality.

Shen, who has over 40 years of experience in the tourism industry, emphasized, 'My experience has taught me that tourism is not just about visiting attractions, staying in hotels, or taking a trip. It is the accumulation of a complete experience—from transportation and environment to culture, cuisine, and interactions with local residents—that visitors have in Taiwan. The key challenge for the industry is how to make consumers feel that the price they pay is truly worth it. This is where tourism and accommodation providers must focus their efforts.'

Minister of Transportation and Communications Chen Shih-kai pointed out that Taiwan's tourism development must go beyond merely increasing visitor numbers. It is crucial to precisely understand tourist spending behavior and market trends, continuously enhance the value of tourism, and strengthen data governance. He also expressed gratitude to Premier Cho Jung-tai for his strong support and approval of the institute's preparatory phase. From its approval in late December 2025 to its official registration in April 2026, the institute was established in just four months.

Chen stated, 'In the future, the Ministry of Transportation and Communications and the Tourism Bureau will be the strongest supporters of the Research Institute. We expect the institute, with its high level of professionalism and foresight, to provide timely dynamic data analysis and industry development intelligence, track international trends, and assist both the government and the industry in continuous upgrading.'