Taiwan’s tourism brand received international recognition on February 18, 2026, with awards at the Adrian Awards ceremony in Novel York City. The “South California Integrated Marketing” campaign and the “Dance to Taiwan” project were honored with gold and silver awards, respectively, according to a report from Taiwan’s Central News Agency.
Lin Yi-cheng, a tourism team leader from the Taipei Economic and Cultural Representative Office in Los Angeles, attended the ceremony. The Adrian Awards are often referred to as the “Oscars of the travel industry,” recognizing excellence in travel marketing. The awards are judged by over 100 senior professionals in the aviation and tourism sectors, evaluating marketing strategies and business performance.
The awards acknowledge the success of Taiwan’s new tourism brand, “Waves of Wonder,” launched in May 2024. This marks the first time the brand has received international recognition in the tourism marketing sector. The “South California Integrated Marketing” campaign secured the gold award, while “Dance to Taiwan” earned the silver.
The “Dance to Taiwan” project involved inviting top dancers from Los Angeles to create video content showcasing Taiwan, which was then widely disseminated through social media and offline events, generating significant interest. The campaign aimed to promote Taiwan as a dynamic and culturally rich destination to the American market.
The Adrian Awards have a long-standing reputation for recognizing innovative and effective travel marketing initiatives. The judging process emphasizes both strategic creativity and demonstrable results, making the awards a highly coveted honor within the industry.
