Tainan, as Taiwan’s oldest city, is not only rich with over 400 years of history but is also a cultural, religious, and culinary birthplace that carries immense historical memories and cultural heritage. From ancient streets of the old capital to modern international exhibitions, Tainan has continuously charmed countless visitors with its unique allure. In light of accelerated globalization and the increasingly competitive tourism market, Tainan has endeavored to reposition itself with an international perspective, actively promoting the city globally through international collaboration and promotional activities. In this feature, we explore the vision behind Tainan’s international tourism drive and how innovative marketing strategies have helped blend history with modernity to capture global attention.
In an exclusive interview with《The Icons》, Tainan Mayor Huang, Wei-Cher shared his vision: “Tainan is not just a historical city; it is also a vibrant, modern city full of innovation. We hope to use culture as our foundation, combining it with technology and an international outlook, to make Tainan a must-visit destination for global travelers.” From participating in international travel fairs to establishing partnerships with sister cities, Tainan has successfully promoted the city’s image and unique agricultural products to Europe, Asia, and North America, demonstrating the beauty of a diverse cultural fusion.
Promoting international tourism is not just about attracting tourists but also an essential strategy for Tainan to achieve sustainable development. Through digital transformation and innovative marketing, Tainan has promoted local agricultural products such as Aiwen mangoes and pineapples to the world, while simultaneously shaping the “Truly Tainan” brand image across international media. These efforts have brought about a dual benefit of economic growth and cultural exchange.
“We are committed to showing the world Tainan’s warmth and depth. By promoting local products with cultural stories, like the Aiwen mangoes that represent Tainan’s sunlight and fertile land, along with our unique handcrafted culture, we hope to attract visitors to delve deeply into the historical context and human warmth of Tainan,” Mayor Huang said. “Simultaneously, we are actively developing green tourism and sustainable travel, encouraging every visitor to explore this beautiful city in an environmentally friendly and nature-conscious manner.”
Expanding the International Tourism Market and Establishing Tainan as an Asian Travel Destination
“By participating in tourism exhibitions in Japan, South Korea, Singapore, and other countries, we not only aim to attract more international tourists but also strive to build long-term relationships with these countries’ governments and businesses. This will secure a place for Tainan’s agriculture, culture, and tourism resources in the global market,” emphasized Mayor Huang. Tainan’s efforts do not end with showcasing products but are also aimed at driving substantive international cooperation, resulting in bilateral exchange in both agricultural exports and tourism.
For example, at the Tokyo Food Show, Tainan signed cooperation memoranda with Matsutake Corporation, Toranomon TV Shopping, and Denpoh Trading Company, which not only resulted in orders for hundreds of tons of pineapples but also deepened long-term cooperation with the Japanese market. Similarly, participation in the Busan International Tourism Exhibition and the Singapore International Food Fair has fostered stronger connections with local businesses and tourism associations, significantly boosting Tainan’s exposure and appeal in the Asian tourism market.
“Every international partnership is a two-way learning opportunity. We hope that through these actions, the world can understand more about Tainan’s history and innovation, and that Tainan can serve as an important bridge for global cultural dialogue,” Mayor Huang said.
Innovative Marketing to Elevate Tainan’s Global Presence
In an era marked by rapid digitalization and the rise of social media, the Tainan City Government has implemented a series of innovative marketing strategies, effectively enhancing the city’s exposure and presence in the international tourism market. By inviting influencers and key opinion leaders (KOLs) from countries like Japan and South Korea to visit Tainan and create engaging content, the city has showcased its cultural beauty and modern vibrancy to the world in an intuitive and impactful way.
Moreover, the Tainan City Government has invited more influential international KOLs to participate, such as Korean professional golfer Seo Soo-Yeon, who shared her golfing adventures in Tainan through her personal social media channels, attracting the attention of tens of thousands of high-end Korean travelers. Japanese blogger Yota Nakamura used his photography skills to promote Tainan’s cycling tours and leisure routes, highlighting the beauty of slow-paced travel. Through these collaborations, Tainan has successfully brought its local tourism highlights to millions of overseas audiences, further solidifying its position in the international market.
“Tainan has long been known as the ‘Cultural Capital’ and the ‘Culinary Capital,’ but we hope to use these internationally known influencers and KOLs to convey Tainan’s charm to an even broader audience. We believe that everyone can find their own story in Tainan,” Mayor Huang stated. Digital marketing and social media platforms have become crucial tools for tourism promotion today. The strategic use of these platforms by the Tainan City Government has not only attracted more potential tourists but also strengthened Tainan’s brand image in the hearts of global travelers.
These innovative marketing strategies have successfully elevated Tainan’s international reputation and reflect the breakthrough thinking and innovation of the Tainan City Government in tourism promotion. Looking ahead, Tainan will continue to leverage international cooperation and creative marketing techniques, ensuring that this historic yet dynamic city shines as a brilliant star on the global tourism map.
From Agriculture to Tourism: Tainan’s Diverse Development Blueprint
Tainan’s promotional strategy is not solely focused on tourism and agricultural products; it also places cultural exchange at its core, showcasing the city’s profound heritage and diverse charm. During various activities held in Japan, such as the Solan Festival and the Tainan Mango Exhibition, Tainan has tightly integrated culture and tourism by supporting local art groups and promoting high-quality agricultural products. These events not only enabled international audiences to appreciate Tainan’s rich cultural significance but also successfully conveyed the image of a city characterized by its warmth and hospitality.
International cooperation also plays a key role in Tainan’s development strategy. The city has been actively deepening its friendship with sister cities by signing cooperation agreements with multiple Japanese cities to foster exchanges in culture, economics, and tourism. These collaborations go beyond formal interactions, demonstrating Tainan’s efforts to promote genuine cooperation between international cities. Through cultural festivals and shared agricultural products, Tainan has showcased its role as a cultural hub while creating deeper understanding and connections for residents of both cities.
These efforts have undoubtedly earned Tainan higher recognition on the international stage, strengthening the city’s brand image. Mayor Huang noted, “Culture is the soul of a city, and friendship is the bridge that connects us. We hope to make Tainan an important gateway for the world to understand Taiwan through cultural exchanges and international cooperation.” These actions embody the spirit of the United Nations Sustainable Development Goal 17—fostering global partnerships—and lay a solid foundation for Tainan’s sustainable future.
Setting a Global Benchmark for Tourism
In the face of rapid changes and competition in the global tourism market, Tainan is confidently and innovatively outlining its future development blueprint. Mayor Huang stated that Tainan will participate in more international tourism exhibitions, making full use of social media and emerging marketing technologies to position this historic yet vibrant city in the sights of more international travelers.
Mayor Huang elaborated on Tainan’s vision, emphasizing enhanced cooperation with Southeast and Northeast Asia, the expansion of more direct flight routes, and making Tainan a top choice for international tourists seeking medium- to short-haul travel. At the same time, Tainan plans to delve deeper into its local cultural resources by organizing international cultural festivals and exchange activities, allowing every visitor to truly feel the depth of Tainan’s history and cultural value while exploring the city.
“Tainan is a city with 400 years of historical memory, but our vision does not dwell solely on the past. We hope this city becomes a platform that inspires travelers, promotes cultural exchange, and creates a sustainable future. In the future, we will join hands with the world through innovation and sincerity, letting Tainan shine brightly on the international stage and become an unmissable dream destination for every traveler.”
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