Promotion of Tourism

Established in 2009 after Typhoon Morakot, the Alliance Cultural Foundation (ACF) initially focused on promoting more profound tourism experiences in Hualien and Taitung, moving beyond surface-level tourism. Their aim was to highlight the regions' natural beauty and tranquility.

ACF worked on improving various aspects of tourism, including accommodations, dining, and indigenous cultural experiences, to meet international standards. At the same time, they sought to promote sustainability and empower local residents.

Their efforts began with providing guidance to the homestay industry and later expanded to highlight unique local destinations. They also organized summer camps to nurture young talents in the region. From 2010 to 2011, ACF collaborated with Professor Patrick Su from National Kaohsiung University of Hospitality and Tourism to enhance homestay practices and train ecological tour guides, taxi drivers, and travel agencies.

In 2010, Hong Kong and Macau tourists were a significant part of Taiwan's inbound tourism, one in every 6-8 people would visit once annually. To boost the economy in eastern Taiwan, Chairman Yen proposed new travel routes centered around Hong Kong and launched charter flights to Hualien and Taitung. These charter flights not only catered to regular tourists but also hosted Hong Kong celebrities, media, travel professionals, and bloggers. The 4-day "Slow and Leisurely" tour of Hualien and Taitung received great media attention and positive feedback. However, the sudden influx of Chinese tourists after direct flights from Songshan Airport to Shanghai opened in June 2010 brought new challenges. Despite this, the ACF remained committed to adapting to these changes.

In 2012, when the local slow travel market was stable, ACF shifted its focus to education. However, by the end of 2017, the foundation observed that many young entrepreneurs were returning to their hometowns in Changbin Township of Taitung and Fengbin in Hualien. Despite the potential for diverse tourism experiences, the lack of a unified marketing and resource integration  hindered collaboration among them, resulting in stagnant businesses. In response, ACF re-engaged in tourism promotion, using Changbin and Fengbin as experimental areas for rebranding and reintegration. In this effort, ACF positioned themselves as guides and resource integrators, helping local youth and businesses find their niche and foster collaborative partnerships for mutual benefit.

Through their pioneering initiatives, ACF aims to raise awareness about the value of preserving the land and culture of Hualien and Taitung.