Taiwan Tourism Showcases Year-Round Experiences in Australia and New Zealand - Get updated on what's happening in tourism!

The Taiwan Tourism Administration (TTA) has successfully completed a three-city trade roadshow across Australia and New Zealand, bringing together more than 225 travel industry professionals in Sydney, Melbourne and Auckland. Held from 17 to 25 June, the events connected Taiwanese tourism partners with airlines, hotels, travel agencies and industry representatives to promote the destination's diverse tourism experiences throughout the year.

Presented under the campaign theme "Taiwan, Never Sleeps," the roadshows formed part of the Taiwan Tourism Brand 3.0 initiative, "TAIWAN – Waves of Wonder." The programme highlighted the island's vibrant lifestyle, from its celebrated breakfast culture and bustling morning markets to Michelin-recognised restaurants, world-famous night markets and dynamic nightlife.

Visitor numbers continue to rise

Taiwan recorded strong growth in arrivals from both Australia and New Zealand during 2025. Visitor numbers from Australia reached 125,288, representing an increase of 11.32 percent compared with the previous year, while leisure travel grew even faster at 16.63 percent. New Zealand contributed 18,242 visitors, up 6.97 percent year on year, with leisure travel increasing by 10.4 percent.

The destination is currently served by 21 direct flights each week linking Taiwan with Australia and New Zealand, providing convenient access for travellers. According to the Taiwan Tourism Administration, visitors from both markets continue to show strong interest in authentic cultural experiences and culinary tourism, two of the country's key strengths.

Business meetings expand tourism opportunities

Each stop on the roadshow began with structured business-to-business meetings, enabling Australian and New Zealand product managers to meet directly with Taiwanese tourism suppliers. The sessions brought together online travel agencies, retail and wholesale travel companies, inbound and outbound tour operators, tourism associations and travel trade media.

Discussions focused on new itineraries, themed travel products and distribution partnerships, helping to broaden commercial opportunities and strengthen Taiwan's presence across the regional travel market.

Taiwanese culture takes centre stage

Alongside business networking, each event offered participants an introduction to Taiwan's cultural heritage through live performances and interactive workshops.

Musical group Mooz performed traditional pieces using the Yueqin, or moon lute, while paper artist Hung Hsin-Fu demonstrated Taiwan's rich biodiversity through intricate ecological origami. Guests also joined a tile-painting workshop hosted by the century-old SanHe Tile Kiln and created floral-fabric sky lanterns inspired by Taiwan's long-standing blessing traditions.

Strong partnerships support future growth

"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," the Taiwan Tourism Administration said.

According to the organisation, the roadshow further strengthened relationships with the travel trade while reinforcing Taiwan's position as a year-round destination offering a blend of culture, gastronomy, nature and urban experiences for visitors from Australia and New Zealand.

Image Credit: © Taiwan Tourism Administration