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Set Sail for Southern Taiwan! Southern Taiwan Tourism Union and EVA Air Invite 12 Leading Hong Kong Travel Operators to Expand Visitor Arrivals
Updates:2026-07-22
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Hong Kong is one of Taiwan's most important inbound tourism markets. According to statistics from Tourism Administration, MOTC, Hong Kong visitor arrivals to Taiwan exceeded 1.2 million in 2025 and reached a cumulative 400,000 from January to April 2026. To capture opportunities in the repeat-visitor market, Siraya National Scenic Area Headquarters under Tourism Administration, MOTC is leading the 2026 Southern Taiwan Tourism Union International Promotion Plan, joining the Southwest Coast, Dapeng Bay, and Maolin management offices and partnering with EVA Air to invite 12 leading Hong Kong travel operators to southern Taiwan for a familiarization tour. By connecting aviation, product development, sales channels, and content marketing, and through innovative itinerary fam tours and in-depth industry matchmaking, the initiative aims to make southern Taiwan a first-choice destination for Hong Kong travelers returning to Taiwan and exploring the south in greater depth.
The Hong Kong fam tour delegation spans digital OTAs, major traditional travel agencies, MICE (Meetings, Incentives, Conferences, and Exhibitions) specialists, airline ticketing wholesalers, and social and new media channels, including Trip.com, Wing On Travel, Sunflower Travel, and other leading operators among the 12 participants. Going beyond single-channel promotion, this fam tour combines FIT platform traffic, group tour operations, corporate incentive travel resources, airline ticketing packaging, and social content amplification to raise the Southern Taiwan Tourism Union's international profile while driving targeted tourism product development and measurable visitor conversion.
Director Hsu Chu-lung of Siraya National Scenic Area Headquarters under the Tourism Administration, MOTC noted that Hong Kong visitors have a high familiarity with Taiwan and a strong repeat-visit rate, and in recent years have placed greater emphasis on in-depth experiences, local cuisine, distinctive accommodations, and leisurely slow travel. Southern Taiwan boasts diverse resources — mountain forests, reservoirs, coastal areas, ecological landscapes, hot springs, Indigenous culture, and local food — making it ideal for developing second- and third-visit tourism products. By leveraging EVA Air's southern Taiwan routes and market resources alongside Hong Kong operators' sales channels, this initiative will help advance the Southern Taiwan Tourism Union from brand promotion to "truly long-term product sales."
The fam tour itinerary weaves together the distinctive resources of Siraya, Southwest Coast, Dapeng Bay, and Maolin, guided by the theme "From Coastal Flavors to Mountain Towns: A Journey into Southern Taiwan's Living Landscape." Starting along the Tainan coast, the route showcases coastal character through Qigu grilled oysters, an ecological lake cruise, and Jingzaijiao Salt Fields; it then continues inland to Houbi Sunu Village, Gaji Cloth handcraft workshops, and Xinhua Dakeng village cuisine, highlighting the slow-travel appeal of rural life and local dining; next, in Liugui mountain town in Kaohsiung, participants experience a mountain tea ceremony and a sea-view cultural and creative marketplace, taking in mountain-forest tea aromas and the creativity of the harbor city; finally, the journey arrives at Dapeng Bay in Pingtung, where a fishing village tour, marlin fishball DIY, and bluefin tuna cuisine bring the itinerary to a distinctively southern marine finale.
EVA Air noted that Hong Kong and Taiwan share close ties, and the route has long been important for tourism and business travel. This year marks the 30th anniversary of EVA Air's Taiwan–Hong Kong route, a key milestone in route operations and a new starting point for deepening Taiwan–Hong Kong tourism exchanges. Through this partnership with the Southern Taiwan Tourism Union to promote a Hong Kong operator fam tour, EVA Air hopes to turn Hong Kong travelers' familiarity with Taiwan into fresh motivation to explore southern Taiwan, with Kaohsiung serving as a key gateway to the south and helping drive tourism product development and actual visits across southern Taiwan.
The Hong Kong fam tour delegation spans digital OTAs, major traditional travel agencies, MICE (Meetings, Incentives, Conferences, and Exhibitions) specialists, airline ticketing wholesalers, and social and new media channels, including Trip.com, Wing On Travel, Sunflower Travel, and other leading operators among the 12 participants. Going beyond single-channel promotion, this fam tour combines FIT platform traffic, group tour operations, corporate incentive travel resources, airline ticketing packaging, and social content amplification to raise the Southern Taiwan Tourism Union's international profile while driving targeted tourism product development and measurable visitor conversion.
Director Hsu Chu-lung of Siraya National Scenic Area Headquarters under the Tourism Administration, MOTC noted that Hong Kong visitors have a high familiarity with Taiwan and a strong repeat-visit rate, and in recent years have placed greater emphasis on in-depth experiences, local cuisine, distinctive accommodations, and leisurely slow travel. Southern Taiwan boasts diverse resources — mountain forests, reservoirs, coastal areas, ecological landscapes, hot springs, Indigenous culture, and local food — making it ideal for developing second- and third-visit tourism products. By leveraging EVA Air's southern Taiwan routes and market resources alongside Hong Kong operators' sales channels, this initiative will help advance the Southern Taiwan Tourism Union from brand promotion to "truly long-term product sales."
The fam tour itinerary weaves together the distinctive resources of Siraya, Southwest Coast, Dapeng Bay, and Maolin, guided by the theme "From Coastal Flavors to Mountain Towns: A Journey into Southern Taiwan's Living Landscape." Starting along the Tainan coast, the route showcases coastal character through Qigu grilled oysters, an ecological lake cruise, and Jingzaijiao Salt Fields; it then continues inland to Houbi Sunu Village, Gaji Cloth handcraft workshops, and Xinhua Dakeng village cuisine, highlighting the slow-travel appeal of rural life and local dining; next, in Liugui mountain town in Kaohsiung, participants experience a mountain tea ceremony and a sea-view cultural and creative marketplace, taking in mountain-forest tea aromas and the creativity of the harbor city; finally, the journey arrives at Dapeng Bay in Pingtung, where a fishing village tour, marlin fishball DIY, and bluefin tuna cuisine bring the itinerary to a distinctively southern marine finale.
EVA Air noted that Hong Kong and Taiwan share close ties, and the route has long been important for tourism and business travel. This year marks the 30th anniversary of EVA Air's Taiwan–Hong Kong route, a key milestone in route operations and a new starting point for deepening Taiwan–Hong Kong tourism exchanges. Through this partnership with the Southern Taiwan Tourism Union to promote a Hong Kong operator fam tour, EVA Air hopes to turn Hong Kong travelers' familiarity with Taiwan into fresh motivation to explore southern Taiwan, with Kaohsiung serving as a key gateway to the south and helping drive tourism product development and actual visits across southern Taiwan.
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