In a significant step forward for Taiwan’s indigenous tourism, the “Discover the Tribes of Taiwan” exhibit at ITB Asia 2024 made a powerful impression on the global tourism industry. Held from October 23 to 25 in Singapore, the exhibition brought Taiwan’s rich indigenous culture to the forefront, successfully connecting tribal tourism leaders with an international audience. The Council of Indigenous Peoples (CIP) led this year’s pavilion, marking a significant advancement in their commitment to showcase Taiwan’s authentic tribal heritage globally.
Strengthening Taiwan’s Tribal Tourism Brand
Taiwan’s indigenous tourism strategy at ITB Asia 2024 targeted enhanced exposure and connections within the Asia-Pacific tourism sector, with over 65% of event buyers originating from the region. This presence, underscored by Taiwan’s commitment to preserving and promoting its Indigenous culture, was designed to attract leisure and business travellers seeking a unique, authentic travel experience.
Building on the success of its initial ITB Asia participation in 2023, the CIP aimed to elevate the brand of Taiwan’s indigenous tourism to a world-class level. With this in mind, the CIP has invested extensively in upgrading software and hardware for tribal tourism, ensuring that the infrastructure and experience align with international travel standards. The result is a strong collaborative effort with local travel agencies, positioning Taiwan’s tribal regions as must-visit destinations for culturally inclined travellers.
Showcasing Taiwan’s Tribal Heritage with Four Key Groups
This year, the CIP brought together four influential tribal groups—Dajili Culture and Art Association, Domeng Source Association (Mukumugi), Hualien County Ceroh Cultural Heritage Economic Development Association, and the Cawi’ Tribe_Jingpu Community Development Association—alongside prominent travel agency Lion Travel. Together, they created a vibrant showcase, captivating attendees with a powerful visual and sensory journey into Taiwan’s tribal lands.
Visitors to the pavilion experienced the spectacular beauty of Taiwan’s mountains, rivers, and tribal lifestyles, all featured in an immersive video. The exhibit captured the curiosity and attention of travel professionals from around the globe, eager to learn about Taiwan’s unique tribal traditions. Including traditional food and cultural performances, they have provided a deeper understanding of Indigenous life, drawing rave reviews and memorable interactions from participants.
A High-Impact Experience for Buyers
The “Discover the Tribes of Taiwan” exhibit was designed to display Taiwan’s cultural treasures and foster business opportunities. Each day of the event saw Taiwan’s exhibitors engage with an impressive average of over 80 buyers, paving the way for new partnerships and collaborations. These exchanges have set the stage for future expansion in international markets as global interest in culturally immersive travel experiences grows.
In addition to business discussions, Taiwan’s tribal representatives offered a memorable taste of Indigenous cuisine, with samples featuring ingredients such as mountain litsea, red quinoa, and roselle. These traditional flavours captivated visitors’ taste buds and reinforced the cultural depth of Taiwan’s tribal heritage. Furthermore, the live music and dance lessons on stage brought a lively and interactive component to the showcase, ensuring that Taiwan’s presence would be remembered long after the event.
Future Prospects for Taiwan’s Tribal Tourism
The successful engagement at ITB Asia 2024 is expected to fuel a surge in international interest in Taiwan’s Indigenous destinations. By presenting a distinctive travel experience that connects visitors with the history, art, and cuisine of Indigenous tribes, Taiwan positions itself as a leading destination for culturally immersive tourism within the Asia-Pacific region. This initiative also aligns with the growing trend among travellers to seek authentic, sustainable, and community-centred travel options.
The Council of Indigenous Peoples is confident that this exposure will open doors for further collaboration with international travel agencies, driving a wave of interest that supports sustainable economic growth for Taiwan’s tribal communities. The CIP plans to build on these results by expanding resources and outreach, enabling Taiwan’s indigenous tribes to take full advantage of the global tourism market.
Visit Explore The Sun’s official site for further details on “Discover the Tribes of Taiwan,” including travel itineraries and cultural highlights.
Written by: My Thanh Pham
