Taiwan Tourism Research Institute Launched! Premier Cho Proposes 'Trillion-Dollar Tourism Industry' Goal – What Strategies Will Help Taiwan Go Global?

Taiwan Tourism Research Institute Launched! Premier Cho Proposes 'Trillion-Dollar Tourism Industry' Goal – What Strategies Will Help Taiwan Go Global?

Overview

Following President Lai Qingde’s proposal of a trillion-dollar tourism industry target by 2030, tourism has officially been integrated into Taiwan’s national strategic framework. The Executive Yuan has also listed tourism as one of 13 strategic industries, aiming to enhance Taiwan’s competitiveness in the global tourism market through policy integration, industrial upgrading, and international market expansion.

The Taiwan Tourism Research Institute, a foundation jointly funded by the Tourism Administration of the Ministry of Transportation and Communications and private organizations, was officially inaugurated today (22nd). Positioned as a 'National Tourism Think Tank,' the institute will focus on four core missions: 'forward-looking research, international linkage, industry advancement, and talent cultivation.' Through long-term research, data analytics, and cross-domain collaboration, it will establish a knowledge and decision-support system essential for Taiwan’s tourism development.

The institute’s organizational structure includes a 15-member board of directors, five supervisors, a president, a vice president, and supporting staff. Its headquarters is located at 12F, No. 337, Fuxing North Road, Songshan District, Taipei City.

Can Tourism Create Taiwan’s Next Miracle?

Premier Cho Jung-tai stated that the establishment of the Taiwan Tourism Research Institute symbolizes Taiwan’s tourism governance formally advancing toward institutionalization, professionalization, and internationalization. He noted that the government’s past establishment of institutions like the Industrial Technology Research Institute (ITRI) helped drive the technology sector and led to the rise of world-class enterprises like TSMC, creating Taiwan’s technological miracle. He expressed hope that the new institute would play a similar role, serving as a key engine to propel tourism industry upgrades and create another 'Pride of Taiwan.'

He pointed out that last year, international visitors to Taiwan reached 8.57 million, while outbound travelers exceeded 18 million, indicating significant growth potential for Taiwan’s tourism sector. Future tourism development must move beyond marketing individual attractions and instead integrate accommodation, transportation, culture, cuisine, shopping, and local characteristics to create a comprehensive travel experience.

Premier Cho emphasized that international conventions, sports events, conferences, and concert economies will become key drivers of tourism consumption. The government will also advance toward the vision of 'tourism as a national pillar' through cross-ministerial collaboration.

Premier Cho Jung-tai Speaks at Inauguration Ceremony

Premier Cho Jung-tai (pictured) attended the inauguration ceremony of the Taiwan Tourism Research Institute on the 22nd, stating that the institute, as a 'National Tourism Think Tank,' will connect government and private sectors, research and practice, to collaboratively advance the 2030 goal of a trillion-dollar tourism industry. (Central News Agency)

From Tourist Numbers to Value Creation: How Can Taiwan Enhance Its International Competitiveness?

Minister of Transportation and Communications Chen Shih-kai noted that Taiwan’s future tourism must focus not only on visitor numbers but also on precisely understanding tourist spending behavior, market changes, and industry trends, using data governance to elevate tourism value.

He stated that the Ministry and the Tourism Administration will serve as the institute’s strongest supporters, expecting it to provide real-time dynamic data analysis, industry development intelligence, and international trend observations with professional expertise and foresight, assisting both the government and industry players in advancing tourism upgrades.

Facing rapid changes in the global tourism market, as well as challenges such as sustainability transformation, digital technology, labor structure changes, and international competition, the institute will use its research capabilities to help Taiwan’s tourism shift from 'understanding the market' to 'anticipating the future.'

What Will the Taiwan Tourism Research Institute Do After Launch?

Shen Fang-cheng, Chairman of the Taiwan Tourism Research Institute, shared that after over 40 years in the tourism industry, he deeply understands that tourism is not just about attractions or a single trip, but the complete experience accumulated from the moment visitors arrive in Taiwan—through transportation, environment, accommodation, dining, culture, and local interactions.

