▲ Tammy Chien (right), General Manager of Taiwan Learning Trip , LTD., received the Individual Enthusiastic Contribution to Tourism Award at the 2nd Taiwan Tourism Gold Awards.
“Get to know Islam through action; connect with Muslims with care” — Steering Taiwan toward becoming 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 were selected nationwide. Among them was Tammy Chien, known as Taiwan’s “pioneer of Muslim travel,” who received the Enthusiastic Contribution to Tourism Award.
With over 20 years in the tourism sector—starting in leisure agriculture and later specializing in Taiwan’s Muslim travel market—Tammy Chien has faced many hurdles. Receiving the Individual Enthusiastic Contribution to Tourism Award not only reflects gratitude that the authorities have recognized years of persistence, but also shows growing attention 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 vast opportunity among 1.9 billion Muslims: continuing to build certified Muslim-friendly environments
According to statistical data, there are now over 1.9 billion Muslims worldwide, accounting 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】, about 60% of whom live in Asia. As Taiwan holds a key strategic position in the Asia-Pacific, cities and regions across the island should strengthen Muslim-friendly environments, leveraging Taiwan’s diversity, friendliness, and inclusiveness to become a preferred destination for travel, study, and work among neighboring Muslim-majority countries.
Tammy Chien, General Manager of Taiwan Learning Trip , LTD., noted that drawing on her experience in leisure agriculture, she discovered a substantial Southeast Asian visitor segment and Muslim-market opportunity when she began promoting agritourism to international markets in 2002. She subsequently broadened her horizons to the wider Muslim market, founding 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—serving as a bridge between government and the private sector to create more certified Muslim-friendly venues across Taiwan.
Meanwhile, under the government’s New Southbound Policy, Taiwan has deepened multifaceted exchanges with Southeast Asian countries in business, tourism, culture, and study programs, bringing large numbers of Southeast Asian visitors to Taiwan. Chien believes that building Muslim-friendly environments should extend beyond tourism into all sectors, thereby demonstrating Taiwan’s inclusiveness toward diverse communities and enhancing its international visibility.
▲ Leading Taiwan’s Muslim-travel push, Tammy Chien takes a hands-on approach to better connect Taiwan with Muslim visitors.
Helping industry understand Muslim needs to unlock major tourism demand
In 2024, Taiwan was ranked 3rd globally among Non-OIC destinations. In the same year, Taiwan Learning Trip , LTD. received 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 promoting Muslim travel, Chien frankly acknowledges many challenges, including the public’s limited understanding of Islamic culture and the industry’s tendency to overlook Muslim-market opportunities—obstacles that have often hindered official efforts. The only way forward has been sustained effort and communication: personally visiting businesses, fostering local recognition of Muslim values, and ensuring that Muslim travelers in Taiwan enjoy a more convenient and respectful environment for daily life and tourism. “Tourism is the convergence of points, lines, and planes—and the linkage of food, lodging, activities, shopping, and transport,” she said. For Muslim visitors, Halal food and prayer needs are the two most basic elements. If more venues in Taiwan’s tourism sector obtain relevant certifications, they can better motivate travel, connect itineraries, and generate greater opportunities for Taiwan’s tourism industry.
👉 Original News Link: TRAVELRICH Media