The 2024 Taichung International Pastry Festival, hosted by the Taichung City Government Tourism and Travel Bureau (TTB), celebrated its debut by combining century-old pastry traditions, historic landmarks, and creative industries to create a unique cultural and tourism experience. This innovative event revitalized Taichung’s pastry industry, drew international visitors, and earned the Bronze Award in Public Service at the 11th Taiwan Events Excellence Awards, establishing itself as a cornerstone of Taichung’s tourism strategy.
Showcasing Pastry Culture with Historic Charm
The festival highlighted Taichung’s pastry culture through immersive events like the “Pastry Feast” afternoon tea experience held at the historic Wufeng Lin Family Mansion and Garden. Guests enjoyed locally crafted pastries paired with traditional teas, surrounded by the architectural beauty of one of Taichung’s iconic landmarks.
Another standout event was the “Top Scholar of Pastries” promotional activity held at local ancestral temples, merging Taichung’s rich pastry-making traditions with its historic and cultural heritage. These activities served as unique tourism highlights, combining accommodations, tea culture, and creative industries into a cohesive and memorable experience.
Driving Tourism Growth Through Innovation
The festival’s success hinged on collaboration between pastry makers, local tea businesses, and the hospitality industry, resulting in the launch of co-branded pastry-themed cultural products. These initiatives enhanced the appeal of Taichung’s tourism sector and provided a platform to extend its reach internationally.
TTB Director Chen Meixiu emphasized that the festival’s innovative integration of pastry culture into tourism not only strengthened the city’s local industries but also positioned Taichung as a culturally vibrant global destination.
Strengthening International Appeal
During the 11th Taiwan-Vietnam Tourism Cooperation Conference in October, Taichung promoted its afternoon tea culture to the Vietnamese travel market, recognizing Vietnam as Taiwan’s third-largest source of Southeast Asian tourists. With 380,000 Vietnamese visitors recorded in Taichung last year, the city aims to attract even more travelers through events like the Pastry Festival, offering them a chance to take home cultural souvenirs rich in heritage.
Industry Collaboration and Record-Breaking Success
The Taichung Pastry Industry Association, led by Honorary Chairman Cai Wancai and Chairman Ji Xudong, played a pivotal role in driving the festival’s success. Chairman Cai noted that the festival elevated the international profile of Taichung pastries and achieved record-breaking sales through international orders. Chairman Ji added that cross-sector collaborations transformed the pastry industry into a powerful driver of tourism, attracting new visitors and boosting local businesses.
A Vision for Global Recognition
The TTB plans to deepen the integration of local pastry culture with the tourism industry and expand the festival’s international presence. Through these efforts, visitors will not only enjoy Taichung’s delectable pastries but also experience the city’s cultural richness and innovative vitality, ensuring that Taichung remains a key destination for cultural and culinary tourism.
