Name: Brad C.H. Shih
Title: Director
Company, city: Taiwan Tourism Bureau; Los Angeles, Calif.
Number of employees: 10 in the United States and more than 250 in Taipei
Recent project: We are leading a major public relations campaign to bring Taiwan into the mainstream travel market, with initiatives that include trade shows and targeted outreach to the millennial audience.
First job: Right after university I began my career in public service. My first assignment involved developing Yehliu Geopark—home to the 4,000-year-old natural formation known as The Queen’s Head—into a prominent travel destination.
Little-known fact about you: Although I travel frequently for work, I actually enjoy staying at home on my days off.
YOUR BUSINESS
What innovations/initiatives do you foresee in the industry over the next years?
Catering to millennial travelers will continue to shape the industry. To meet their expectations we need to create or expand specialized offerings such as active and adventurous tours (cycling, hiking), modern and design-forward hostels, and improvements in public transportation that make short, flexible trips easier.
Best career advice you’ve received:
Someone once told me, “Plant a happy seed and you will have a happy farm.” In other words, contribute positively to society and to those around you—good intentions and effort return in meaningful ways.
What advice would you give someone starting out in the field?
Choose a role you genuinely enjoy and can see yourself doing for years. Passion sustains long-term growth and resilience in this industry.
Brad C.H. Shih as a Traveler
Favorite travel memory or story:
In 2011 Taiwan celebrated its centennial, and Yehliu Geopark hosted a special event. On New Year’s morning my family and I hiked to the hilltop and watched the sunrise together—an unforgettable start to the year.
One travel tip you cannot live without:
Talk with the locals wherever you go. Conversations with residents often lead you to unexpected neighborhoods, delicious food stalls, and hidden cultural gems that guidebooks miss.
Best advice for business travelers:
Use Taiwan as your hub for traveling through Asia. Taipei is an efficient, well-connected gateway with many flight options from North America, making it an ideal first stop or rest point on regional itineraries.
About Taiwan Tourism Bureau
What unique experiences can our premium travelers expect from a visit to Taiwan?
Travelers can discover natural hot springs across the island—perfect for relaxation after a busy day of meetings or sightseeing. Taiwan’s hot springs range from tranquil mountain baths to modern spa facilities that blend tradition with contemporary wellness services.
Tell our readers about events in Taiwan to look forward to in 2017.
Several signature events were scheduled for 2017 that showcase Taiwan’s culture and outdoor life. The Lantern Festival, celebrating the lunar new year, took place in Yunlin County. Taiwan Fun on the Tropic of Cancer ran through the summer with concerts, triathlons and regional food events. The Cycling Festival, featuring routes such as Sun Moon Lake, continued into November, and the Hot Spring & Fine-Cuisine Carnival, from October through January, highlighted the health benefits of thermal springs alongside contemporary culinary trends.
What type of gourmet cuisine experiences do you recommend we try?
Start with a traditional Taiwanese breakfast: favorites include fried bread rolls, or youtiao, often dipped in soy milk or sesame paste. Fresh seafood is another highlight—caught locally and showcased by farm-to-table restaurants across Taipei and coastal towns. Sampling night market snacks, regional street food, and local specialty dishes provides a rounded taste of Taiwan’s culinary scene.