Chapter 14Tourism and RecreationThe development of tourism in Taiwan has evolved from the consolidation of local to international expansion. Taipei City has the greatest number and variety of tourism resources in Taiwan. In the cultural sphere it is home to the world-class National Palace Museum. It boasts a fast, convenient and comfortable mass rapid transit (MRT) system and various river boat routes and riverside bicycle paths. There are also plenty of historic sites in the city, from Longshan Temple to the Confucius Temple. In the area of economics and trade, Taipei is home to the landmark Taipei 101; and for natural escapes the city offers hot spring areas, the beautiful Yangmingshan National Park, and other scenic spots. Taipei is also known for the diversity of its fine cuisine, which visitors can sample at various night markets and exotic restaurants in the city. All of these attractions simply show that, when it comes to tourism, “Taipei Has it All.”

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The number of foreign visitors coming to Taiwan has grown sharply in recent years. According to statistics compiled by the Tourism

Bureau of the Ministry of Transportation and Communications (Taiwan Tourism Bureau), 3,716,063 international visitors came to Taiwan in 2007. This figure included 1,648,507 tourists, a

3.38% increase over 2006. According to the Taiwan Tourism Bureau’s 2006 Annual Survey Report on Visitors

Expenditure and Trends in Taiwan, 76.52% of the visitors surveyed stayed at least one night in Taipei, far exceeding the ratio staying at the number two destination,

Kaohsiung (11.69%). This shows the pivotal role played by Taipei City in Taiwan’s tourism industry.

Part 1 Tourism and Recreational ResourcesAs the capital of Taiwan, Taipei brings together a broad range of cultural, economic and technological

resources. It is well endowed with mountains, hot springs and other natural attractions and offers a diversity of choices for dining, shopping and artistic appreciation as well. As transportation in the city becomes more and more convenient, Taipei’s appeal as a tourist destination has grown. By promoting its wide-ranging resources and attractions, Taipei can realize its full potential as a tourist destination and enable city residents and domestic and international visitors to experience a new side of the city.

1. Maokong Gondola The Maokong Gondola opened to the public on July 4, 2007. This is the first gondola service in

Taipei serving tourism, leisure and travel functions; it is also the longest gondola line in Taiwan (4.03 km compared to the 0.38 km Wulai Gondola, 2 km Formosan Aboriginal Culture Village Gondola, and 0.33 km Hualien Ocean Park Gondola). On December 9, 2007, the Maokong Gondola carried its two millionth passenger and by the end of the year total passenger volume had risen to 2,364,682 persons. These figures underscore the appeal of the gondola service and the extensive tourism potential it has created for the Maokong area.

Taking the Maokong Gondola to the Maokong tea growing area was the most exciting new tourism and recreational activity in Taipei in 2007. Gondola passengers can enjoy scenic views as they ascend from the Taipei Zoo Station, from the aerial view of the zoo and the giraffe-like smokestack of the Muzha Refuse Incinerator Plant to the Northern Second Highway, Taipei 101, and Wenshan District. On a clear day, the green peak of Guanyinshan is visible in the distance. The beautiful scenic view from the Maokong Gondola

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The green hills of Maokong set the perfect stage for enjoying a serenade of the calls of the crested serpent eagle, Muller’s barbet and Rana adenopleura in a unique natural landscape close to greater Taipei area. At night, gondola riders can take advantage of the excellent vantage point to enjoy the city lights and the illuminated landmark Taipei 101. The 20-minute journey up terminates at the Maokong Station. Around the station and along the roadsides are several teahouses where visitors can sample the fine local tieguanyin and baozhong teas while taking in the scenic surroundings.

