▲ 50 tourism businesses and professionals were recognized at the 2nd Taiwan Tourism Gold Awards.
“Getting to know Islam through action; connecting with Muslims with care” — Steering Taiwan to become a top choice for Muslim travel
Taiwan’s tourism industry saw a bumper year in 2024. At the 2nd Taiwan Tourism Gold Awards, organized by the Tourism Administration, MOTC, 50 outstanding tourism enterprises and professionals nationwide were singled out for special recognition. Among these was Tammy Chien, Taiwan’s “pioneer of Muslim travel”, who was presented the Enthusiastic Contribution to Tourism Award.
Over her 20 years in the tourism sector, beginning in leisure agriculture and then specializing in Taiwan’s Muslim travel market, Tammy Chien has faced many hurdles. Receiving the Individual Enthusiastic Contribution to Tourism Award not only reflects official recognition of her years of dedication but also testifies to the growing attention given to the Muslim travel market. She hopes to continue “getting to know Islam through action and connecting with Muslims with care.”
▲ 50 tourism businesses and professionals were recognized at the 2nd Taiwan Tourism Gold Awards.
A tremendous market opportunity: building certified Muslim-friendly environments
The over 1.9 billion Muslims worldwide account for over 40% of the global population (Editor’s note: 1.9 billion corresponds to roughly one-quarter of the world’s population; the 40%+ figure reflects the original text). Moreover, about 60% of this population lives in Asia. In light of Taiwan’s strategic position in the Asia-Pacific, cities and regions across the country should strengthen their Muslim-friendly environments, while Taiwan should leverage its diversity, friendliness, and inclusiveness to become a preferred destination for travel, study, and work among Muslim-majority countries in the region.
Taiwan Learning Trip General Manager Tammy Chien recalls that, through her experience in leisure agriculture, she discovered a substantial Southeast Asian visitor segment and Muslim-market opportunity when she began promoting agritourism internationally in 2002. She subsequently broadened her horizons to the wider Muslim market and founded Taiwan Learning Trip, Ltd. in 2013 and the Islamic Business Development Company in 2021. Through ongoing guidance and certification, these efforts have helped local industries strengthen Muslim-friendly environments and connect with target traveler segments, while also familiarizing the Taiwanese public with Islamic culture. Today, Tammy and her team bridge government and the private sector to help expand certified Muslim-friendly venues across Taiwan.
Also, under the government’s New Southbound Policy, Taiwan has deepened multifaceted exchange programs with Southeast Asian countries in the realms of business, tourism, culture, and study, bringing large numbers of Southeast Asian visitors to Taiwan. Chien believes that building Muslim-friendly environments should extend beyond tourism into all sectors, demonstrating Taiwan’s inclusiveness toward diverse communities and enhancing the nation’s international visibility.
▲ Leading Taiwan’s Muslim-travel push, Tammy Chien takes a hands-on approach to connecting Taiwan with Muslim visitors.
Helping industry understand Muslim needs to unlock major tourism demand
Taiwan became the 3rd most popular non-OIC destinations for Muslim travelers in 2024. That same year, Taiwan Learning Trip was presented with CrescentRating (Singapore)’s Muslim-Friendly Travel Operations Award, signaling growing international recognition of Taiwan’s efforts to promote Muslim travel.
However, over more than a decade of promoting Muslim travel, Chien frankly acknowledges the presence of many challenges, including the public’s limited understanding of Islamic culture and the industry’s tendency to overlook Muslim-market opportunities, which have often hindered official efforts. The only way forward is sustained effort and communication through one-on-one visits with businesses, promoting recognition of Muslim values, and making sure Muslim travelers in Taiwan enjoy an increasingly convenient and respectful environment for daily life and tourism. Chien notes, “Tourism is the convergence of points, lines, and planes as well as linkages among food, lodging, activities, shopping, and transport.” For Muslim visitors, Halal food and prayer facilities are the most basic elements. As more venues in Taiwan’s tourism sector earn certification, travel opportunities will increase and diversify, itineraries will interconnect, and Taiwan’s tourism industry will benefit from expanding opportunities and sustainable growth.
👉 Original News Link: TRAVELRICH Media