Taiwan tourism is gaining fresh momentum in the Oceania market after a multi-city industry roadshow across Sydney, Melbourne and Auckland highlighted the destination’s growing appeal. With stronger trade links, expanding air access and a renewed focus on culture, food and nightlife, Taiwan is positioning itself as a compelling Asia trip for travellers from Australia and New Zealand.
The latest push was led by the Taiwan Tourism Administration, which brought together airlines, hotels, tour operators, travel agencies and tourism organisations to build new commercial partnerships. The programme formed part of the wider “Taiwan – Waves of Wonder” strategy, designed to show travel sellers that Taiwan offers much more than a short city break: it delivers year-round experiences spanning heritage, gastronomy, nature and urban energy.
Taiwan tourism roadshow targets Australia and New Zealand
Held from June 17 to June 25, the roadshow drew more than 225 travel trade professionals from both markets. The aim was practical as much as promotional: help Taiwanese suppliers meet overseas buyers directly and turn interest into bookable products.
Through networking and scheduled business sessions, participants explored ways to:
- develop new Taiwan itineraries for leisure travellers
- expand package holidays and tailor-made trips
- improve distribution through travel advisors and online agencies
- create themed products focused on food, culture and local experiences
- build longer-term partnerships across the travel trade
For Taiwan tourism, this matters because travel advisors and wholesalers continue to influence long-haul booking decisions, especially for destinations competing across the Asia-Pacific region.
Why the Oceania market matters
Australia and New Zealand remain valuable long-haul source markets. According to figures shared by the tourism authority, Taiwan welcomed 125,288 visitors from Australia in 2025, up 11.32% year on year. Leisure arrivals from Australia rose even faster, increasing 16.63%.
New Zealand also posted growth. Taiwan received 18,242 visitors from the market, up 6.97%, while leisure arrivals increased by 10.4%. Those numbers suggest Taiwan tourism is resonating with travellers looking for authentic cultural breaks, food-led itineraries and easier access to Asia.
Read more: Ireland travel news today | best Ireland tourism updates
Taiwan tourism spotlights culture, cuisine and nightlife
A central message of the campaign was that Taiwan is a destination with appeal from morning to midnight. Under the “Taiwan, Never Sleeps” promotional theme, the country was presented as a place where breakfast culture, daytime exploration, evening dining and late-night markets form one seamless travel experience.
Instead of relying only on classic sightseeing, the roadshow emphasized the breadth of what visitors can do, including:
- exploring local breakfast traditions and street markets
- dining at Michelin-recognised restaurants
- discovering famous night markets
- visiting cultural districts and creative neighbourhoods
- enjoying shopping and entertainment after dark
This approach aligns with Taiwan Tourism Brand 3.0, which promotes the island as a destination rich in seasonal and all-day experiences. For modern travellers, especially independent holidaymakers, that mix of convenience, authenticity and variety can be a major selling point.
Hands-on cultural experiences boost destination appeal
Beyond trade meetings, the roadshow gave delegates a closer look at Taiwan’s living culture. Attendees were introduced to traditional Yueqin music and participated in activities such as ecological origami, tile painting and sky lantern making.
These interactive elements are important for Taiwan tourism because travel sellers are more likely to recommend a destination when they understand its experiences first-hand. They also reinforce Taiwan’s image as a place where heritage and creativity are not confined to museums but woven into the visitor journey.
Air connectivity is helping Taiwan tourism grow
One of the strongest foundations for future growth is improved access. The Taiwan Tourism Administration said there are currently 21 direct weekly flights linking Taiwan with Australia and New Zealand. For long-haul travellers, direct air services can make a decisive difference when comparing destinations.
Better connectivity supports several important trends:
- more flexible independent travel planning
- stronger group and escorted tour development
- easier packaging for airlines and tour operators
- greater potential for repeat visits and business travel
As more travel companies build Taiwan products around food, festivals, urban breaks and scenic escapes, flight access gives the market a stronger commercial base.
Explore more: luxury Ireland travel inspiration | top Ireland destination stories
Food tourism remains a major advantage
Food continues to be one of the most powerful drivers of international interest in Taiwan tourism. Travellers from Australia and New Zealand are increasingly drawn to destinations where dining is part of the cultural experience, and Taiwan has a strong advantage on that front.
Its culinary offer stretches from acclaimed fine dining and regional specialities to tea culture, local cafés and iconic street food. Combined with vibrant night markets and seasonal food events, the destination can appeal to both first-time visitors and repeat travellers looking to go deeper.
In a competitive Asian tourism landscape, food helps Taiwan stand out not just as a place to see, but as a place to taste, explore and return to.
What this means for the wider travel industry
The roadshow signals a long-term strategy rather than a short-term marketing burst. Taiwan tourism is focusing on trade relationships that can generate sustained bookings, more specialised itineraries and broader awareness across key overseas markets.
That matters for airlines, travel advisors, wholesalers and destination specialists looking to diversify Asia offerings. Taiwan can fit multiple travel trends at once: cultural immersion, city breaks, culinary travel, soft adventure and multi-stop regional holidays.
FAQ: Taiwan tourism and the Oceania market
Why is Taiwan promoting itself in Australia and New Zealand?
Taiwan sees both countries as important long-haul source markets with growing interest in leisure travel, culture and food-focused holidays.
How many direct flights connect Taiwan with Australia and New Zealand?
There are currently 21 direct flights per week linking Taiwan with the two markets, according to the tourism authority.
What experiences is Taiwan highlighting most?
Key themes include cultural heritage, night markets, cuisine, shopping, creative districts and all-day urban experiences.
Did visitor numbers increase?
Yes. Taiwan reported growth from both Australia and New Zealand in 2025, including stronger gains in leisure arrivals.
Conclusion
Taiwan tourism is clearly building stronger foundations in Australia and New Zealand through better trade ties, direct flights and a sharper destination message. By promoting its culture, cuisine, nightlife and hands-on experiences together, Taiwan is presenting itself as one of Asia’s most rounded and accessible travel choices. For travellers and the industry alike, the takeaway is simple: Taiwan tourism is no longer a niche option in Oceania—it is becoming a serious growth story.
