Sydney kicks off the series with enthusiastic response, showcasing Taiwan’s rich cultural and diverse travel experiences.
As the global tourism market continues its strong recovery, Taiwan’s outbound travel demand from Australia and New Zealand is steadily increasing.
Capitalising on this momentum, the Taiwan Tourism Administration (TTA) under the Ministry of Transportation and Communications has partnered with travel agencies, hotels, airlines and cultural groups to host a series of Taiwan Tourism Roadshows in Sydney, Melbourne and Auckland from 17 to 25 June.
The events highlight Taiwan’s safe, convenient and diverse tourism offerings to the Oceania market.
First stop: Sydney
The delegation arrived in Sydney, the first stop of the tour, on 18 June. A total of 89 local travel industry representatives attended the event, followed by an energetic B2B travel mart in the afternoon.
Through one-on-one meetings, Taiwanese and Australian partners engaged in in-depth discussions aimed at strengthening product development and expanding distribution channels for Taiwan travel products in the local market.
According to market observations, Australian outbound travel in 2025 recovered to 104 per cent of pre-pandemic levels, while New Zealand reached 101 per cent, reflecting stable and sustained growth.
Amid intense competition within the Asia-Pacific tourism landscape, Taiwan continues to stand out with its unique combination of safety, convenience, breathtaking natural scenery and vibrant cultural diversity, offering strong competitive advantages and significant growth potential.
Statistics from TTA show that Taiwan welcomed 125,288 visitors from Australia in 2025, representing an 11.32 per cent increase compared with 2024.
Visitors travelling for leisure purposes recorded an even stronger growth of 16.63 per cent. Arrivals from New Zealand reached 18,242, up 6.97 per cent, while leisure travel increased by 10.4 per cent.
Currently, there are 21 direct flights per week connecting Taiwan with Australia and New Zealand, further enhancing accessibility. The TTA noted that travellers from both markets have a strong interest in cultural immersion and culinary exploration, making Taiwan’s rich traditions, distinctive cuisine and friendly atmosphere particularly appealing.
Celebrating trade and tourism cooperation
In his opening remarks, director general Cheng-Wei Wu of Taipei Economic and Cultural Office in Sydney highlighted the close cooperation between Taiwan and Australia in trade and tourism.
He noted that the delegation’s visit demonstrates a strong commitment to deepening bilateral exchanges. As a key gateway to the Oceania market, Sydney continues to serve as an important bridge between Taiwan and Australian tourism industries.
Through face-to-face engagement, both sides can work together to develop innovative products and create new opportunities that encourage more Australians to visit Taiwan.
Yi-Ping Huang, chief of international affairs division of the Taiwan Tourism Administration, also emphasised the importance of the Taiwan Tourism Information Centre (TTIC) in Sydney, which officially opened last year to provide timely and comprehensive tourism information about Taiwan.
She encouraged industry partners to make full use of the centre and work together to achieve mutual benefits. Huang added that, beyond its abundant tourism resources, Taiwan possesses profound local traditions and artisanal heritage.
Through the TTIC, the Australian travel trade can gain a deeper appreciation of Taiwan’s many facets and encourage more international travellers to experience the unique charm of the island.
Diverse travel experiences
This year highlights Taiwan as a destination that offers vibrant experiences around the clock and throughout all four seasons.
From bustling morning markets and breakfast culture to night markets, Michelin-recognised cuisine and dynamic urban nightlife, Taiwan presents a rich variety of travel experiences.
Combined with a safe, convenient and welcoming environment, Taiwan appeals not only to first-time visitors but also to those seeking deeper exploration and repeat visits, further reinforcing its image as a premium travel destination.
On the business side, the event strengthened B2B networking opportunities by bringing together leading online travel agencies (OTAs), independent and chain travel agencies, outbound and inbound operators, tourism associations and travel trade media from Australia and New Zealand.
To facilitate meaningful engagement, dedicated one-on-one meetings were arranged prior to the main event, allowing Taiwanese delegates to connect directly with local product managers.
Discussions focused on itinerary development, themed product design and channel cooperation, helping to generate tangible business opportunities and expand the visibility and distribution of Taiwan travel products in the market.
The event also featured a variety of performances and hands-on cultural experiences that showcased Taiwan’s soft power and cultural richness.
Performing group Mooz captivated attendees with the soothing sounds of the yue-qin, telling stories inspired by Taiwan’s landscapes and heritage.
Renowned paper artist Hung Hsin-Fu demonstrated Taiwan’s biodiversity through intricate ecological origami creations.
Historic ceramic brand Sanhe Tile Kiln presented a ‘Chinese Zodiac Coaster’ painting workshop inspired by traditional Taiwanese architectural aesthetics, while a floral-fabric sky lantern DIY activity allowed participants to experience Taiwan’s blessing traditions and everyday culture firsthand.
TAIWAN – Waves of Wonder
The Australia and New Zealand promotional series continues to embody the spirit of Taiwan’s tourism brand 3.0, “TAIWAN – Waves of Wonder,” while presenting a diverse and layered range of travel experiences.
TTA noted that these exchanges not only strengthen existing partnerships but also create fresh momentum for future product development and channel expansion.
Through localised marketing strategies, Taiwan aims to further consolidate its position and influence within the Asia-Pacific tourism market and invite more travellers from Australia and New Zealand to experience the island’s hospitality and round-the-clock charm.
The delegation will continue to Melbourne on 22 June for the second Taiwan Tourism Roadshow, followed by a series of events in Auckland, New Zealand.
Through ongoing promotional activities and business matching sessions, Taiwan hopes to deepen cooperation with the Oceania travel trade, enhance brand visibility and further expand its presence in the region.
2026 Taiwan Tourism Roadshow in Australia & New Zealand
Sydney Taiwan Tourism Roadshow
- Date & Time: Thursday, 18 June 2026, 16:30–20:30
- Venue: Hyatt Regency Sydney (161 Sussex Street, Sydney)
Melbourne Taiwan Tourism Roadshow
- Date & Time: Monday, 22 June 2026, 16:30–20:30
- Venue: Park Hyatt Melbourne (1 Parliament Square, off Parliament Place, Melbourne)
Auckland Taiwan Tourism Roadshow
- Date & Time: Wednesday, 24 June 2026, 16:30–20:30
- Venue: JW Marriott Auckland (22–26 Albert Street, Auckland)
