The Taiwan Tourism Administration (TTA) has wrapped up a three-city trade roadshow across Australia and New Zealand, engaging more than 225 travel industry professionals across Sydney, Melbourne and Auckland. The roadshows ran from 17 to 25 June and brought together airlines, hotels, travel agencies and cultural organisations to showcase Taiwan's diverse, year-round tourism offerings.
Campaign Theme and Positioning
Staged under the campaign theme "Taiwan, Never Sleeps," the roadshows highlighted Taiwan's around-the-clock appeal—from vibrant breakfast culture and morning markets to Michelin-recognised dining, legendary night market street food and a thriving urban nightlife scene. The series formed part of Taiwan Tourism Brand 3.0, "TAIWAN - Waves of Wonder," reinforcing Taiwan's positioning as a multi-layered, high-quality destination for travellers from the region.
Visitor Growth from Australia and New Zealand
Visitor numbers from both markets continued to grow strongly in 2025. Australia recorded 125,288 arrivals to Taiwan—an increase of 11.32% year-on-year—while leisure travel grew at an even faster pace, rising 16.63%. New Zealand contributed 18,242 arrivals, up 6.97%, with leisure travel climbing 10.4%.
Taiwan currently operates 21 direct flights per week to and from Australia and New Zealand, providing travellers with convenient access to the island. Research indicates that travellers from both markets place a high value on cultural experiences and culinary exploration, areas in which Taiwan continues to excel.
B2B Matchmaking and Trade Engagement
Each roadshow featured structured one-on-one business meeting sessions ahead of the main evening event, giving Australian and New Zealand product managers direct access to Taiwanese travel industry partners. Participants included leading online travel agencies (OTAs), independent and chain travel agencies, inbound and outbound tour operators, tourism associations and travel trade media.
Sessions focused on itinerary development, themed product design and channel partnerships—generating tangible commercial outcomes and broadening the distribution network for Taiwan tourism products across the region.
Cultural Highlights
Each event featured live performances and hands-on cultural activities designed to give trade attendees a genuine feel for Taiwan's creative heritage. Performing group Mooz brought the island's stories to life through the traditional Yueqin (moon lute), while celebrated paper artist Hung Hsin-Fu showcased Taiwan's biodiversity through intricate ecological origami. Guests participated in a tile-painting workshop with SanHe Tile Kiln—a century-old heritage brand rooted in traditional Taiwanese architecture—and crafted their own floral-fabric sky lanterns as an introduction to Taiwan's blessing traditions and everyday culture.
Official Statement
"The roadshow reinforced the strength of our partnerships across Australia and New Zealand and created meaningful new opportunities for product development and distribution. Taiwan's combination of safety, accessibility, culinary depth and natural spectacle continues to resonate strongly with travellers from both markets, and we look forward to welcoming even more visitors in the year ahead," said the Taiwan Tourism Administration.
About Taiwan
Taiwan offers Australian and New Zealand travellers an exceptional blend of dramatic mountain scenery, Pacific coastline, world-class cycling, vibrant cities and a food culture recognised by Michelin and celebrated globally. With visa-free entry for Australian and New Zealand passport holders, direct air connectivity and a reputation for safety and hospitality, Taiwan is one of Asia's most accessible and rewarding short-haul destinations.
