Mazu pilgrimage tours sell out instantly, operators: Domestic tourism can't stop at "selling rooms" mindset
Lion Travel Managing Director Huang Hsin-chuan stated that Taiwan's domestic tourism competitiveness is not about being too expensive but rather stuck in a "selling rooms" mindset. He cited the success of Mazu pilgrimage tours, which combine transportation, services, and cultural experiences, as examples of high-value, experiential products that sell out instantly, indicating travelers are willing to pay for valuable experiences.
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- 📰 Published: April 18, 2026 at 09:57
- 🔍 Collected: April 18, 2026 at 10:31 (34 min after Published)
- 🤖 AI Analyzed: April 18, 2026 at 23:42 (13h 10m after Collected)
Central News Agency
(Taipei, April 18) Taiwan's domestic tourism competitiveness is not due to being too expensive, but rather its industry is stuck in a "selling rooms" mindset. Lion Travel Managing Director Huang Hsin-chuan bluntly stated that if the domestic tourism industry cannot move beyond this mindset, even price reductions will not retain customers. He cited recent Mazu pilgrimage tours, which combine transportation, services, and cultural experiences, as examples of high-value products that repeatedly sell out instantly, demonstrating that domestic tourism can command traveler willingness to pay if it creates high value and experiences.
According to a survey by the Tourism Administration, domestic tourism reached 222 million trips in 2024, appearing to be vibrant. However, 75% of these were same-day round trips, with overnight tours involving accommodation, dining, and higher consumption accounting for a low proportion. This reflects that while domestic tourism attracts many people, their stay durations are shortening, contributing limitedly to the accommodation industry and local consumption.
Furthermore, data from the Tourism Administration also shows that in the first two months of this year, various attractions received 240 million visitors, a 43.5% year-on-year increase, mainly concentrated in urban areas, with the six major cities accounting for 77.7%, a 53% year-on-year increase. Non-metropolitan areas accounted for only 22.3%. This indicates that tourism recovery momentum is concentrated in areas with convenient transportation and new commercial districts like Chifeng Street, Dihua Street, and Fuzhong commercial district, with limited benefits to local and rural scenic areas.
Mazu Pilgrimage Tours Frequently Sell Out Instantly: Domestic Tourism Mindset Should Shift to Selling Experiences
Although domestic tourism has seen a return of crowds, it is mostly short-day, urban-focused travel. Many travelers attribute this to Taiwan's domestic tourism being too expensive.
Huang Hsin-chuan believes that while the market constantly discusses domestic tourism being too expensive, if travelers cannot feel the value and experience, even price reductions will not truly retain them. This implies that the domestic tourism industry's mindset must shift from "selling rooms" to "selling experiences."
Recent Mazu pilgrimage tours are a typical case. Many people are interested in pilgrimage culture but worry about transportation, physical stamina, accommodation, and unfamiliarity with the procedures. After domestic travel agencies transformed these into travel products, participants changed from "pilgrims" to "tourists," with the purpose shifting from hardship to in-depth experience.
Huang Hsin-chuan stated that such domestic tourism products include unified distribution of vests and hats before departure, saving queuing time; provision of dedicated shuttle buses for travelers to rest and board/alight at any time; and arrangements to participate in key segments to feel the atmosphere of thousands following. These thoughtful designs that eliminate drawbacks often lead to products selling out instantly.
Travelers seek uniqueness. Huang Hsin-chuan further cited an example: Taiwan is coastal, so beaches are not unfamiliar. However, going abroad to a tropical island and participating in a beach dinner, created with long tables, candlelight, bonfires, and the sound of waves, offers a sense of ritual that is very attractive. In other words, the competitiveness of domestic tourism also comes from "scenario design."
Opportunities in Senior and Corporate Travel: Weekday Market is a New Blue Ocean for Domestic Tourism
Furthermore, Taiwan entering an aging society also brings new business opportunities for domestic tourism. Lion Travel has promoted senior tourism in recent years, successfully reducing the disparity in weekend and weekday occupancy rates.
Huang Hsin-chuan further elaborated that many attractions are crowded on weekends and deserted on weekdays. If operators only target holiday markets, sustainable operation will be difficult. Conversely, designing products for target groups such as the elderly, retirees, corporate travel, and families on weekdays can improve year-round stability. For example, slow travel itineraries, health and wellness hot springs, cultural guided tours, medical tourism integration, and upgrades to accessibility facilities are all demands in the senior market.
Domestic Tourism Repackaged: Demand Creates Products
Last year, the Legislative Yuan passed an amendment into law, adding 4 national holidays. Labor Day became a national holiday, and the Lunar New Year holiday is guaranteed to be at least 7 days long. Tourism operators are optimistic that this will boost domestic and international travel demand, collectively expanding the market pie.
Phoenix Tours General Manager Bian Jie-min believes that if holidays are dispersed and short-term, they are more helpful in boosting domestic tourism. If they are consecutive long holidays, especially 4-5 day ones, they will stimulate outbound travel.
Leo Fu Group Chairman Lai Chen-jung believes that while the government's consecutive holiday policy is well-intentioned, it often stimulates outbound travel rather than the domestic tourism market. Previously, weekends were peak seasons for domestic tourism, but with the increase in long holidays, people are more inclined to travel abroad, further crowding out domestic accommodation and dining demand.
