Taiwan Tourism Market

Visitors to Taiwan

In 2017, Taiwan recorded a total of 10,739,601 visitor arrivals, up 0.46% from 2016. Tourist visits totaled 7,648,509(71.22%), up 1.16% from 2016, following by business visits(6.93%).

Major Indices of the Inbound Visitors in Taiwan in 2017

Index 2017 2016 2017 versus 2016
Number of arrivals of visitors to Taiwan 10.74 million 10.69 million
Tourism foreign exchange receipts(excluding international flight tickets) NT$ 374.9 billion US$ 12.315 billion NT$ 433.2 billion US$ 13.374 billion
Average expenditure per person per visit to Taiwan US$ 1,147 US$ 1,251
Average length of stay of visitors to Taiwan 6.39 nights 6.49 nights
Average expenditure per person per day for visitors to Taiwan US$ 179.45 US$ 192.77
Number of visits to Taiwan for tourism 7.65 million 7.65 million
Average expenditure per person per day for tourist visits US$ 184.44 US$ 197.65
Number of visits to Taiwan for business 740,000 visitors 730,000 visitors
Average expenditure per person per day for business visits US$ 215.92 US$ 220.21
Overall satisfaction of inbound visitors as a percentage of the total 98% 98% Remained constant
Ratio of repeat visitors to Taiwan 41% 37%

In 2017, visitor arrivals increased from all major source markets except for Mainland China. South Korea was the fastest growing source market for the fifth consecutive year. Malaysia and Europe ranked second and third, respectively.

Taiwan's Major Tourism Source Markets in 2017

According to the findings of the Tourism Bureau's "R.O.C. 2017 Survey Report on the Consumption and Activity of Visitors to Taiwan," 46% of visitors traveled to Taiwan independently and, after arriving, did not request local travel agencies to arrange any travel activities; 31% self-planned their itineraries but requested travel agencies to arrange accommodation (and/or book flights); and 19% joined package tours arranged by travel agencies.
        The main attractions that drew visitors to Taiwan were culinary fare (fine food or special snacks) and scenic landscapes, and their main activities in Taiwan were shopping, going to night markets, and visiting historic sites. The survey indicated that visitors' deepest impressions of Taiwan were its scenic spots, food & cuisine and friendly people.

Visitors' Deepest Impressions of Taiwan

The main tourist spots they visited, in order of popularity, were: night markets (84% of visitors) and Taipei 101 (56%). The places they visited and liked the best were Kenting National Park, Sun Moon Lake, Taroko Gorge/Tianxiang, and Jiufen.

Breakdown of Average Spending by Inbound Visitors to Taiwan in 2017

In 2017, the average spending by visitors to Taiwan fell by 6.91% to US$179.45 per person per day. The fall was due to lower numbers of visitors from mainland China, depreciation of the Japanese yen, and an increase in independent travel. Foreign exchange earnings from tourism for the year are estimated to have been US$12.315 billion (down 7.92%), while earnings denominated in New Taiwan dollars fell by 13.26% to NT$374.9 billion.

Breakdown of Average Spending by Inbound Visitors to Taiwan in 2017

Domestic Travel

Major Indices of R.O.C. Citizens' Domestic Tourism Trips in 2017

Items 2017 2016 2017 versus 2016
Ratio of citizens who took domestic tourism trips 91.0% 93.2%
Average number of trips per person 8.70 trips 9.04 trips
Total number of citizens' domestic tourism trips 183,449,000 trips 190,376,000 trips
Average length of stay per trip 1.49 days 1.44 days
Percentage who took tourism trips on holidays 69.4% 68.8%
Overall level of satisfaction with tourism trips 97.5% 97.3%
Average tourism trip spending per person per day NT$ 1,471 US$ 48.25 NT$ 1,449 US$ 44.87
Average spending per person per tourism trip NT$ 2,192 US$ 71.90 NT$ 2,086 US$ 64.60
R.O.C. citizens' total spending on domestic tourism trips NT$ 4,021 billion US$ 131.90 billion NT$ 3,971 billion US$ 122.97 billion
Note:
  • The survey was conducted on citizens aged 12 and above.
  • The ratio of citizens who took domestic tourism trips refers to the percentage of the whole population who took at least one domestic tourism trip during the whole year.
  • The average tourism trip spending per person per day = the average consumption spending per person per trip ÷ the average length of stay (days) per person per trip.
  • The NT$-US$ exchange rate averaged 30.485 in 2017 and 32.292 in 2016.
Note:
  • The survey was conducted on citizens aged 12 and above.
  • The ratio of citizens who took domestic tourism trips refers to the percentage of the whole population who took at least one domestic tourism trip during the whole year.
  • The average tourism trip spending per person per day = the average consumption spending per person per trip ÷ the average length of stay (days) per person per trip.
  • The NT$-US$ exchange rate averaged 30.485 in 2017 and 32.292 in 2016.

According to the findings of the "2017 Survey of Travel by R.O.C. citizens," R.O.C. citizens made 183.45 million domestic trips in 2017 (down 3.64%) as a significant appreciation of the New Taiwan dollar (NTD) and cheap plane tickets encouraged people to travel abroad.

        Of the total number of domestic trips, 69% were weekend or holiday trips and 31% were weekday trips. Nearly 90% of the domestic trips were self-planned. The main factors considered in choice of destinations were, in order of importance, ease of travel, quality of food, curiosity to visit an unfamiliar place, and special events or activities.

        In 2017, total spending on domestic tourism is estimated to have been NT$ 402.1 billion (up 1.26%), or an average of NT$2,192 per person per trip (up 5.08%).

Breakdown of Domestic Travel Spending

Visitor Trends at Major Tourism Attractions

Since 2001, the Tourism Bureau has collected statistics from subsidiary units on the number of visitors at major tourism and recreation attractions to understand visitor trends at these attractions as a reference for policy planning. According to the data, the 307 tourism and recreation attractions covered received 85,066,418 visitors in 2017.

        In terms of attraction type, more than half of the sites in the "temple" and "other" categories (e.g. the Pier-2 Art Center) saw an increase in number of visitors in 2017. Visitor numbers increased in over 40% of the sites in the categories of national parks, national scenic areas, and forest recreation areas, while visitor numbers at beaches fell from the year before.

        Broken down by region, approximately 60% of the tourism attractions in northern, central, and eastern Taiwan saw visitor numbers fall, while nearly 60% of such sites in southern Taiwan and a majority of outlying island areas had positive growth.

Number of Major Tourism and Recreation Sites (2016-17)

Note:
  • North: Yilan County, Keelung City, Taipei City, New Taipei City, Taoyuan City, Hsinchu City, Hsinchu County, Miaoli County
  • Central: Taichung City, Changhua County, Nantou County
  • South: Yunlin County, Chiayi City, Chiayi County, Tainan City, Kaohsiung City, Pingtung County
  • East: Hualien County, Taitung County
  • Outlying Island: Lienchiang County, Kinmen County, Penghu County

Visitor Trends at Major Tourism and Recreation Attractions in Taiwan in 2017

Visitor Trends at Major Tourism and Recreation Attractions in Taiwan by Region in 2017