2. Riverside Bicycle PathsRecreational bicycle riding has enjoyed a

resurgence in Taipei in recent years. The Taipei City Government has encouraged this trend, in line with its promotion of health and environmental consciousness, by developing bicycle paths along the Danshui, Keelung and Xindian rivers. Totaling 106 kilometers in length, the paths extend south to Jingmei and east to Neihu, and follow both sides of the rivers downstream to the Guandu Wetlands. The city government has planned six routes according to the different scenic attractions of the river areas they follow. They include the Keelung River Left Bank and Right Bank Bicycle Path; the Guandu, Gold Coast, and Bali Left Bank Bicycle Path; the Jingmei River Left Bank and Right

Bicyclers can enjoy expansive views along the Huazhong Riverside Park Bicycle Path

A bicycle path through the lush greenery of Shuangxi Riverside Park

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Bank Family Bicycle Path; Shezi Island and Erchong Flood Diversion Channel Bicycle Path; Shangxi Riverside Bicycle Path; and Xindian River, Dahan River, and Danshui River Bicycle Path. These routes combine numerous natural, cultural and historic sites with recreational and sports facilities to provide excellent destinations for weekend and holiday leisure activities. They also present a whole new side of Taipei City.

In 2007, bicycle rental stations in Dajia, Muzha, Meit i , Huazhong, Jingfu and Guanshan were completely renovated to enhance the overall image of the riverside parks and the integration of park facilities with the scenic surroundings. The stations also began providing medical boxes, tire pumps, and bike tools to the public for free to further improve the quality and convenience of recreational resources along the riverside bicycle paths. Furthermore, since 2004, the Taipei MRT has allowed passengers to transport their bicycles by the MRT on weekends. This service is available at 15 stations on the MRT system, including Hongshulin, Zhuwei, Guandu, Beitou, Qilian, Mingde, Shilin, Yuanshan, Shuanglian, Dingxi, Nanshijiao, Chiang Kai-shek Memorial Hall, Gongguan, Dapinglin, and Xindian stations.

In 2007, the Taipei City Government held a cycling carnival at Dajia and Shuangxi riverside parks in conjunction with a ceremony to officially commission the “Riverside Bike Mounties.” At the commissioning ceremony, held under the Dazhi Bridge in Dajia, Taipei City Mayor Hau Lung-bin led the newly initiated Mounties and other event participants on a roundtrip bicycle tour from Dajia Riverside Park to Yingfeng Riverside Park. A prize drawing, bicycle stunt performances and other activities further added to the fun of this healthy event.

3. The Blue Highway – A New Wave of TourismRiver travel in Taipei City dates back to October 1990, when the Taiwan Railway Administration

suspended service on the Danshui train line. At that time, the Danshui Ferry Company began offering river transportation services between Dadaocheng and Danshui. The service came to an end in August 1994 after the Danshui Wharf was blockaded by local fishermen. The Department of Transportation of the Taipei City Government subsequently embarked on a plan to develop the “Blue Highway” river tour activities, undertaking the construction of new wharves, river dredging, riverside scenic improvements, river refuse-clearing, water quality improvement, beautification of river embankments and access bridges, route planning, bid arrangements, and other related work. Following this preparatory work, the river boat service was officially launched on February 7, 2004.

Tours originally were provided on the Danshui River (Dadaocheng to Guandu Wharf) and the Keelung River with a fleet of two 54-person boats and two 10-person motorboats. By the end of 2007, the boat

Cycling at Dajia and Yingfeng Riverside Parks

Fuhe Bridge provides a convenient bicycle link to Taipei County

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services had grown to include eight routes: six on the Danshui River (Dadaocheng to Guandu Wharf; Guandu to Danshui Fisherman’s Wharf; Guandu to Danshui Wharf; Guandu to Bali Passenger Wharf; loop cruises from Guandu Wharf; and Guandu to Longxing Wharf in Bali) and two on the Keelung River (loop cruises from Dajia; and cruises from Dajia to Yuanshan Wharf). Passenger volume on these routes has steadily grown over the years supported by the city government’s efforts to improve riverside scenery, as well as the offering of new river tour activities and promotions by boat operators. On October 10, 2007, the city government held a National Day fireworks display at Dadaocheng Wharf on the Danshui River, attracting a large number of river boat passengers and creating considerable business opportunities in the Dadaocheng area.

