Aim for 10 million tourist arrivals still the ministry's ambition this year
Taiwan's tourism sector is witnessing a significant revival, with both targeted international campaigns and responsive domestic strategies aiming to redefine its appeal in the post-pandemic travel landscape.
Inbound Tourism Trends
Taiwan expects over 9 million international visitors in 2025, with official targets set at 10 million, marking a substantial recovery from the pandemic-era decline. The first half of 2025 saw over 4.19 million visitors, a 10% increase year-on-year, suggesting growing momentum.
The top five sources in the first half of 2025 were Japan, Hong Kong and Macau, South Korea, the US, and the Philippines. Arrivals from the US and the Philippines are growing due to increased flight capacity and streamlined visa procedures, while Japan and South Korea benefit from celebrity endorsements and stronger bilateral ties. However, arrivals from Hong Kong and Macau have declined slightly, possibly due to the yen’s weakness and shifting travel preferences.
While direct tourism from mainland China remains limited due to political factors, tens of thousands of Chinese have visited Taiwan via third countries, primarily for professional and academic exchanges.
Visitors from Northeast Asia, Southeast and South Asia, China, Hong Kong and Macau, as well as Europe and North America, each make up about 30% of total arrivals, indicating a diverse global appeal. December traditionally sees the highest monthly arrivals, with another surge in March.
Promotional Strategies for Inbound Tourism
Taiwan is rolling out new themed railway tours, notably targeting train enthusiasts from Taiwan and Japan. Such niche promotions aim to attract repeat visitors and higher-spending tourists. The government is increasing flight capacity and simplifying visa processes, particularly for the US and Philippine markets, to remove barriers to entry. Celebrity endorsements and government-level tourism agreements, especially with Japan and South Korea, are helping to sustain and grow these key markets. To compensate for limited leisure tourism from China, Taiwan is fostering more professional and academic exchange programs, which also contribute to visitor numbers.
Domestic Tourism Trends
Domestic tourism reached an all-time high of 222 million trips in 2024, surpassing both 2023 and pre-pandemic (2019) levels. This reflects a robust recovery and a shift in travel behavior among Taiwanese residents. Approximately 75% of domestic trips in 2024 were single-day excursions, up from 66% before the pandemic. The popularity of “light travel” (short, flexible trips) is shaping the domestic market, though this trend puts pressure on traditional accommodation providers.
Promotional Strategies for Domestic Tourism
The administration is capitalizing on the “light travel” trend by promoting easy-to-plan, affordable day trips across the island. Taiwan’s efficient transportation network is being leveraged to support themed tourism and make domestic travel more accessible. To counter the dominance of day trips, the government is introducing campaigns and packages that incentivize overnight stays, supporting the broader hospitality sector.
Summary
| Aspect | Inbound Tourism | Domestic Tourism | |-----------------------|-------------------------------------------|--------------------------------------| | 2025 Target | 10 million (9+ million likely) | N/A (already exceeding pre-pandemic) | | Growth Drivers | Flight/visa ease, niche themes, exchanges | “Light travel,” infrastructure | | Key Markets | Japan, US, Philippines, S. Korea | Island-wide, urban-rural | | Trends | Diversification, seasonal peaks | Surge in day trips, overnight push | | Promotions | Themed tours, celebrity endorsements | Day trip packages, overnight deals |
Taiwan's tourism sector is poised for a strong comeback, with both inbound and domestic travel showing promising trends. The administration is actively promoting unique travel experiences and themed itineraries to attract visitors, while also responding to the trend of short, flexible trips by promoting easy-to-plan, affordable day trips. The government is also working to encourage longer stays to support the domestic tourism industry and accommodation sector.
In the post-pandemic landscape, Taiwan is focusing on diversifying its appeal, leveraging travel themes such as themed railway tours for train enthusiasts from Taiwan and Japan, to attract higher-spending tourists. The government is also simplifying visa processes and increasing flight capacity, particularly for the US and Philippine markets, to boost inbound tourism.
Amidst this revival, Taiwanese residents are showing a shift in travel behavior, with a growing preference for "light travel" or short, flexible trips, as evidenced by the 75% increase in single-day domestic trips in 2024. To cater to this trend, the administration is promoting easy-to-plan, affordable day trips across the island, and incentivizing overnight stays to support the broader hospitality sector.
