Taiwan Tourism Wins Gold and Silver at HSMAI Adrian Awards

Campaigns 'Waves of Wonder' and '#DanceToTaiwan' recognized for creativity and impact

Published on Feb. 28, 2026

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The Taiwan Tourism Administration's Los Angeles Office was honored with Gold and Silver HSMAI Adrian Awards, recognizing its innovative integrated marketing efforts in the highly competitive U.S. travel market. The Gold Adrian Award celebrated Taiwan Tourism's year-long 'Waves of Wonder' campaign in Southern California, while the Silver Adrian Award recognized the '#DanceToTaiwan' campaign.

Why it matters

These prestigious honors come on the heels of a MUSE Gold Award for Taiwan Tourism's 'Waves of Wonder' campaign, underscoring the campaign's creative excellence and impact with both global juries and U.S. travelers. The awards cement Taiwan's destination marketing as a benchmark for the industry.

The details

The Gold-winning 'Waves of Wonder' campaign brought Taiwan's new brand identity to life across Southern California through live events, media, and digital engagement. Key elements included an award-winning trade show presence, a flagship 'Waves of Wonderland' mall takeover, Taiwan's first participation in the LA Pride parade, and always-on social engagement. The Silver Adrian Award-winning '#DanceToTaiwan' campaign centered on an original theme song, an influencer content tour, a user-generated content contest, and real-world extensions.

  • The awards ceremony took place on February 18, 2026 at the Marriott Marquis in New York's Times Square.
  • In April 2025, a Taiwan Tourism promotional event was held in Los Angeles.
  • Taiwan's rainbow float participated in the 2025 Los Angeles Pride Parade.

The players

Taiwan Tourism Administration

The official government agency of Taiwan (R.O.C.) responsible for domestic and international tourism policy development and execution.

Vivian Lin

Director of the Taiwan Tourism Administration's Los Angeles Office, who accepted the awards on behalf of the office.

Hospitality Sales and Marketing Association International (HSMAI)

The organization that presents the Adrian Awards, which are among the travel industry's most respected honors, recognizing creativity, measurable impact, and innovation in hospitality and tourism marketing.

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What they’re saying

“Winning both a Gold and a Silver Adrian Award is an incredible honor for Taiwan. Coming right after our MUSE Gold Award for the 'Waves of Wonder' campaign in Southern California, this recognition shows that our work is resonating not only with international juries, but also with travelers and partners on the ground.”

— Vivian Lin, Director of the Taiwan Tourism Administration's Los Angeles Office

“Our goal with 'Waves of Wonder' and #DanceToTaiwan was to show travelers in Southern California that Taiwan is not just a place you visit, but a place you can feel through music, dance, culture, and community. These awards recognize the power of collaboration between our local partners, creators, and the travel trade, and they reaffirm that Taiwan's story resonates deeply with U.S. audiences.”

— Vivian Lin, Director of the Taiwan Tourism Administration's Los Angeles Office

What’s next

With signature events such as the upcoming 2026 Taiwan Lantern Festival in Chiayi, along with creative incentive programs like the 'Enter Taiwan, Enjoy a Gift' scheme for transit passengers, Taiwan Tourism looks forward to welcoming even more visitors from the United States in the coming years.

The takeaway

Taiwan's destination marketing campaigns have set a new benchmark for the industry, blending creativity, inclusivity, and measurable performance across channels to inspire more travelers to discover Taiwan's vibrant culture, natural wonders, and welcoming spirit.