By RK Shih/Staff -Photo via Taiwanderers
PINGTUNG — Once packed with tour buses and weekend crowds, Kenting is now confronting a prolonged tourism slump that shows little sign of easing. For the second consecutive year, visitor numbers to Taiwan’s most famous beach destination have remained at historic lows, deepening financial pressure on hotels, restaurants, and small family-run businesses across the Hengchun Peninsula.
According to official statistics, Kenting recorded 2.139 million visitors in 2025, virtually unchanged from 2.14 million in 2024. The figures stand in stark contrast to the area’s peak year in 2015, when more than 8.37 million people visited the national park and surrounding resort towns.
While a series of long weekends in October briefly lifted foot traffic, the temporary surge failed to reverse the broader trend. Annual visitor totals have now remained below 2.2 million for two straight years, a threshold that tourism operators say makes long-term sustainability difficult.
Hotels Feel the Strain
The downturn has hit accommodation providers especially hard. Data show that only one hotel on the Hengchun Peninsula maintained an average occupancy rate above 60 percent throughout last year.
Two major developments underscore the depth of the crisis: The Uni-Resort Kenting has shut down entirely while the Fullon Hotel Kenting, one of the region’s largest properties, has suspended operations for major renovations.
While officials describe the Fullon project as a long-term upgrade, some local business owners privately question whether the move is also a form of financial triage amid shrinking demand.
Changing Travel Habits
Local shop owners and tourism workers say Kenting’s image has taken a hit online, with critical social media posts shaping public perception — particularly among younger travelers.
At the same time, outbound tourism is experiencing a surge. Many Taiwanese are now choosing Japan and Thailand for short holidays, citing competitive prices, aggressive online marketing, and greater variety in attractions.
Officials Push Rebrand
Kenting National Park Headquarters Deputy Director Tseng Tien-ting (曾添丁) said authorities have launched a new revitalization plan aimed at transforming Kenting’s tourism model.
Rather than quick photo stops and checklist travel, officials want to promote deeper, experience-based tourism, Tseng said.
Key initiatives include:
• Upgrading visitor facilities
• Developing low-carbon tourism along the west coast
• Improving parking access and visitor service counters
• Expanding multilingual services
• Deploying smart tourism guides for international visitors
Elsewhere in Taiwan, Tourism Shifts
While Kenting struggles, other parts of Taiwan are gaining international attention.
Travel platform EverdayGlow recently named Taipei among Asia’s top urban destinations, praising its mix of culture, democracy, street food, hiking trails, and independent music scene. The city was listed alongside Seoul and Kyoto.
The same list highlighted Orchid Island (Lanyu, 蘭嶼) as a standout beach destination. Home to the Tao (Yami) Indigenous people, the island is renowned for its traditional wooden canoes and dramatic coastal landscapes.
A Crossroads for Kenting
For Kenting, the message is clear: the old tourism formula is no longer working.
With visitor numbers stagnating and major hotels shutting their doors, the resort town now faces a critical test: whether it can reinvent itself for a new generation of travelers or continue to slide from the spotlight it once dominated.