Facing intensified competition, how can Taiwan's domestic tourism break through? Huang Hsin-chuan stated that domestic tourism can no longer rely solely on natural landscapes and existing attractions to draw visitors, as these are "too familiar" to Taiwanese travelers. Instead, the focus should shift to product development, starting with understanding demand and then creating products, which will naturally find their customer base. (Editor: Zhang Liang-zhi) 04180418
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(Taipei, April 18) Taiwan's domestic tourism competitiveness is not due to being too expensive, but rather its industry is stuck in a "selling rooms" mindset. Lion Travel Managing Director Huang Hsin-chuan bluntly stated that if the domestic tourism industry cannot move beyond this mindset, even price reductions will not retain customers. He cited recent Mazu pilgrimage tours, which combine transportation, services, and cultural experiences, as examples of high-value products that repeatedly sell out instantly, demonstrating that domestic tourism can command traveler willingness to pay if it creates high value and experiences.
According to a survey by the Tourism Administration, domestic tourism reached 222 million trips in 2024, appearing to be vibrant. However, 75% of these were same-day round trips, with overnight tours involving accommodation, dining, and higher consumption accounting for a low proportion. This reflects that while domestic tourism attracts many people, their stay durations are shortening, contributing limitedly to the accommodation industry and local consumption.
Furthermore, data from the Tourism Administration also shows that in the first two months of this year, various attractions received 240 million visitors, a 43.5% year-on-year increase, mainly concentrated in urban areas, with the six major cities accounting for 77.7%, a 53% year-on-year increase. Non-metropolitan areas accounted for only 22.3%. This indicates that tourism recovery momentum is concentrated in areas with convenient transportation and new commercial districts like Chifeng Street, Dihua Street, and Fuzhong commercial district, with limited benefits to local and rural scenic areas.
Mazu Pilgrimage Tours Frequently Sell Out Instantly: Domestic Tourism Mindset Should Shift to Selling Experiences
Although domestic tourism has seen a return of crowds, it is mostly short-day, urban-focused travel. Many travelers attribute this to Taiwan's domestic tourism being too expensive.
Huang Hsin-chuan believes that while the market constantly discusses domestic tourism being too expensive, if travelers cannot feel the value and experience, even price reductions will not truly retain them. This implies that the domestic tourism industry's mindset must shift from "selling rooms" to "selling experiences."
Recent Mazu pilgrimage tours are a typical case. Many people are interested in pilgrimage culture but worry about transportation, physical stamina, accommodation, and unfamiliarity with the procedures. After domestic travel agencies transformed these into travel products, participants changed from "pilgrims" to "tourists," with the purpose shifting from hardship to in-depth experience.
Huang Hsin-chuan stated that such domestic tourism products include unified distribution of vests and hats before departure, saving queuing time; provision of dedicated shuttle buses for travelers to rest and board/alight at any time; and arrangements to participate in key segments to feel the atmosphere of thousands following. These thoughtful designs that eliminate drawbacks often lead to products selling out instantly.
Travelers seek uniqueness. Huang Hsin-chuan further cited an example: Taiwan is coastal, so beaches are not unfamiliar. However, going abroad to a tropical island and participating in a beach dinner, created with long tables, candlelight, bonfires, and the sound of waves, offers a sense of ritual that is very attractive. In other words, the competitiveness of domestic tourism also comes from "scenario design."
Opportunities in Senior and Corporate Travel: Weekday Market is a New Blue Ocean for Domestic Tourism
Furthermore, Taiwan entering an aging society also brings new business opportunities for domestic tourism. Lion Travel has promoted senior tourism in recent years, successfully reducing the disparity in weekend and weekday occupancy rates.
Huang Hsin-chuan further elaborated that many attractions are crowded on weekends and deserted on weekdays. If operators only target holiday markets, sustainable operation will be difficult. Conversely, designing products for target groups such as the elderly, retirees, corporate travel, and families on weekdays can improve year-round stability. For example, slow travel itineraries, health and wellness hot springs, cultural guided tours, medical tourism integration, and upgrades to accessibility facilities are all demands in the senior market.
Domestic Tourism Repackaged: Demand Creates Products
Last year, the Legislative Yuan passed an amendment into law, adding 4 national holidays. Labor Day became a national holiday, and the Lunar New Year holiday is guaranteed to be at least 7 days long. Tourism operators are optimistic that this will boost domestic and international travel demand, collectively expanding the market pie.
Phoenix Tours General Manager Bian Jie-min believes that if holidays are dispersed and short-term, they are more helpful in boosting domestic tourism. If they are consecutive long holidays, especially 4-5 day ones, they will stimulate outbound travel.
Leo Fu Group Chairman Lai Chen-jung believes that while the government's consecutive holiday policy is well-intentioned, it often stimulates outbound travel rather than the domestic tourism market. Previously, weekends were peak seasons for domestic tourism, but with the increase in long holidays, people are more inclined to travel abroad, further crowding out domestic accommodation and dining demand.
Facing intensified competition, how can Taiwan's domestic tourism break through? Huang Hsin-chuan stated that domestic tourism can no longer rely solely on natural landscapes and existing attractions to draw visitors, as these are "too familiar" to Taiwanese travelers. Instead, the focus should shift to product development, starting with understanding demand and then creating products, which will naturally find their customer base. (Editor: Zhang Liang-zhi) 04180418
Stand with facts, your sponsorship is the power to protect press freedom
Download the CNA "First-Hand News" APP to grasp the latest news in real-time
This website's text, images, and videos may not be reproduced, publicly broadcast, or publicly transmitted and used without authorization.