Taiwan Tourism Research Institute officially launched. First Chairman Shen Fang-cheng stated that the institute will need professionals in policy research, database construction, data analytics, international exchange, and talent development. (Photo, Central News Agency)

He emphasized that tourism involves not only visitor numbers and output value but also local development, cultural heritage, industrial upgrading, and international exchange—it is a vital window for the world to understand Taiwan. Therefore, after its launch, the institute will prioritize four key missions:

- The institute must first possess the ability to 'listen and understand.' This includes understanding the government’s tourism policy direction, grasping the environmental, social, and governance challenges local governments face in promoting tourism, and deeply understanding the industry’s challenges in human resources, sustainable operations, and digital transformation. - Shift from promoting attractions to offering local experiences. Taiwan possesses rich resources such as mountain and coastal landscapes, urban culture, temple beliefs, indigenous heritage, agriculture and fisheries, and warm hospitality. However, these resources do not automatically translate into competitiveness. - Focus on talent cultivation. While Taiwan has long been renowned for its warm hospitality, in an increasingly competitive global tourism environment, enthusiasm alone is insufficient. The institute will focus on service quality, data application, sustainable management, and AI technology to support the comprehensive transformation of tourism professionals. - Implement 'Every Ministry Has Tourism, Everyone Supports Tourism,' assisting central and local governments in integrating tourism resources such as scenic spots, cultural events, performances, exhibitions, and international competitions. By researching business models, development strategies, and establishing key performance indicators (KPIs), tourism content can be transformed from simple consumption into deep, distinctive experiences.

How Will the 2040 Tourism Blueprint Be Strategized?

Dr. Yang Sheng-ping, President of the Taiwan Tourism Research Institute, stated that the institute’s first wave of research will focus on Taiwan’s mid-to-long-term tourism development and international market positioning, including critical topics such as the '2040 National Tourism Development Blueprint,' 'Elements of Taiwan’s Tourism Image and Brand Identity,' 'Target Market Strategy,' and 'Core Competitiveness of Taiwan-style Service.'

Additionally, the institute will conduct research on sustainable tourism development blueprints, economic impact assessments of tourism events, dynamic data analysis of inbound tourism, and promote certification programs for local tour guides and digital credentialing for tourism professionals, ensuring research outcomes serve as crucial foundations for policy formulation, local development, and industrial upgrading.

With the Tourism 'National Team' Formed, Can Taiwan Achieve Its Trillion-Dollar Industry Vision?

Dr. Yang noted that the institute will continue expanding exchanges with international tourism organizations, think tanks, and research institutions. Through international trend monitoring, research collaboration, and professional network connections, Taiwan’s ability to participate in global tourism discussions will be enhanced.

The institute also plans to host an international symposium in 2027, creating a dialogue platform between Taiwan and the global tourism professional community, allowing Taiwan’s tourism experiences and achievements to be seen by the world.

The establishment of the Taiwan Tourism Research Institute is not merely the addition of another research body—it symbolizes a joint effort by government and private sectors to create a new engine for tourism industry upgrading. Under the 2030 trillion-dollar tourism industry goal, Taiwan’s future competitiveness will no longer be measured solely by how many tourists it attracts, but by its ability to create higher value, deeper, and more internationally appealing travel experiences.

With the institute officially launching, Taiwan’s tourism is transitioning from 'chasing markets' to 'leading markets,' laying a long-term foundation for the next phase of industry development.

Taiwan Tourism Research Institute Inauguration (1)

The Taiwan Tourism Research Institute was officially inaugurated on the 22nd. Premier Cho Jung-tai (back row, third from left), Chairman Shen Fang-cheng (back row, second from right), Minister Chen Shih-kai (back row, second from left), and Minister of Culture Lee Yuan (back row, left) attended the launch ceremony, symbolizing the official launch of the national-level tourism think tank. (Photo, Central News Agency)