Taiwan Tourism Makes Waves at Portland Dragon Boat Festival — Expanding Its Presence in the Pacific Northwest

The Taiwan Tourism Administration (TTA) San Francisco Office made its first appearance in Portland, Oregon, participating in the 2026 Portland Rose Festival Dragon Boat Race, hosted by the Portland-Kaohsiung Sister City Association (PKSCA). With an on-site Taiwan tourism promotion booth, TTA officially extended its tourism outreach from Seattle into Portland, further advancing its strategic presence in the Pacific Northwest travel market.

This year's race was supported by the Taipei Economic and Cultural Office in Seattle, China Airlines, Taiwan Semiconductor Manufacturing Company (TSMC), Alaska Airlines, and numerous Taiwanese-American businesses. Drawing tens of thousands of attendees, the event showcased the vitality and influence of the Taiwanese community across the Pacific Northwest, while creating new opportunities for Taiwan tourism to connect with the local mainstream market.

Taiwanese Community Gathers in Portland: A New Chapter in City Diplomacy and Cultural Exchange

As an event sponsor, TTA gained brand visibility on the official event website and on the dragon boat stern flags, further raising Taiwan's profile within this local festival. Throughout the races, several teams of Taiwanese background took part with great enthusiasm, and spirits ran high among the local Taiwanese community.

Notably, the Kaohsiung City Council formed a dragon boat team to compete in the United States, taking part in a historic "Triple Threat" friendly race against the "Be With You" team led by current Portland Mayor Keith Wilson, along with a local stand-up paddleboard team. The matchup symbolized the deepening of the 38-year sister-city friendship between Kaohsiung and Portland, and became one of the most anticipated highlights of this year's race.

In addition, the Kaohsiung Girls' Senior High School Marching Band and Honor Guard was invited for the first time to perform in the Portland Rose Festival's Grand Floral Parade. Their precise, energetic and youthful performance introduced American audiences to the confidence and spirit of Taiwan's younger generation, earning enthusiastic applause and cheers from spectators along the route.

A Toss of the Moon Blocks: A Cultural Experience as Taiwan's Best Travel Invitation

To help local residents connect more deeply with Taiwanese culture, TTA brought the traditional temple custom of "Jiaobei" (Moon Block Tossing) to the event, creating an interactive experience distinctly rooted in Taiwan.

Visitors who tossed the crescent-shaped wooden blocks in different combinations could win corresponding souvenirs. This centuries-old tradition, drawn from Taiwanese folk belief, drew large crowds through its light-hearted and engaging format. Many Portland residents encountered the custom for the first time and lined up to give it a try, making it one of the most popular booths at the event.

Set right alongside the Willamette River, the festival blended the sounds of drums, water, and cheering into a rich celebratory atmosphere, allowing Taiwanese culture to flow naturally into the local community and leaving attendees with a memorable impression of Taiwan.

From Seattle to Portland: Completing Taiwan Tourism's Twin-City Footprint in the Pacific Northwest

"Portland is an important cultural and economic center in the Pacific Northwest, and the century-old Rose Festival is the region's most iconic annual celebration," said Szu-Hsien (Sylvia) Lee, Director of the Taiwan Tourism Administration San Francisco Office. "The 38-year sister-city relationship between Portland and Kaohsiung offers the most natural and emotionally resonant starting point for Taiwan tourism to enter the Portland market."

Director Lee noted that TTA chose "Jiaobei" (Moon Block Tossing) as the centerpiece of its activation precisely to apply a "culture first, travel interest to follow" approach—allowing visitors to get to know Taiwan in the most relaxed and natural way within a familiar outdoor festival setting, and in turn sparking interest and anticipation for a trip to Taiwan.

During the event, TTA also promoted a range of travel products, including the buy-one-get-one-free High Speed Rail offer for stations south of Taichung, the Taiwan PASS, the Taiwan transit half-day tour and airport spending voucher, the Cycling Route No. 1 round-island bike journey, Taiwan's annual international marathons, green and sustainable travel, rural village experiences, and night-market cuisine—drawing active inquiries from many local mainstream visitors.

Many attendees expressed strong interest in Taiwan's diverse landscapes—encompassing high mountains, ocean, and city attractions—as well as its convenient transportation, safe travel environment, warm hospitality, and rich food culture, underscoring Taiwan's considerable potential as an Asian travel destination for Pacific Northwest travelers.

Building Bridges Through Festival Culture: Deepening Engagement in the Pacific Northwest Market

TTA noted that dragon boat culture is inseparable from Taiwan's Dragon Boat Festival traditions, and that festival events are among the most effective ways to bridge cultural distance and build affinity for travel.

Through this Portland dragon boat race, TTA successfully reached local family audiences, outdoor sports enthusiasts, and the potential Asian travel market, further raising Taiwan's visibility in the Pacific Northwest.

TTA also announced that it will host a Dragon Boat Festival Sachet DIY Workshop on June 21 at the Taiwan Tourism Information Center (TTIC) in Seattle. Centered on Taiwanese festival culture and paired with travel-information outreach, the event aims to deepen the public's understanding of Taiwan's culture and travel offerings, gradually building a Pacific Northwest tourism promotion network spanning from Seattle to Portland, and encouraging more American travelers to make Taiwan their next Asian destination.

About the Taiwan Tourism Administration San Francisco Office

The Taiwan Tourism Administration San Francisco Office is responsible for tourism promotion and travel information services across Northern California, the Pacific Northwest region of the United States, and Western Canada. Through partnerships with local travel trade channels, industry stakeholders, and media organizations, the office conducts promotional campaigns, media collaborations, and destination marketing initiatives to enhance Taiwan's visibility in the region and encourage travel to Taiwan. The office also provides travelers and industry partners with the latest travel information and consultation services related to Taiwan.

For more information about traveling to Taiwan, please visit the official Taiwan Tourism Administration website at eng.taiwan.net.tw.