Surrounded by the sea, Taiwan’s maritime routes are more than a means of transportation for offshore island residents. They are also vital links connecting cities, ports, tourism, and local life. From entering a passenger terminal and boarding a vessel, to buying tickets, waiting, passing through checkpoints, and arriving at the destination, every service touchpoint shapes how people experience Taiwan’s maritime passenger services.

 

To enhance the quality of maritime passenger services in Taiwan, the Maritime and Port Bureau, MOTC launched the first “TAIWAN Hi Maritime Brand Certification,” with the Taiwan Design Research Institute serving as the implementation partner. Through brand consultation, professional evaluation, and on-site visits, the program examined the overall performance of maritime passenger terminals and vessels from the perspective of the passenger journey, including spatial quality, service flow, information guidance, accessibility, brand identity, and operational management.

 

The inaugural award ceremony was held on June 26, with the participation of Deputy Minister of Transportation and Communications Kuo-Hsien Lin, Director-General of the Maritime and Port Bureau Hsieh-Lung Yeh, Chairman of Taiwan International Ports Corporation Yung-Hui Chou, and TDRI President Chi-Yi Chang. Together, they recognized maritime operators with outstanding achievements in service quality and brand development, marking an important step toward a more systematic and brand-oriented future for Taiwan’s Blue Highway services.

 

 

 

 

From “Getting There” to “A Better Journey”: Rethinking Maritime Services Through Design

 

In the past, maritime transport was often viewed mainly as a point-to-point mobility service: whether passengers could arrive safely and on time. As public expectations for service quality continue to rise, however, maritime passenger services are moving beyond basic transportation and toward a more complete travel experience.

 

This is the core ambition of the TAIWAN Hi Maritime Brand Certification: to transform passenger terminals and vessels from transport infrastructure into public service spaces that are friendly, safe, comfortable, and grounded in local identity and brand recognition.

 

For this first certification, TDRI President Chi-Yi Chang served as the chief convener of the jury, bringing together experts from transportation, spatial planning, service experience, brand marketing, universal design, and operations management. The evaluation process included document review, on-site visits, and final deliberation. Jury members visited terminals and vessels in person, examining whether the services truly responded to passenger needs.

 

Jury representative Professor Ching-Lung Liao from the Department of Civil Engineering at National Taiwan University noted that all participating organizations demonstrated strong commitment and continuous improvement. The evaluation looked beyond hardware upgrades and focused on whether services were designed around passenger needs, including clear circulation, understandable information, friendly and accessible spaces, stable operations, and a brand image that passengers could genuinely experience.

 

 

Inaugural Winners Set New Benchmarks for Taiwan’s Maritime Services

 

After a comprehensive evaluation, the first TAIWAN Hi Maritime Brand Certification presented Gold, Silver, and Bronze Awards in two categories: Passenger Terminal and Passenger Vessel. The winners not only demonstrated outstanding service quality, but also offered strong references for other terminal operators and shipping companies seeking to improve their services.

 

 

Passenger Terminal Category

 

Gold Award｜Budai Port Passenger Terminal

Budai Port Passenger Terminal integrates architecture, interior space, and outdoor landscape into a bright, transparent, and clearly organized environment. From arrival and waiting to checkpoint clearance, passengers experience a smooth and comfortable journey. Its professional on-site guidance, orderly management, and well-maintained environment successfully bring public service, spatial aesthetics, and passenger experience into everyday operations, making it a highly valuable model for future reference.

 

 

 

 

Silver Award｜Magong Ferry Terminal, Public Transportation Office, PH-PTO

The Magong Ferry Terminal, Public Transportation Office, PH-PTO serves as an important transport hub for local residents and inter-island travelers in Penghu. After renovation, its circulation became simpler and smoother, while the space became brighter and more comfortable, improving the overall waiting experience. Even after years of use, the flooring and environment remain well maintained, reflecting stable and attentive management, as well as the local government’s ongoing efforts to improve maritime transport services.

 

 

 

 

Bronze Award｜Keelung West Passenger Terminal

As an important gateway to Keelung Port, the Keelung West Passenger Terminal is based on the adaptive reuse of a historic building. It preserves the original spatial scale and harbor atmosphere, while using simple interior design, materials, and colors to connect modern passenger services with the character of a port city. The open and bright space combines public service, cultural memory, and the image of a city gateway.

 

 

 

 

Passenger Vessel Category

 

Gold Award｜Penghu Ferry

Penghu Ferry introduces the concept of a “micro cruise,” turning the voyage itself into part of the travel experience. The vessel features a restaurant, café, viewing seats, children’s playroom, pet-friendly space, and accessible facilities, thoughtfully responding to the needs of different passengers. Its spacious and well-maintained deck area allows passengers to relax and enjoy the sea view. Overall, the vessel brings together contemporary aesthetics, friendly functions, and a strong sense of travel experience.

 

 

 

 

Silver Award｜New Taima Ferry

New Taima Ferry pays careful attention to passenger comfort and rest during long-distance voyages. Each upper and lower berth is equipped with a curtain, reading light, USB charging port, and personal storage space, providing both privacy and comfort. The onboard shop also functions as a social and rest area, enriching the passenger experience during the journey. Overall, the vessel demonstrates stable quality in spatial function, passenger service, and long-distance travel experience.

 

 

 

 

Bronze Award｜South- North Star

South- North Star demonstrates clear, efficient, and well-organized operational management. Its electronic ticketing system and QR Code boarding process make passenger flow smoother and more orderly. Inside the vessel, comfortable seating and clearly separated luggage and cargo areas for destinations such as Dongju and Xiju reflect detailed management. With sufficient service staff responding to passenger needs, the vessel shows strong performance in efficiency, order, and service quality for inter-island passenger transport.

 

 

 

 

Using Brand Certification to Support Industry-Wide Improvement

 

The significance of the TAIWAN Hi Maritime Brand Certification lies not only in recognizing outstanding cases, but also in establishing a service evaluation tool that can be used continuously. Through the certification system, terminal and vessel operators can better understand their strengths and identify clear directions for future improvement.

 

For the Taiwan Design Research Institute, this project is also an important practice in bringing design into public services and the transportation industry. Design is not simply about visual enhancement; it is an integrated approach that connects passenger needs, service processes, local identity, and brand value. When design thinking becomes part of maritime services, Taiwan’s Blue Highway can move beyond being a transport route and become a higher-quality, more memorable ocean journey.

 

Looking ahead, TDRI will continue to work with the Maritime and Port Bureau and maritime industry partners to introduce design, branding, and service experience into more passenger services. From the port outward, each ferry ride can become the beginning of discovering Taiwan’s ocean charm.