Taiwan Tourism Promotes via San Francisco Public Transit for World Cup and Pride Month

The 2026 World Cup kicks off in June, with the San Francisco Bay Area hosting six matches. As fans from around the world pour in, San Francisco's main public transit system, Muni, will transform into a platform for promoting Taiwan tourism. The bodies of buses and light rail vehicles will feature elements of running, hiking, and cycling, allowing the public to see the fun of outdoor activities in Taiwan. Riding the wave of the World Cup, the Tourism Administration launched a large-scale promotional campaign today at a major shopping mall in the San Francisco Bay Area. Under the California sun, Director-General Scott Lai of the Taipei Economic and Cultural Office in San Francisco hopped on a stationary bike at the venue to market Taiwan's outdoor tourism. Lai stated in an interview that the San Francisco Bay Area and Taiwan are both surrounded by mountains and water, with popular outdoor activities. A major advantage of Taiwan is that scenic spots are close together, and travel time is short, allowing travelers to experience and see a variety of outdoor landscapes within a single day. At the venue, a red retro camping trailer printed with the word 'Taiwan' and a Formosan black bear rafting was very eye-catching. Lee Szu-hsien, Director of the Tourism Administration's San Francisco Office, said that the World Cup craze has heightened the interest of Bay Area residents in sports, outdoor life, and international exchange, and travel is the best way to extend this passion. Lee stated that more than 15 buses and light rail vehicles will be wrapped with Taiwan's outdoor tourism elements, such as running, hiking, and cycling, and will move through downtown San Francisco. In addition to the World Cup, San Francisco will hold a Pride Parade on June 28. At that time, the Tourism Administration's large float will shuttle through the city center with the Taiwan team's float, conveying Taiwan's spirit of freedom, diversity, openness, friendliness, and safety, to attract more international travelers.