Matsu Tourism Cross-Sea Promotion Debuts at the 2025 Singapore Autumn Travel Fair
On June 29, 2022, Matsu National Scenic Area Headquarters, under the Tourism Administration of the Ministry of Transportation and , joined hands with tourism-related businesses in Matsu region to establish the "Matsu Tourism Circle Industry Alliance." This alliance serves as a key platform for promoting local tourism development.
In the post-pandemic era, Matsu National Scenic Area Headquarters has not only been actively cultivating the domestic tourism market, but has also worked closely with overseas offices of the Tourism Administration to expand international outreach. These efforts include hosting overseas promotional events, inviting international media and travel professionals for familiarization trips, and arranging for a well-known travel writer from Singapore to reside in Matsu and write feature stories. Through these initiatives, Matsu's visibility and recognition in the global tourism market have been steadily increasing.
Through market analysis, Matsu National Scenic Area Headquarters has identified that Matsu's rich natural landscapes, diverse geological resources, and relaxed island lifestyle hold strong appeal for international travelers—particularly those from metropolitan areas with high spending power.
Thanks to ongoing promotional efforts, Matsu has successfully attracted tour groups from Japan's Hankyu Travel International. Furthermore, following the inaugural visit by a Singapore tour group on May 5, 2024, it is evident that international travelers are beginning to recognize and show interest in Matsu as a travel destination.
To further expand the Singapore market and deepen bilateral cooperation, Matsu National Scenic Area Headquarters participated in the “NATAS Holidays 2025” — the Singapore Autumn Travel Fair — held from August 15 to 17, 2025, organized by the Taiwan Visitors Association (TVA).
During the event, representatives from the Matsu Tourism Circle and associated businesses promoted Matsu's year-round travel offerings to international travelers and travel agencies. With the support of promotional materials produced by the Lienchiang County Government's Cultural Affairs Department and the Transportation and Tourism Bureau, the booth showcased Matsu's diverse attractions — including the mesmerizing Blue Tears, historic military relics, Mindong (Eastern Fujian) culture, culinary experiences, the Matsu International Art Island, and seasonal themed tours. This effort exemplified an integrated marketing strategy encompassing dining, accommodation, sightseeing, shopping, and transportation.
Director Hong Chih-Kuang of Matsu National Scenic Area Headquarters emphasized that Singapore is a key target market with great potential for Matsu in the Southeast Asian region. Through participation in this year's NATAS Holidays in Singapore, the goal is not only to showcase the enchanting phenomenon of the Blue Tears, but also to highlight Matsu's unique wartime heritage, rich Mindong cultural charm, and in-depth seasonal travel experiences.
Looking ahead, Matsu National Scenic Area Headquarters will continue to strengthen collaboration with local businesses, integrating comprehensive tourism resources across dining, accommodation, sightseeing, shopping, and transportation. By working closely with both domestic and international travel agencies, the Headquarters aims to develop more refined and appealing world-class travel products. The ultimate vision is to elevate Matsu — Taiwan's northernmost frontier — onto the global tourism stage, establishing it as a one-of-a-kind, slow-paced island paradise in the hearts of international travelers.
Related photos
Back to list