In response to the dramatic changes in the post-pandemic tourism market, Feiya Travel Agency, specializing in inbound tourism for foreigners, has successfully transitioned under the leadership of founder and CEO Wu Huai-Shen. Evolving from its earlier group tour model based on shopping and gaming commissions, it has rebranded itself as “My Taiwan Tour,” a premium travel brand catering to Western visitors with mid-to-high-end customized itineraries. Feiya now hosts travelers from the U.S., Canada, and Europe and has become a top choice for English-speaking markets in Japan, Korea, and Southeast Asia. Notably, international celebrities such as former Estonian President and Hollywood star Ryan Reynolds have chosen Feiya to explore Taiwan.
Beyond traditional iconic attractions, Feiya introduces differentiation through customization: taking travelers to Forty-Four South Village to experience urban transformation or ascending Maolanshan to view Sun Moon Lake. Whether it’s a first-time visitor or a returning guest, Feiya offers deeper cultural experiences. Addressing the diverse and creative demands of its clientele, Feiya operates with a “mission accomplished” approach—fulfilling a billionaire’s twelve-page request or organizing a proposal ceremony at the National Museum of Marine Biology and Aquarium after hours, showcasing exceptional flexibility and high-quality service.
Feiya is also actively tapping into the domestic market. During the pandemic, it launched “Artisan Life,” combining century-old hot spring inns, traditional craftsmen, and elements of slow-paced, in-depth travel to highlight Taiwan’s local cultural beauty. Recently, it has extended this concept to Japan, incorporating local artisan spirit to attract Taiwanese travelers interested in high-end bespoke travel.
Looking ahead, Feiya plans to enhance service quality through digitalization and AI technology while improving Taiwan’s tourism image. Drawing inspiration from the global appeal of Korean pop culture and Japanese tourism infrastructure, Feiya aims to continue showcasing the beauty of Taiwan on the global stage.
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