To promote its new tourism branding initiative “TAIWAN – Waves of Wonder,” a Taiwan Tourism Administration roadshow literally rolled through Toronto last week with TTA execs and partners for a gala trade event that included unveiling the linchpin of the campaign – a branded streetcar that will cross the city hourly for the next six weeks promoting the destination.

The streetcar is decorated with Taiwan’s new branding – dynamic wave patterns that depict the unique charm of the island’s four seasons and as well as it diverse scenery, rich culture, and deep history.

To celebrate the launch, the TTA has also partnered with EVA Air and several popular Taiwanese restaurants in downtown Toronto to encourage locals to join the “Taiwan Streetcar Social Media Challenge” and a Toronto-Taiwanese #TasteThefWonder Food Map campaign.

In conjunction with the campaign, the Taiwan Tourism Administration hosted a promotional event on April 2 for local tourism professionals and media.

Jin Juang, director of the TTA’s New York Office, along with Yi-Peng Liang, Director General of the Taipei Economic and Cultural Office, Toronto, and the EVA Air Toronto Branch, welcomed nearly 100 industry representatives and journalists for an immersive experience of the Taiwan-themed streetcar.

Jin Juang emphasized that Taiwan is home to rich natural ecosystems, vibrant cultural diversity, and year-round festivals such as the iconic Taiwan Lantern Festival. From Michelin-recommended restaurants to popular night market eats, Taiwan also boast a vibrant culinary scene.

Yi-Peng Liang noted that that Taiwan’s visibility in Canada is steadily increasing, thanks to its strengths in semiconductors and shared values of freedom and democracy. In Toronto, Taiwanese cuisine, bubble tea shops, and cultural events are already popular, he said, and through the streetcar campaign, Taiwan hopes to further promote tourism and appeal to Canadian travellers.

EVA Air offer direct flights from Toronto and convenient local transport options include high speed rail, bus services, and the Taiwan Tourist Shuttle, some of which offer promotional deals and free half-day layover tours.

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