TAIPEI, Taiwan – May 15, 2025 – The Taiwan Tourism Administration of the Ministry of Transportation and Communications completed a series of significant tourism promotion events in Rome and Milan earlier this week, on May 13 and 14, respectively. The initiative aimed to bolster Taiwan's presence in the European inbound tourism market, with a specific focus on attracting Italian visitors.
The two events successfully drew nearly 100 Italian travel trade professionals and media representatives. Attendees experienced facets of Taiwanese culture, including tea ceremonies and a creative diabolo (Chinese yo-yo) performance, alongside B2B networking sessions designed to foster direct industry connections. These showcases highlighted Taiwan's rich cultural heritage and diverse tourism appeal.
Director-General Chou Yung-Hui, who led the Taiwanese delegation, addressed attendees at both events. He emphasized Taiwan’s high regard for the Italian market and extended a sincere invitation for Italians to visit. Chou noted Italy's renowned seafood cuisine, drawing parallels with Taiwan's own diverse and affordable seafood offerings. He described Taiwan as a land of hospitality, where bubble tea is a common gesture of welcoming guests to Taiwan. Further, Director-General Chou outlined Taiwan's year-round travel attractions, such as spring lantern festivals incorporating AI and art, summer coastal railway journeys, autumn cycling routes, and winter hot springs, alongside signature events like the Taiwan Lantern Festival.
Taiwan’s Representative to Italy, Ambassador Tsai Yun-Chung, attended the event in Rome. In his address, Ambassador Tsai characterized Taiwan as a modern island that combines high-tech development with its rich multicultural background, positioning it as a promising partner for economic and trade cooperation. He suggested the promotional events signified a deepening of Taiwan-Italy bilateral relations, potentially paving the way for future collaborations in tourism, culture, and commerce.
A key component of the events involved one-on-one business matchmaking sessions, which facilitated discussions for potential cooperation between Taiwanese and Italian travel operators. Italian industry representatives reportedly expressed keen interest in Taiwan’s tourism products, with some indicating an intent to include Taiwan in future travel packages. They also voiced a need for more timely and practical travel information to support their promotional activities.
The promotional efforts were further enhanced by authentic cultural experiences. A tea tasting area was featured at both locations, and in Milan, attendees also sampled Taiwanese bubble tea and wheel cakes. The diabolo performance, an innovative take on tradition, received strong positive feedback. The events culminated in a lucky draw for round-trip air tickets to Taiwan, sponsored by airlines. An additional incentive offers a chance to win a cash prize for guests participating in related activities before September 30, 2025.
These promotional activities are timely, as the Taiwan Tourism Administration noted that Italy became the fifth largest source of European travelers to Taiwan in 2024. The events also build on the revised Air Services Agreement signed between Taiwan and Italy on March 5, 2025. This agreement significantly increases the potential for total weekly passenger flights from 7 to 19, adds Venice as a new direct destination, and grants fifth freedom rights for cargo services, which allow an airline to carry passengers or cargo between two foreign countries as part of a service connecting the airline's own country. Currently, EVA Air operates four weekly direct flights to Milan, while China Airlines offers three weekly flights to Rome.
Looking forward, the Taiwan Tourism Administration plans to continue integrating public and private sector resources, adopt diversified marketing strategies, expand air route networks, and enhance industry cooperation to strengthen Taiwan’s competitiveness in the European tourism market.