At present, boat passengers can embark from the three Taipei City wharves of Dadaocheng, Dajia and Guandu for tours to various scenic hot spots in Taipei County, including Danshui Old Street, Bali, Bali Longxing, and Danshui Fisherman’s Wharf. Visitors can also combine a boat trip with a bicycle tour along riverside paths linking Dihua Street, Taipei Xiahai Chenghuang Temple, the Lin Liu-hsin Puppet Theatre Museum, Guandu Temple, Guandu Nature Park, Tittot Museum, Dajia Hope Fountain Springs, Taipei Children’s Recreation Center, the Taipei Fine Arts Museum, Lin An-tai Historical House, Taipei Story House, the Martyrs’ Shrine, the Grand Hotel, Bali Left Bank Park, the Shihsanhang Museum of Archeology, Fisherman’s Wharf, San Domingo Fort, Danshui Old Street, and the Danshui River Mangrove Nature Reserve. From DIY trips to packaged tours, there are ample boat tour options for people of all ages.

4. City TourismTourism contributes to the local vitality and cultural development of Taipei City. It also plays

an important role in raising Taipei’s profile as an attractive Asian destination, placing the city on the international stage, and promoting exchange and dialogue with other major cities of the world. The city government therefore has been planning and promoting tour routes, establishing visitor centers, developing city souvenir products, and promoting other related affairs to establish Taipei as one of the top tourism and cultural cities in Asia.

The Taipei Visitor Center network sets the pace among Asia’s major tourism cities with its extensive scope of multi-language (mainly Chinese, English and Japanese) travel services. The centers provide maps, guides and a wealth of other information on scenic sites, transportation, accommodations, festivals and other activities according to the nature of the local attractions. Center personnel are also on hand to provide assistance. Such services have helped to make Taipei one of the best cities in Asia for tourism. As of 2007, the Taipei Visitor Center network had expanded to nine service points, including centers at the Taipei Main Station, Songshan Airport, East Metro Mall, the Jiantan, Beitou and Ximen MRT stations, Miramar Entertainment Park Station, Yangming Park Station and a temporary center at the Maokong Gondola Station.

In 2007, the city government also distributed coasters, key chains, and other fun and creative Taipei-themed souvenir items with scenic designs to promote Taipei’s unique tourist attractions in conjunction with the opening of the Taipei City Government Publication and Souvenir Center and the launching of the Maokong Gondola service. The Department of Information and Tourism of the Taipei City Government Taipei’s nine visitor centers provide a full range of services

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also has been promoting city tour itineraries and travel services in line with the international trend towards tourism-based city marketing. In 2008, the department plans to establish a Maokong Visitor Center, continue to promote the planning of city tours, and authorize companies to produce Taipei-themed souvenirs. In order to encourage cultural industries to develop city souvenirs, the city government issued the “Management Guidelines for Taipei City Souvenir Trademark Authorization by the Taipei City Government” and “Operational Guidelines Governing the Sale of Taipei City Souvenirs by the Taipei City Government” in November 2007.

Part 2 Building a Travel-Friendly Environment1. The Hotel Operation and Management Program and the Hotel Bilingual

Evaluation Test In 2007, the Taipei City Government organized the “Taipei City Hotel Operation and Management

Program” and devised the “Taipei City Hotel Bilingual Evaluation Test” to enhance the international competitiveness, facilities and services of Taipei hotels and encourage training and ongoing study among the staff members in the hotel industry. By incorporating international hotel industry certification systems, the program provides guidance to hotel operators in arranging systematic professional training courses and exchanging experience with other hotel managers. The program aims to strengthen operational and management ability and department training skills in the hotel industry professionals and service personnel to foster high-quality tourism education and management talent and promote the comprehensive upgrading of the service quality in Taipei’s hotel industry. The “Taipei City Hotel Bilingual Evaluation Test” was held to encourage hotel operators to upgrade their bilingual service ability and the quality of their foreign language services, and to encourage hotel staff members to study international languages. In 2007, the city government offered evaluation examinations for English and Japanese language ability.

2. Awarding Outstanding Taipei City Hotels and PersonnelThe “2007 Taipei City Outstanding Tourism Industry Award” was presented to the Riviera Hotel,

Aqua Bella Hotel, and Taipei Hotel Association. The winners of the “2007 Taipei City Outstanding Tourism Industry Personnel Award” were Lin Wen-feng (Miyi Hotel), Liu Da-de (Cosmos Hotel), Zhang Qiu-yu (Spa Spring Resort), Liao Jin-xiong (Les Suites Taipei), and Su Yu-pen (TS Hotel).

