Attracting Visitors with Targeted Outreach
Raising Visibility with Annual Tourism Ambassadors
Taiwan introduced tourism ambassadors in multiple markets to promote Taiwan tourism. In South Korea, renowned Super Junior member Kyu-hyun was invited to serve as a tourism ambassador; in Japan, acclaimed actor Satoshi Tsumabuki was appointed; in Malaysia, actress Nabila Razali was invited to represent Taiwan tourism; in Indonesia, Mikha Tambayong Mahenra became the market's first Taiwan tourism ambassador; and in Thailand, popular Channel 3 actor Teeradetch Metawarayut (Alek) was appointed as Taiwan tourism ambassador. Through the appointment of these ambassadors, Taiwan continued to generate sustained public interest and discussion around Taiwan tourism.
International Travel Exhibitions - Marketing Taiwan
International Promotional Activities
North America
Europe
Australia & New Zealand
Japan
South Korea
Singapore
India
Malaysia
Philippines
Thailand
Vietnam
China
Hong Kong, Macao
Diversified Marketing to Attract Global Visitors
Continuing the "Accelerated and Expanded Inbound Tourism Promotion Program"
From 2023 to 2025, Taiwan implemented group-tour incentive measures and a consumer spending lottery program offering NT$5,000 prizes to independent travelers, strengthening incentives for international visitors to travel to Taiwan. A total of 6.53 million people registered for the independent traveler consumer spending lottery, with South Korea, Hong Kong, Japan, Malaysia, and Thailand ranking as the top five source markets. During the same period, approximately 58,000 group tours applied for the group-tour incentive program, covering around 1.01 million participants. In 2025 alone, approximately 23,000 group tours applied for the incentive program, covering around 370,000 participants.
2025 Taipei International Travel Fair
The 2025 Taipei International Travel Fair was held from November 7 to 10, welcoming 85 international buyers from 19 countries to Taiwan. The design of the Taiwan Pavilion connected the imagery of Taiwan's mountains and seas: the main stage showcased Taiwan's majestic mountain landscapes, while the service counter featured a flowing, ocean-inspired design. The pavilion engaged visitors' five senses through visual displays, soundscapes, scents, and AR interactive experiences, immersing them in the tranquil daily life of Taiwan's mountain environments and vibrant marine ecosystems. The pavilion received the Best Pavilion Award from the event organizer.
