What it had to solve
Following 'Taiwan Day 2026', which drew over a thousand visitors in Manila in August, the administration wanted to deepen engagement in the Philippines under its 'Taiwan 100 Ways: Find Your Wave, Discover Your Way' platform, built on the idea that there is no single way to experience Taiwan.
The idea
Stop selling one Taiwan and let travellers film their own — creator-led talks plus a 'Film Your Way' contest that turns real trips into 30-60 second visitor-made ads.
How it works
On 3 October 2026 in Manila, 160 attendees heard four creators — The Poor Traveler, Jen Barangan-David, Eat Well Pinas and Asia Yoona — break down how they turn Taiwan trips into short videos across culture, food and stopovers; five travel agencies staffed booths for trip planning, and the 'Film Your Way' contest opened to all Filipinos with or without a Taiwan trip, running to 15 January 2027 with awards at Taiwan Day in Cebu in March 2027.
What it did
450,016 Filipino visitors travelled to Taiwan from January through July 2026, per the administration; the contest is still running, so content results are not yet reported.
Background
The Taiwan Tourism Administration held "Taiwan Talks: Travel Taiwan, Film Your Way" in Manila on 3 October 2026, gathering 160 Filipino attendees for travel stories, filming tips and time with creators and travel agencies. The event sits inside the "Taiwan 100 Ways: Find Your Wave, Discover Your Way" campaign, which deputy director Jeffrey Lin describes as built on the idea that there is no single way to experience Taiwan — travellers can shape the trip around their interests, time and style.
Four creators each showed a different doorway into the same country: The Poor Traveler took the culture route through Tamsui Old Street, Fulong and Yilan; Eat Well Pinas read Taipei through its markets, such as Ningxia Night Market; Jen Barangan-David showed how a Taoyuan layover absorbs a half-day city trip; and Asia Yoona built a short-stop route through the National Railway Museum and Longshan Temple. The session then turned to how to record — finding a subject, spotting the moment, shaping a trip into a short video — before a Kahoot quiz.
The engagement loop continues through "Taiwan 100 Ways: Film Your Way", a short-video contest launched in August 2026 and organised with the Creator and Influencer Council of the Philippines, supported by China Airlines and STARLUX Airlines. Anyone Filipino can enter with or without having visited Taiwan — a real trip, a creative idea or their own vision of the place — with vertical videos of 30 to 60 seconds accepted through 15 January 2027 and awards at "Taiwan Day in Cebu" in March 2027. Five Philippine travel partners staffed booths to convert inspiration into bookable itineraries.
Why it lands
The campaign treats travellers as media: instead of buying more reach, it builds a pipeline of visitor-made short videos under one platform idea.
The creator line-up shows four genuinely different Taiwan trips, so the 'no single way' positioning is demonstrated rather than claimed.
The contest accepts entries from people who have never been, widening the funnel beyond returning visitors.
What you can take
A destination with many audiences should not flatten itself into one message: give travellers a format for their own version and every video doubles as a pitch from a peer, not a tourism board.
Since then
The contest runs until 15 January 2027, with awards to be presented at Taiwan Day in Cebu in March 2027. Entry volume and content results are not yet reported.
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