3. Guidance in Hotel Safety, Silence, and SanitationIn view of the wide discrepancy in the operation modes, facilities and services of general hotels in

Taipei, the city government compiled a handbook for hotel operators in conjunction with the “Safety, Silence and Sanitation High-Quality Accommodation Environment Guidance Plan” formulated by the Tourism Bureau, Republic of China, for hotels, in 2006. The handbook serves as a reference for hotel operators in daily management inspections. In 2007, The city government also commissioned experts and scholars to make on-site inspections at hotels, provide guidance and make specific suggestions for improvement based on the service, facilities, and management of each hotel to effectively upgrade the quality of

The Taipei City Government Publications and Souvenir Center sells a wide selection of items

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accommodations. A total of 48 hotels passed the guidance inspection. This project was first carried out by the city government to serve as a reference for the Tourism Bureau, Republic of China, and it will be expanded to other county and city governments to provide hotel operators with a set of guidelines to maintain and improve customer satisfaction.

4. Hot Spring ManagementIn 2007, the city government inspected 29 hot spring businesses in Taipei, including 13 sites in Beitou

District, 9 businesses in the Xingyi Road area, and 7 sites in Yangmingshan. The inspection covered sanitation management and public safety, with focal points including compliance with regulations regarding colon bacillus control and proper signage. Specific areas of attention included failure to post signage indicating the pH value of water, failure to post sanitation signage, failure to post water temperature signage, failure to employ sanitation management personnel, and failure to meet E. Coli inspection standards, failure to post signage indicating insurance responsibility for public accidents or expiration of such notices, and non-compliance with building safety reporting rules. Through sanitation inspections and administration, the government aims to encourage operators to pay attention to the quality of their hot springs and sanitation, as well as to carry out sanitation self-management work so the public can enjoy a high-quality hot spring environment. The inspection results are posted (in Chinese) on the Department of Health’s website for public access.

In order to promote the conservation and sustainability of the hot spring resources in Taipei, the city government completed the planning and establishment of the Xingyi Road and Beitou hot spring areas. It also formulated a hot spring area management plan and implementation strategy. The “Taipei City Hot Spring Area Management Plan” was approved by the Ministry of Transportation and Communications (MOTC) on January 26, 2007, and implemented on March 25, 2007, as a basis for the management of hot spring areas. This was the first management plan of its kind to be implemented in Taiwan.

The transportation safety and visual appeal of the Xinbeitou and Xingyi Road hot spring areas have traditionally been hampered by the narrow and sharply winding roads and a surfeit of advertising signs. The city government therefore has been working in conjunction with the central government’s Doubling Tourists Arrival Plan to improve these hot spring tourism and recreation areas and related travel information services. In 2005, the city government arranged the general planning and design of guide signs and business direction signs in the Xinbeitou, Xingyi Road and Yangmingshan hot spring areas. In 2007, it further arranged for the placement of joint business signs in the Xinbeitou and Xingyi Road hot spring areas to improve the visual appeal and clarity of direction signage. Additional information can be accessed from the Taipei City Hot Spring Resource Database Management System.

5. Tourism Guide Map Signs The city government has been installing tourism guide map signs to enhance Taipei’s international

image, integrate city tourism and recreational resources, and facilitate the use of public transportation systems by international visitors and local travelers. The signs have improved access to travel information and created a more travel-friendly environment in the city. In 2005 and 2006, the city government’s Department of Transportation erected 41 tourism guide map signs at the Xinyi, Ximending and Taipei Main Station commercial areas and the Beitou hot spring area. In 2007, it continued to expand this network with the addition of signs at Guandu Wharf adjacent to Guandu Temple and assisted the Taipei City Urban Redevelopment Office with the installation of three guide map signs at the specialty shopping areas of Chongqing South Road, Zhongxiao West Road (“Bookshop Street”), the intersection of Chongqing South Road and Yuanling Street (“Shoe Street”), and the intersection of Zhonghua Road and Hankou Street (“Electronics Street”) to help domestic and international visitors easily navigate and shop in the city.

