Taiwan Heads to Denver: Taiwan Tourism Administration Makes First-Time Appearance as Presenting Sponsor at Major Rocky Mountain Marathon, Introducing Taiwan to 25,000 Runners

The Taiwan Tourism Administration (TTA) under the Ministry of Transportation and Communications for the first time has become the presenting sponsor of the 5K race at the annual Colfax Marathon, one of the largest running events in the Rocky Mountain region of the United States. Through Taiwan’s scenic mountain and coastal landscapes, diverse outdoor activities, and family-friendly travel experiences, TTA introduced Taiwan’s unique blend of outdoor adventure, culinary culture, and family tourism to the U.S. inland market. The initiative aims to expand Taiwan’s presence in the American Midwest, strengthen local Taiwan-U.S. exchanges, and increase awareness of Taiwan among communities throughout the Rocky Mountain region.  

The Colfax Marathon is one of the premier running events in the inland Rocky Mountain region, known for its high-altitude course through Denver, famously known as “The Mile-High City.” This year’s event attracted more than 25,000 runners, along with nearly 100,000 accompanying friends and family members who participated in race festivities and post-race celebrations, highlighting the marathon’s strong community engagement and citywide festival atmosphere. As the marathon celebrated its 20th anniversary this year, TTA proudly served as the presenting sponsor of the 5K race, hoping to further increase awareness of Taiwan and inspire travel interest among residents of Denver and the surrounding Rocky Mountain region through this highly interactive sporting event.

Promoting Taiwan’s Outdoor Travel, Independent Tourism, and Family Market Through an International Sports Tourism Platform

TTA participated in the pre-race expo from May 15–16, followed by race-day activities and the post-race festival from May 16–17. At both the expo and Denver City Park, TTA hosted a Taiwan-themed booth featuring interactive experiences, destination displays, and MIT (Made in Taiwan) giveaway items. The booth introduced runners and visitors to Taiwan’s unique travel experiences, including road races, cycling tours around Taiwan, marathons, Taiwan Pass travel packages, Taiwan High Speed Rail “Buy One Get One Free” promotions, half-day transit tours, and airport vouchers.

Through these experiences, visitors learned about Taiwan’s geography, outdoor recreation resources, urban tourism, and family-friendly destinations. Attendees were able to experience firsthand how Taiwan combines natural beauty, cultural richness, and convenient transportation infrastructure into a highly accessible travel destination. TTA also engaged directly with runners and visitors from across the United States, many of whom expressed that they had already felt Taiwan’s warmth and hospitality and would be excited to share their impressions with friends and family back home.

EVA Air’s San Francisco branch also participated as one of the event exhibitors and launched special airfare promotions during the marathon weekend. The collaboration further connected race exposure with travel conversion opportunities, encouraging more travelers from Denver and inland U.S. regions to consider Taiwan as their next international destination.

Taiwan-Themed Runners Become Crowd Favorites

To bring additional Taiwan flair to the event, TTA (Taiwan Tourism Administration)  invited runners to participate in the 5K race wearing Taiwan-themed costumes and creative outfits inspired by Taiwanese culture and landmarks.

Participants dressed as Taipei 101, the Formosan black bear, and carried elements of the Republic of China (Taiwan) flag, adding excitement and energy to the race atmosphere while attracting significant attention from spectators and media alike. The creative costumes highlighted Taiwan’s cultural creativity and international vibrancy.

The event also received strong support from the Taipei Economic and Cultural Office in Denver and local Taiwanese communities, who actively participated in event promotion and cultural exchange activities. Their involvement demonstrated the unity and influence of Taiwanese organizations in the Denver area and symbolized the growing friendship and exchange between Taiwan and local Denver communities, further increasing Taiwan’s visibility in the region.

Combining Running Tourism, Transportation Incentives, and Taiwan’s Strategic Position in Asia

TTA San Francisco Office Director Simon Lee stated:

“Taiwan offers a highly convenient and safe gateway connecting North America with cities throughout Asia. We are delighted to partner with the Denver Colfax Marathon this year. Amid ongoing global geopolitical uncertainty, travel safety has become an increasingly important concern for international travelers. According to Numbeo’s 2026 Global Safety Index, Taiwan ranks fourth in the world, reflecting strong international recognition of Taiwan’s safety and quality of life.

Although Taiwan’s land area is only about one-seventh the size of Colorado, it offers an incredibly dense variety of mountain and ocean scenery as well as diverse running routes. From offshore islands and coastal highways to alpine forests and urban city streets, Taiwan provides endless opportunities for runners to explore.

Taiwan’s strategic location in Asia, combined with TTA’s half-day transit tour programs and airport voucher promotions, as well as Taiwan’s highly convenient transportation infrastructure—including High Speed Rail, Taiwan Railways, and metro systems—allows travelers to easily access destinations across the island. International passport holders can enjoy unlimited three-day High Speed Rail passes, access to one of Taiwan’s four major metro systems, and selected Taiwan Tourist Shuttle routes, making Taiwan an exceptional value destination for independent travelers seeking deeper cultural experiences.”

Ms. Chang, a teacher at Denver East High School who participated in TTA’s Denver Marathon 5K sponsorship activities, also shared that for North American travelers, Taiwan’s greatest appeal goes beyond its famous food and night markets. She emphasized that visitors can experience mountains, coastlines, nature, and culture all within a short travel distance. She added that every student of hers who has visited Taiwan returned with an extremely positive impression and expressed a strong desire to visit again.

Through its title sponsorship of the Denver Colfax Marathon 5K race, TTA hopes to send a message to runners and family travelers alike: Taiwan is not only a great travel destination—it can also be the next unforgettable international race experience worth signing up for, completing, and remembering.

About Taiwan Tourism Administration – San Francisco Office

The Taiwan Tourism Administration’s San Francisco Office oversees tourism promotion across Northern California, the Pacific Northwest, and Western Canada. Through partnerships with local industry stakeholders, the office conducts marketing campaigns, media collaborations, and promotional initiatives to increase awareness of Taiwan as a travel destination and provide up-to-date travel information to both consumers and industry partners.

For more information, please visit: Taiwan Tourism Administration