TAIPEI (Taiwan News) — The Tourism Administration is participating in the Nordic region’s largest annual consumer travel expo, the Matka Travel Fair, which runs from Jan.15-18.

Lin Yu-shan (林毓珊), director of the administration’s London office, said the Nordic market is an emerging market Taiwan has been focused on in recent years, CNA reported. By inviting industry partners to visit Taiwan and carry out cultural-experience marketing, Taiwan is helping Nordic operators gain a deeper understanding of the country.

Lin said the Tourism Administration is promoting its Tourism 3.0 brand, which embraces “diversity, authenticity, and warmth.” It also highlights Taiwan’s diverse landscapes. Within half an hour, visitors can go from the mountains to the ocean to metropolitan night markets, she said.

Freddy Lim (林昶佐), Taiwan’s representative to Finland, said that Finnish understanding of Taiwan tends to focus on serious issues such as democracy and freedom “because both stand on the front line against authoritarian oppression.” Shared values are the foundation, he said, but to make people truly like Taiwan, culture is essential.

Lin emphasized that cultural exchanges can bring Taiwan and Finland closer together. Interactions in music, tourism, and other areas promote industry cooperation and deepen understanding of each other's culture and values, he added.