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6. Refurbishment of the Yuanshan Scenic AreaThe Grand Hotel is an international tourist hotel used frequently by government agencies for receiving

ambassadors and other visiting foreign dignitaries. In order to promote the hotel as the first-choice accommodation for international visitors to Taiwan, the government long ago developed the Yuanshan Scenic Area near the hotel for hiking, fitness, badminton and other recreational activities. In consideration of the Yuanshan Scenic Area’s proximity to the city center and its unique transportation location with access to buses and the MRT, as well as the desire to promote natural conservation and develop suitable leisure and recreational activities, the Taipei City Government began earmarking funds in 2004 for the Yuanshan Scenic Area Trail Renovation and Environmental Improvement Project. Achievements made so far include the completion of trails and paths and the installation of railings, a picnic area, viewing platforms, demonstration courts for ball games, a refurbished entrance area, drainage systems, comfort station, a forest cafe, guide signs and direction signage. The improvements have made this “Flower Garden of Taipei” even more accessible to visitors and the general public.

In 2007, the city government continued work on environmental improvement and scenic landscaping at sports grounds within the Yuanshan Scenic Area in order to conserve and appropriately use the tourism resources in the area and establish safe recreational facilities. The government also removed illegal structures and planted greenery along the trail routes to create a high-quality and natural environment for recreational activities.

7. The Health Industry Promotion Program The “Hot Spring Medical Tourism Trial Program”

was organized by the Department of Health and Department of Economic Development of the Taipei City Government with the aim of promoting the development of the health industries and hot spring tours. The program, designed in accordance with medical treatment laws and regulations, is to be carried out on a trial basis for two years and is open to participation by medical institution personnel and legal hot spring operators. Apart from promoting industry development, the program seeks to raise public awareness of personal health concerns and encourage people to go for regular health check-ups to promptly identify and effectively treat health problems.

The first meeting of the Taipei City Medical Tourism Product Inspection Committee convened on October 24, 2007. The committee approved applications by 11 hot spring operators of the Taipei Hot Spring Association (THSA) and three medical institutions (Taipei City Hospital Yangming Branch, Cheng Hsin Rehabilitation Medical Center and Shin Kong Wu Ho-su Memorial Hospital) to jointly package 32 Hot Spring Medical Tourism products. Approved products are listed for public reference on the “Taipei

The First Customer Choice Health Check-up Hospital—Cheng Hsin Rehabilitation Medical Center

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City Medical Tourism Net” website. The results of water quality inspections at the 11 participating hot spring businesses also were announced by the Department of Health of the Taipei City Government.

The 11 hot spring operators participating in the trial program have designated the THSA as their joint promotional window in providing services for business groups, domestic bathers and foreign visitors. The first customer selected the Cheng Hsin Rehabilitation Medical Center for a health check-up. The THSA also has teamed up with travel agencies to develop integrated hot spring and health examination tour packages for incentive groups, conference participants and hot spring visitors.

8. Festivals and Cultural TourismVisitors to Taipei will discover a city pulsing with culture

and a festive spirit. In order to promote cultural tourism in Taipei, the city government has been encouraging people to take the time to discover and appreciate the rich and rewarding cultural sides of scenic sites in the city.

To this end, the Department of Cultural Affairs of the Taipei City Government published the “Taipei Cultural Passport” for the fourth consecutive year. The 2007 passport introduced nine festival-themed tour routes for the Dragon Boat Festival, Sailing Day, Aboriginal Memorial Day, Father’s Day, Chinese Valentine’s Day, Lantern Festival, Historic Site Day, Mid-Autumn Festival and Teacher’s Day. Covering a total of 36 special scenic sites, the tours take visitors across space and time to experience distinctive and historical aspects of Taipei’s festive spirit, from dragon boat racing and the legendary story of Qu Yuan to the magpie bridge joining the separated lovers on Chinese Valentine’s Day, and the pleasure of sipping tea, eating pomelos and watching the full moon on the Mid-Autumn Festival. The activities also include attractions in Taipei County, the Lantern Festival and Laodagong Temple in Keelung to present a broader view of Taiwan’s local culture. In addition to the 36 sites under the nine festival-themed tours, each of the tour routes introduces two nearby destinations, for a total of 72 side trips. Grid-marked maps and detailed transportation instructions are also included in the passport.

