In the year 2000, the Tourism Bureau of the ROC (Taiwan) 中華民國觀光局 launched its global campaign aimed to attract more international visitor to Taiwan. The campaign involved the logo with “TAIWAN” written in calligraphy and a Taiwan-shape seal with the slogan “Taiwan, Touch Your Heart“. The campaign was quite successful, with more than 5 million people visiting Taiwan last year.
On February 11, 2011, the Tourism Bureau launches its newest global campaign. Following the theme of “heart”, the new campaign involves the logo with a heart full of different possibilities to explore in Taiwan and the slogan “Taiwan – The Heart of Asia 亞洲心、台灣情“. The two logos share the same idea that tourism in Taiwan begins with the heart.