總顧問 序

張錫聰 - 前交通部觀光局局長 

在全球觀光產業邁向復甦與創新的新時代，旅遊已不僅是跨越地理疆界的活動，更是一種文化交流與價值共享的重要媒介。各國皆以觀光為重要的國家品牌策略，透過文化、產業與城市特色的整合，展現國家形象並提升國際能見度。

台灣位處亞太重要樞紐，擁有多元的自然景觀、深厚的人文歷史，以及高度成熟的服務產業基礎。從山海地景到城市文化，從在地美食到創意產業，台灣具備發展國際觀光市場的優質條件與潛力。

在此背景下，台灣觀光產業發展總會的成立，象徵著產業整合與跨界合作的重要里程碑。總會以整合「食、宿、遊、購、行」觀光產業價值鏈為核心，建立交流平台，促進各地觀光資源的連結與合作，並透過專業機制推動品牌行銷、國際合作與永續觀光發展。

面對未來觀光趨勢，數位科技、智慧旅遊、ESG永續理念與地方文化創生，將是推動產業升級的重要關鍵。總會的角色不僅在於產業交流，更在於匯聚創新力量，促進台灣觀光與國際接軌。

本人很榮幸以總顧問身分參與其中，期盼與各界先進共同努力，推動台灣觀光產業持續向前發展，讓世界看見台灣的多元魅力，也讓台灣在全球旅遊舞台上展現更耀眼的光芒。

台灣觀光產業發展總會 總顧問—張錫聰

Simon Chang Hsi-Tsung

Former Director-General, Tourism Bureau, MOTC

As the global tourism industry enters a new era of recovery and innovation, travel is no longer merely about crossing geographical boundaries. It has evolved into a powerful medium for cultural exchange, economic collaboration, and shared global values.

Around the world, tourism has become an essential component of national branding strategies. Countries are increasingly integrating culture, industry, and city identities to present their unique stories to international audiences.

Situated at the heart of the Asia-Pacific region, Taiwan possesses remarkable advantages for tourism development. From breathtaking mountains and coastlines to vibrant urban culture, from world-renowned cuisine to creative cultural industries, Taiwan offers a rich and diverse travel experience that resonates strongly with global travelers.

Against this backdrop, the establishment of the Taiwan Tourism Industry Development Association (TTIDA) represents an important milestone in strengthening industry collaboration. By integrating the five core elements of tourism—food, accommodation, travel, shopping, and transportation—the Association aims to create a professional platform that connects tourism resources, promotes cross-industry partnerships, and expands Taiwan’s global tourism presence.

Looking ahead, emerging trends such as digital transformation, smart tourism, ESG sustainability, and community-based cultural tourism will play crucial roles in shaping the next generation of tourism development.

It is my honor to serve as Chief Advisor to the Association. I look forward to working alongside industry leaders and partners to advance Taiwan’s tourism industry and to showcase the island’s unique charm and cultural richness to the world.

Chief Advisor, Taiwan Tourism Industry Development Association—Simon Chang Hsi-Tsung