The East Coast National Scenic Area Headquarters, Tourism Administration, Ministry of Transportation and Communications (hereinafter referred to as the East Coast Headquarters) and the East Longitudinal Valley National Scenic Area Headquarters, Tourism Administration, Ministry of Transportation and Communications (hereinafter referred to as the Valley Headquarters) co-organized the 2024 East of Taiwan Regional Tourist Alliance Market Day at Huashan from October 25 to 27. The lively atmosphere and diverse activities brought in more than 30,000 domestic and foreign visitors to the three-day event, generating nearly 1.5 million NTD in sales. The event was widely popular and full of business opportunities.

On the first day, a special industry matchmaking and exchange session was held where 16 domestic and international travel agencies met with 10 local vendors. This platform fostered valuable marketing and networking opportunities for local businesses, allowing them to showcase their unique offerings and establish potential partnerships. The three-day event offered non-stop exciting activities. Upon entering the "Gate of Hualien-Taitung," visitors were greeted by the hospitality and joyful atmosphere of the region, creating an immersive experience that transported them to the scenic Hualien and Taitung. The beloved mascot, OhBear, made appearances throughout the event, delighting visitors of all ages. As the sun set, the canopy area on the lawn turned into a relaxing space where visitors could enjoy live music, local delicacies, and the chill vibes of Hualien and Taitung.
Near the entrance, an achievement exhibition featured displays from the ten tourism associations along the East Coast and the five themed itineraries of the East Longitudinal Valley, showcasing the unique crafts, souvenirs, and itineraries of each area. In the market, stalls offered a rich variety of goods, including local food, crafts, fresh produce from independent farmers, special souvenirs, and private catering delicacies. Visitors could sample regional specialties like tribal barbecue, craft beer, millet wine, traditional pastries, hand-drip coffee, western baked goods, and enjoy a relaxing foot massage.

A live-stage program featuring a spirited East Coast versus Valley culinary showdown attracted a large crowd, both in-person and online. Highlights included Liay’s Kitchen’s live sashimi preparation of a whole Indo-Pacific sailfish from Chenggong Fishing Harbor, and Tribal Bamboo Art’s fragrant pigeon pea pork knuckle soup. Sauniyau Bakery showcased their brownie sweet rice wine cake and tana bread, while Gin Happy shared their unique lemon pickled vegetables. Not only did the audience feast their eyes with a great show, they were also able to taste the food on site, which made the event hugely popular. In addition, there were multiple sales sessions featuring Hualien-Taitung goods, personally promoted by shop owners. During guided market tours, participants could explore each stall in depth, enjoying light-hearted and witty storytelling that brought the products and their origins to life.

Notably, the East Coast Headquarters and the Valley Headquarters have been co-organizing the Market Day under the "East of Taiwan" brand for three years. The number of participants and sales have increased year by year, with local businesses benefiting from heightened brand exposure. To further encourage participating vendors, a Director-General's awards competition was established at the 2024 Regional Tourist Alliance Market Day. Mystery shoppers judged and selected winners in categories including Best Design, Most Delicious, Best Souvenir, and Most Sustainable, while the Most Popular Award was voted by event participants. Among them, Best Design Award went to Sing Sun Happy from the Valley. Most Popular Award was won by Liay's Kitchen with over 13,000 supporting votes. The Most Delicious Award, Best Souvenir Award, and Most Sustainable Award will be announced and presented on the last day of the Northern Region session of the 2024 Regional Tourist Alliance Market Day on November 24.

At the closing of the 2024 East of Taiwan Regional Tourist Alliance Market Day, Director-General Zhou Yonghui of the Tourism Administration, MOTC joined the event and passed the event banner to the next host, Maolin National Scenic Area Headquarters, Tourism Administration, MOTC, symbolizing the continuation of the passion and achievements of the Eastern Region at the Southern Region Tourist Alliance Market Day. All are welcome to Huashan Cultural and Creative Park again from November 8 to 10 to show their support for Taiwan’s tourism.