“Hot Spring Medical Tourism” products

Taking a trip back in time on Historic Site Day Limited edition postcards for the “2007 Taipei Cultural Passport”

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Couples take a romantic Valentine’s Day spin on the Miramar Ferris Wheel

In addition to providing convenient transportation routes and maps, and GPS coordinates, the “Taipei Cultural Passport” included QR Codes for the first time in the 2007 edition. The QR Codes can be scanned with a cell phone to provide descriptions of the various cultural attractions in Japanese. The passport is also issued in a joint English-Japanese edition to introduce more foreign visitors to the many tourist attractions and the festive spirit of Taipei.

9. Farm Recreation Within the modern and bustling Greater Taipei area one can discover a unique city farm industry.

Since farmland in Taipei City is extremely limited, the Taipei City Government’s assistance in recreational farm development focuses mainly on helping farmers convert and develop their farms for educational purposes. The government has also partnered with the Taipei Farmers’ Association to assist farmers in organizing farm experience activities and developing farms for tourism and recreational activities that integrate educational, health, leisure and sightseeing functions. (1) Recreational Farms

As of the end of 2007, four recreational farms had been registered in Taipei City. They include Shilin District’s Fu Tian Village, a small but beautiful recreational farm with gardens along the clear river winding through it. In Muzha, there is the Apricot Forest Recreational Farm – northern Taiwan’s biggest apricot tree nursery. The Chun Xuan Recreational Farm next to the Gengliao Trail preserves the history of early farming in Nangang District. Visitors can also enjoy various DIY activities, such as soap making and cooking chickens in earthen ovens. The Rustic Recreation Farm in Neihu District, operated by a former farmer, displays various antique items from the owner’s childhood days and introduces visitors to the traditional methods of grinding rice and making rice cakes. The beetle display and beetle painting activities at the

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farm are particular favorites with kids. Visitors can also enjoy the peach blossoms that typically bloom in February and take in the view of the Taipei Basin.

Among the many specialty agricultural goods produced in Taipei City are the calla lilies in Zhuzihu, Chinese yams in Shilin, green bamboo shoots in Muzha and Beitou, tieguanyin tea in Muzha, and baozhong tea in Nangang. The Taipei City Government organizes special festival events to promote these seasonal specialties. The “Zhuzihu Calla-Lily Festival” is held during the calla lily season from March to April to promote the calla lily industry and recreational activities for tourists at Zhuzihu in Yangmingshan. The

festival has become a major event in Taipei City. In 2007, the season was celebrated with artistic calla lily arrangements, a flower exhibition at the entrance to Zhuzihu, a calla lily contest, a photography exhibition, an introduction to the ecology and culture of Zhuzihu, concerts, and calla lily farm tours. Another seasonal festival is the “Muzha and Beitou Green Bamboo Shoot Festival”, held in June during the green bamboo shoot harvest season. Festival activities include a green bamboo shoots competition and bamboo shoot cuisine. The “Muzha Baozhong Tea Competition”, held in August, joins a tea-producing competition with tea sales and displays at the Jianguo Weekend Flower Market. The “Shilin Chinese Yam Season” is held in Yangmingshan during the December yam harvest season to enhance the value of Chinese yams, with such attractions as Chinese yam cuisine, yam farm tours, and yam product displays.(2) Walking Trails

In recent years, the Taipei City Government has been systematically linking and integrating the city’s many mountain and hillside trails with mass transit systems and planning a comprehensive system of mountain trails to encourage the public to make greater use of these areas and public transportation to reach the sites. The government also has designated 35 trails suitable for specific types of hikes, including 20 “family-class” trails suitable for both adults and children, 10 “bravefoot-class” trails for more challenging hikes, and 5 “mountaineer-class” trails for experienced climbers, providing the public with a wide range of hiking choices.

