If there was ever a city determined to ensure the world knows its name, Kaohsiung has just raised its hand and waved it enthusiastically from every major street corner across Asia.
Taiwan’s southern powerhouse has launched an ambitious new international tourism identity, “KEEP VIBRANT KAOHSIUNG,” a campaign designed to showcase the city’s unique blend of culture, innovation, natural beauty and maritime heritage to millions of potential visitors throughout the region.
The initiative, unveiled by the Kaohsiung City Government Tourism Bureau, is already making a significant impact across key tourism markets including Japan, South Korea, Vietnam and Malaysia. Through a combination of large-scale outdoor advertising, targeted destination marketing and cinematic storytelling, the campaign is expected to reach an estimated 28 million viewers annually.
For a city once regarded as one of Asia’s best-kept secrets, Kaohsiung’s rapid rise on the international tourism radar is becoming impossible to ignore.
Adding weight to the campaign’s timing is a string of impressive industry accolades. Travel platform Expedia recently ranked Kaohsiung as the world’s fourth-best hidden gem destination for value-conscious travellers during Japan’s 2026 Golden Week period. The city is also emerging as Taiwan’s most talked-about destination, outperforming many regional competitors in traveller interest and growth.
According to Tourism Bureau Director-General Kao Min-lin, the city’s appeal lies in its remarkable diversity.
“Kaohsiung’s unique blend of mountains, sea, rivers, and harbours, combined with a multicultural vibe and a high-tech urban pulse, creates an unparalleled maritime city experience,” said Kao.
He added that Kaohsiung continues to achieve Taiwan’s highest tourism satisfaction ratings, supported by recognition from leading travel platforms including Agoda and Klook.
The campaign’s visual identity reflects the city itself. Ocean Blue symbolises Kaohsiung’s deep maritime roots and thriving harbour precinct. Passionate Orange celebrates the warmth and friendliness for which local residents are renowned. Modern Purple represents creativity, innovation and the city’s growing reputation as a technology hub.
Recognising that modern travellers seek authentic experiences rather than generic sightseeing, the Tourism Bureau has developed three cinematic promotional films tailored to distinct visitor segments. Featuring a Western backpacker, an Asian honeymoon couple and a Muslim family, the videos showcase personalised “One Day in Kaohsiung” itineraries.
The films highlight many of the city’s standout attractions, including Cijin Island, National Kaohsiung Centre for the Arts (Weiwuying), Lotus Pond and Fo Guang Shan, while also introducing visitors to Indigenous cultural communities that add further richness to the destination.
Meanwhile, the campaign is enjoying prime exposure across some of Asia’s busiest urban locations. Travellers will encounter Kaohsiung’s vibrant branding at Busan’s Seomyeon Station, Osaka’s famous Dotonbori district, Ho Chi Minh City’s iconic Café Apartments and leading retail precincts throughout Kuala Lumpur.
A particularly clever element of the strategy is its localisation. Rather than relying on a one-size-fits-all message, the Tourism Bureau has adapted its campaign slogan for each market. Japanese audiences are greeted with “Japan–Taiwan Friendship: Passionate Kaohsiung”, South Koreans with “Taiwan Sensibility: Vibrant Kaohsiung”, Vietnamese travellers with “Check-in CaoHung”, and Malaysian consumers with “Ria Kaohsiung”.
It is a smart move in an increasingly competitive tourism marketplace where destinations must do more than simply attract attention—they must create relevance.
For Kaohsiung, the objective is clear. The city wants travellers to see beyond Taiwan’s traditional tourism gateways and discover a destination where gleaming waterfronts, centuries-old cultural traditions, cutting-edge technology and genuine local hospitality coexist with remarkable ease.
And if the city’s current momentum continues, Kaohsiung may soon find that being called a hidden gem is no longer accurate. The secret, it seems, is very much out.
For more information, visit the Kaohsiung Travel Official Website.
By: Sandra Jones – © 2026.
Read Time: 3 Minutes.
About the Author.
Sandra has spent a working lifetime quietly rescuing journeys, one itinerary, one anxious caller, one impossible connection at a time. Years in Australia’s finest travel agencies taught her the art of calm, how to find a flight in a fog of cancellations, how to soothe a traveller when luggage wanders, how to turn nine frantic days in Europe into something resembling sense. Qualified, seasoned, endlessly patient, she learned that good travel advice is part logistics, part listening.
But the storyteller in her was always waiting for her turn. Writing offered a new map, a way to turn experience into reflection, detail into delight. At Global Travel Media, Sandra now writes the truths only insiders know: the mishaps, the laughter, the grace found between gates and goodbyes. She reminds us that travel, for all its fuss, is still one of life’s better ideas.
