Taiwan's Mountain and Coastal Charm Shines at the Denver Travel & Adventure Show

The Taiwan Tourism Administration (TTA) is making a vibrant appearance at the Denver Travel & Adventure Show this weekend (April 11–12) at the Colorado Convention Center. Under the theme “Taiwan: Your First Stop for Asian Adventure,” the exhibit showcases Taiwan’s "high-efficiency" environment, where travelers can seamlessly transition between mountain trekking, cycling, and world-class dining within a single day. By leveraging Colorado’s lifestyle and offering tangible transportation incentives, Taiwan is successfully repositioning itself from a traditional transit hub into a must-visit adventure destination for the North American premium outdoor market.

A Natural Connection: Completing the Adventure Puzzle

Szu-Hsien (Sylvia) Lee, Director of TTA’s San Francisco Office, noted that Denver’s high-altitude and inland geography have fostered a local culture of outdoor exploration. Taiwan’s unique blend of towering peaks, diverse coastlines, and dense cultural experiences serves to complete the adventure puzzle for outdoor-loving Denverites. 

This strategic alignment saw immediate resonance on the show floor. The booth’s visual design, centered on the iconic Alishan Forest Railway, drew massive crowds for photos and inquiries. Beyond individual interest in birdwatching and light hiking, the exhibit also caught the eye of industry professionals, such as Indian-American travel agent Mohit Chopra, who inquired about local operators to develop specialized railway-themed tours. Furthermore, for landlocked Coloradans, Taiwan’s varied shorelines—from the sea cliffs of the East Coast to the coral reefs of the South—proved to be a major draw, with many visitors inquiring about water sports and coastal access. Director-General Huang of the Taipei Economic and Cultural Office (TECO) in Denver also visited the stand to engage with the public, marking a significant milestone in Taiwan’s tourism expansion into the U.S. Midwest.

Efficiency in Motion: From Transit to Destination

To drive its transit tourism strategy, TTA—in partnership with EVA Air, China Airlines, and local operators—is promoting the “NT$600 Transit Consumption Voucher” and “Free Half-Day Layover Tour.” The booth saw a steady stream of visitors, particularly from multi-cultural families with international travel needs. One Filipino-American family shared that while they traditionally viewed Taiwan only as a transit point, the new incentives have inspired them to turn their next stopover into a multi-day exploration.

Taiwan’s world-class transportation efficiency also became a highlight of the show. Attendees accustomed to long American road trips were stunned to learn that the High-Speed Rail (HSR) traverses Taiwan's 220-mile (350 km) north-south distance in a mere 95 minutes. This efficiency, combined with the “Buy One Get One Free” HSR promotion for travel south of Taichung and the newly upgraded Taiwan PASS digital ticket, significantly lowers the barrier for independent travelers to explore the island’s southern cultural heart.

Deepening Local Ties: Running with "Team Taiwan"

Continuing its local engagement, TTA will serve as a title sponsor for the Denver Colfax Marathon from May 16–17. Runners are invited to incorporate Taiwan-themed elements into their race attire to showcase creativity on the track. Selected participants will receive sponsored entry to the 5K race, further integrating Taiwan’s vibrant brand into the local community

TTA invites travel enthusiasts and industry professionals to visit the Taiwan booth during the show to explore new travel opportunities in Asia.

About TTA 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: eng.taiwan.net.tw