In addition, the city government arranged environmental improvement work along the Tianmu Trail, Xiangshan Trail, Hushan Trail, Gengliao Trail and Xianjiyan Trail to provide a high quality mountain recreation environment in conjunction with the “Taipei Good Image” program. This work included the resurfacing of 1,240 meters of trails and the addition of 600 meters of fencing, five wooden rest pavilions, one wooden bridge, one trail head platform, and 15 direction signs and guide maps along trail routes. The government also installed direction signs and guide map signs at Ergeshan in Wenshan District (including the Maokong and Xianjiyan areas). There are now 47 direction signs and 22 refurbished large guide maps along city trails to encourage public use of trails for hiking, fitness and scenic enjoyment consistent with Taipei’s development as a healthy city.

Zhuzihu Calla-Lily Festival

Experiencing nature on Taipei’s recreational farms

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(3) Promotion of Special Industries The Taipei City Government provides assistance

and guidance to local industries with deep traditional roots and future development potential. Such industries are encouraged to integrate industrial value chains and form strategic alliances to enhance their content and competitiveness, improve the commercial appeal of Taipei, and help businesses add value to their products. Related activities in this area include the following: A. The Taipei International Newrow Mian (Beef

Noodles) Festival Beef noodle soup has become a trademark

dish in Taiwan, with hundreds of eateries specializing in this popular treat. For two consecutive years, the city government has held the “Taipei International Newrow Mian Festival” to promote public awareness of Taipei’s beef noodle soup culture and create a new image of this dish and the culinary choices in Taipei. The festival also aims to stimulate Taipei’s beef noodle soup industry, promote a culture of home-style cuisine, and foster international tourism exchanges. The “2007 Taipei International Newrow Mian Festival” was held on September 11 under the theme of “Newrow Mian, Your Way!” to promote traditional beef noodle soup cuisine in Taipei City and other counties and cities of Taiwan. The 2007 event officially adopted the name “Newrow Mian,” a transliteration of the Mandarin pronunciation of “beef noodles,” for international promotion. Popular beef noodle soup restaurants in Taipei, Yilan, Chiayi and Kaohsiung were invited to present their beef noodle dishes at the festival for the enjoyment of the tens of thousands of participating gourmands.B. A New and Healthy Image for Taipei Pineapple

CakesIn recent years the Taipei City Government

has been actively promoting pineapple cakes as a souvenir gift item for visitors. The “2007 Healthy Taipei Pineapple Cake” activity held by the city government and the Taipei Bakery Association attracted broad media and public support, stimulating sales of pineapple cakes and creating new opportunities for the development of Taipei’s traditional baking industry. Although Taichung is the best-known place

Taipei City Mayor Hau Lung-bin with the top-three contestants in the beef noodle competition

The Pineapple Cake Bakery Exhibition

Entrances to the Zhongyong Mountain and Liyu Mountain trails

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for pineapple cakes, the promotional efforts of the city government have made pineapple cakes one of the first-choice souvenir gifts purchased by visitors to Taipei. Today, pineapple cakes are one of the top-selling items at both old-time traditional shops and newer bakery chains. These establishments are committed to improving the taste of pineapple cakes, from the fillings and crust to the shape of the cakes, so as to present a broad choice of high-quality traditional and innovative pineapple cakes.

10. Travel Information The city government provides a variety of travel information in different languages to meet the needs

of visitors, support related promotional activities, create a travel-friendly environment, and market Taipei’s image as a diverse and dynamic city. Such materials produced in 2007, including the following items, have had a significant effect on promoting tourism in Taipei.(1) About 620,000 fold-out tourist maps, tourist guides, river tours brochures, Gondola Journey guides,

a brochure and handbook on the Maokong Gondola, Family Tour Guide, Taipei Summer Tour Guide, Taipei Theme Tour Guide, and other materials were published in Chinese, English, Japanese and Korean editions.

(2) A total of 17,500 elegantly designed and environmentally-friendly reusable hand bags were distributed to promote Taipei.

(3) Four issues (spring, summer, fall and winter) of the quarterly tourist magazine “My Taipei” were published in 2007. A total of 160,000 copies were printed in Chinese, English and Japanese editions.

