Time for Taiwan – My Beautiful Island

aiwanese movies have earned a high reputation in international film festivals over the past few years, giving a different impression of Taiwan, with its vitality of soft power and culture, to the whole world. Last year, the number of tourists to Taiwan reached a record of 5,567,000; to keep the number rising, the Tourism Bureau is targeting 4 categories of tourists: young backpackers, senior couples, young women, and families. A brand-new international promotional film was shot, using movie production values for the first time, to incorporate the island’s natural beauty and cultural diversity into a short film. The beauty of Taiwan is shown through both images and sound to portray Taiwan’s warmth and hospitality to from tourists around the world.

The most meaningful element of a trip is “people”, who give tourists their most lasting memories, and it is friendly interpersonal relations that make Taiwan a unique destination for tourists from all over the world. The Tourism Bureau invited director Johnason Lo, who has won international Promax, iF Design, and red-dot awards, and Michael Fimognari, a well-known photographer with two Emmy awards to his credit, to help produce the film, “Time for Taiwan—My Beautiful Island”. The film takes a completely different perspective, and focuses primarily on interpersonal relations at their most unique. The film is designed in a way that escapes the constraints of a rigid government promotional film, and also abandons the old fashioned style of a drama or a scenic-spot-oriented film. The images in the film are seen through eyes of four groups of tourists and through their stories in Taiwan, which show vividly the excitement and discovery they experience during their journey.

The film combines two themes — “International Spotlight” and “Tour Taiwan, Experience the Centennial”– along with Taiwan’s folk religions, folk culture, aboriginal tribes, hot springs, innovation, contemporary culture, hiking, and eco-tourism. The film is the product of a full year of planning and shooting. Four versions with different lengths have been produced: 16 minutes, 10 minutes, 60 seconds, and 30 seconds. Foreigners who watch the film share the feeling of a high-quality frame, a different impression of the beauty of Taiwan, and an exceptionally warm welcome from the Taiwanese people. Furthermore, the foreign actors who participated in the production expressed their excitement at so many first experiences in Taiwan. Mark, a young American man who stars as a back-packer in the film, has already spent 6 years in Taiwan. This production brought him to Old Zhuilu Trail for the first time, where he experienced the grandeur of the alpine scenery. David and Lea, a senior couple, were impressed with Taiwan’s innovative fine cuisine and it good use of local ingredients. They followed chef, Chih-Yung Chen, to select fish in Suao port, and enjoyed a tour of deliciousness. The executive producer from Singapore, Angela Moo, mentioned that even though she has worked in Taiwan for many years and participated in numerous film productions on the island, this time she had the opportunity to visit many unique spots that are different from what can be seen in the travel books. She also mentioned her deep interpersonal experiences with Taiwanese people, which is what makes Taiwan so attractive to tourists.

The end of a trip is not the end of a journey. Instead, it is the beginning of the next one. A trip can produce in tourists valuable memories and a desire to come again. This is what the film, “It’s time for Taiwan”, tries to tell everyone in the world: come experience this beautiful island. Please visit (http://taiwan.net.tw) for more information.


通部觀光局為趁勝追擊,鎖定全球觀光市場的青年背包客、銀髮夫妻、年輕女性及年輕家庭4類旅客族群,首次嚐試以電影拍攝手法,製作全新的國際宣傳影片。 將臺灣自然美景及人文感動,透過影片的「視覺」和「聽覺」,將臺灣的美、臺灣的聲音、臺灣的人情味深深觸擊到世界的每位旅客心中,以吸引更多旅客來臺觀光 與體驗。

旅行中最令人印象深刻的是「人」,也因為「人」使旅行更具意義和價值,而臺灣的人情味一直都是國際旅客最為稱讚的魅力點。觀光局特別邀請獲得 Promax、iF Design、red-dot國際競賽大獎的臺灣新銳導演羅申駿先生,以及榮獲2座艾美獎的美國知名攝影師Mr. Michael Fimognari,為本片”Time for Taiwan—My Beautiful Island”親自操刀,跳脫政府宣傳的框架,顛覆以往景點式或偶像式的拍攝手法,以重拾人情味作為臺灣旅遊的最大賣點。透過4組國際旅客的目光,以電影 說故事的方式呈現,旅客從入境臺灣對旅程未知的期待,到旅行臺灣過程中的精彩發現和驚喜感動。

本片結合「國際光點」和「旅行臺灣.感動100」的民俗宗教、在地文化、原民部落、溫泉、創新、當代文化、登山健行、生態旅遊等感動元素,歷經1年的籌劃 與拍攝,共完成4支不同長度的宣傳短片(16分鐘、10分鐘、60秒和30秒)。觀看過這支影片的外籍人士皆被畫面所感動,不僅讓他們看見臺灣不同的面 貌,更讓他們能深深感受到臺灣的熱情!此外,參與本片演出的外籍演員們也興奮表示,有許多地方都是他們在臺灣的初體驗,例如飾演背包客的美國青年 Mark,雖然他在臺灣住了6年,因為參與這支影片的演出,使他第一次到錐麓古道,體驗臺灣壯麗的山景;飾演銀髮夫妻的David和Lea則是對臺灣的創 意美食及在地取材極為稱讚,像是他們跟隨著饗宴程智勇師傅到蘇澳漁港採買魚貨,品嚐程師傅堅持使用在地食材所創造出的美味料理,印象極為深刻。本片劇組中 來自新加坡的監製Angela表示,雖然她來臺工作多年,也曾參與過許多影片的外拍製作,但這次觀光局的影片拍攝過程,讓她有機會造訪更多不同於旅遊書上 的新鮮景點,並體驗到臺灣社會各層面的人情味,而這些正是吸引旅客前來觀光的價值。

旅行並非一段旅程的結束,而是一個故事的開始!它對旅客所產生的內在價值是無價的啟發,也是促其再次造訪的動力。”It’s time for Taiwan!”旅行臺灣,就是現在!讓我們一起歡迎更多外國友人來臺體驗這座美麗的島嶼吧!