(4) Taipei Tourist Guidebooks were published to integrate and promote Taipei’s tourism resources to visitors and provide practical and convenient information.

Part 3 City Marketing In order to establish Taipei’s image as a city that “We Have it All,” the Taipei City Government has

been planning and promoting travel itineraries, establishing visitor centers, arranging training programs for city tour guides, and developing city souvenir products. These efforts are also aimed at promoting Taipei as one of Asia’s most attractive cities for recreation and tourism.

1. Domestic and International Travel Fair In 2007, the Taipei City Government organized exhibits under the theme of “We Have it All” at

various domestic and international travel fairs to heighten international awareness of the abundant natural, cultural, and city tourism resources of Taipei and attract more domestic and international visitors to the city.

The domestic fairs included the Taichung International Travel Fair, the Taiwan Tourism Exposition, the Kaohsiung International Travel Fair, the 2nd Kaohsiung Leisure and Travel Fair, and the Taipei International Travel Fair. These exhibits generated NT$31.57 million in tourism benefits for Taipei and attracted an additional 16,000 visitors to the city. The city government also participated in several major international travel fairs, including the MATTA Fair Spring (Malaysia), the NATAS Travel Fair (Singapore), the Korea World Travel Fair (KOTFA), the Beijing International Tourism Expo, the Osaka International Travel Fair I, the China International Travel Mart (CITM), the Kunming International Travel Mart (KITM), the Asian Network of Major Cities 21 (ANMC21) and other major international travel fairs. These exhibits have benefited the tourism industry in Taipei by heightening international awareness of the city’s many attractions. They have also fostered closer exchanges and relations with tourism-related government agencies and businesses in other countries.

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2. Cooperative City and County Tourism PromotionNorthern Taiwan is well endowed with diverse environmental resources and unique historical and

cultural attractions. Effectively integrating the marketing of these resources and upgrading the region’s overall value to achieve sustainable tourism operations and other benefits have been a twin goal that the eight counties and major cities of Northern Taiwan have jointly worked towards over the years. This combined effort has involved the integration of the tourism resources in the eight counties and cities forming the Northern Taiwan Tourism and Recreation System Network. The participating county and city governments, along with various trade associations and companies jointly sponsor international travel fairs. The network partners also invite domestic and international media representatives and tourism operators to participate in and promote key travel routes and in-depth experience travel in Northern Taiwan, and to join with county and city governments in promoting cross-county/city tourism activities and tours to scenic sites.

The tourism authorities of the cooperating counties and cities have held joint deliberations and consultations to integrate tourism and recreational resources with similar qualities and future development potential for joint marketing purposes. A total of 158 key sites have been proposed and categorized according to their geographical traits and types (including mountain and rustic areas, coastal areas, traditional culture, and urban recreation), as well as by grade (internationally well-known, domestically well-known and locally well-known). The sites were then grouped according to transportation links to design 18 half-day tour itineraries as basic units for tours in Northern Taiwan. These tour units can be flexibly linked into a wide array of tour routes that can be jointly marketed by the participating counties and cities. Furthermore, in order to promote cooperation among county and city governments on enhancing regional competitiveness, the participating county and city governments have been implementing related programs under a system of specialization. These initiatives include the integrated planning of a Northern Taiwan recreation and travel system network, the integration of mountain trails and bicycle trails in various counties and cities, the development of package tour routes for international visitors, the development of package tour routes for domestic travelers, the establishment of an information sharing platform and the creation of a mechanism for cross-county/city discussions on joint air routes.

In the “2007 Travel and Tourism Competitiveness Report” published by the World Economic Forum (WEF) in March 2007, Taiwan ranked 4.82 on the Travel and Tourism Competitiveness Index (TTCI), placing it 30th among the 124 countries surveyed worldwide, and fourth in Asia. Taipei City has played a critical role in the development of Taiwan as a major international tourism destination. In the future, the Taipei City Government will continue to vigorously develop its tourism and recreational resources to enhance Taipei’s international tourism profile, attract more domestic and international visitors, promote business growth, and turn Taipei City into a major Asian tourism destination.

Introductions to 18 half-day tours in Northern Taiwan

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