The Taiwan Tourism Melbourne roadshow builds on Sydney Momentum to Deepen Taiwan–Australia Tourism Cooperation.
As the global tourism market continues its strong recovery, 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.
Under the theme “Taiwan Never Sleeps”, the campaign showcases Taiwan as a safe, convenient and diverse destination for the Oceania market, highlighting its round-the-clock travel experiences.
Taiwan takes Melbourne
The delegation arrived in Melbourne on 22 June, the second stop of the tour, where nearly 70 local travel industry representatives from Victoria State attended the event.
A B2B travel mart was also held in the afternoon, facilitating in-depth one-on-one discussions to further strengthen product development and commercial cooperation for Taiwan’s travel offerings in the local market.
According to market observations, Australian outbound travel in 2025 has recovered to 104 per cent of pre-pandemic levels, while New Zealand has rebounded to 101 per cent, reflecting stable growth momentum.
In the highly competitive Asia-Pacific tourism landscape, Taiwan continues to stand out with its unique combination of safety, convenience, rich natural landscapes and cultural diversity, demonstrating strong differentiation and growth potential.
TTA statistics show that Taiwan welcomed 125,288 visitors from Australia in 2025, a 11.32 per cent increase compared with 2024. Leisure arrivals grew even more strongly by 16.63 per cent.
Visitors from New Zealand reached 18,242, up 6.97 per cent, with leisure travel increasing by 10.4 per cent. At present, there are 21 direct flights per week between Taiwan and Australia and New Zealand, further enhancing connectivity.
The TTA noted that travellers from both markets show strong interest in cultural immersion and culinary exploration, making Taiwan’s heritage, cuisine and friendly atmosphere key attractions.
Strengthening tourism partnerships
Director of the Taipei Economic and Cultural Office in Melbourne, Ray Lu, noted that Australian travellers are increasingly seeking authentic and in-depth experiences in addition to safety and convenience.
He highlighted that Australians are adventurous and culturally curious, and Taiwan is well positioned to meet these expectations through offerings such as cycling tourism, outdoor activities, urban exploration, and immersive night market culture.
He expressed hope for continued strengthening of Taiwan–Australia tourism partnerships to unlock further exchange and commercial opportunities.
Chief of the International Affairs Division at the Taiwan Tourism Administration, Yi-Ping Huang, emphasised that nearly 70 per cent of Australian visitors to Taiwan travel for leisure purposes, underscoring the market’s strong potential.
She noted that although Taiwan is compact in size, it offers an exceptional concentration of mountain and sea landscapes, cultural experiences, gastronomy, and festival activities.
These attributes make Taiwan highly attractive for travellers seeking in-depth travel experiences, and she expressed hope for continued collaboration with the Australian travel trade to expand inbound tourism opportunities.
A year-round destination
Under the theme “Taiwan Never Sleeps,” this year’s promotional effort highlights Taiwan as a 24-hour, year-round destination.
From early morning markets and breakfast culture to night markets, Michelin-recognised dining, and vibrant urban nightlife, Taiwan offers a continuously evolving travel experience.
Combined with a safe, convenient and welcoming environment, Taiwan appeals not only to first-time visitors but also to repeat and long-stay travellers, further strengthening its positioning as a high-quality destination.
On the business side, the event strengthened B2B engagement by bringing together major online travel agencies (OTAs), independent and chain travel agents, outbound and inbound operators, tourism associations, and trade media from Australia.
Prior to the main event, dedicated one-on-one meetings were arranged between Taiwanese delegates and local product managers, focusing on itinerary development, themed product design, and distribution partnerships.
These discussions are expected to generate tangible commercial outcomes and expand the visibility and reach of Taiwan travel products in the region.
Immersive cultural experiences
The Melbourne event also featured cultural performances and interactive workshops showcasing Taiwan’s soft power.
The performance group “Mooz” presented evocative yueqin music that narrates stories of Taiwan’s landscapes and heritage. Paper art master Hung Hsin-Fu demonstrated ecological origami reflecting Taiwan’s biodiversity.
The century-old Sanhe Tile Kiln offered a “Twelve Zodiac Coaster” painting workshop inspired by traditional Taiwanese architectural aesthetics. Participants also engaged in floral fabric sky lantern DIY activities, experiencing Taiwan’s blessing culture and everyday traditions firsthand.
TTA also offered the prize of a round-trip economy class ticket with China Airlines, won by Jenni Park of It’s All About Travel.
The 2026 Australia and New Zealand promotional series continues to embody Taiwan Tourism Brand 3.0, “TAIWAN – Waves of Wonder,” presenting diverse and layered travel experiences.
The TTA noted that these engagements not only strengthen existing partnerships but also create momentum for future product development and distribution expansion.
Through continued localisation strategies, Taiwan aims to further enhance its visibility and positioning in the Asia-Pacific tourism market, encouraging more travellers from Australia and New Zealand to experience its round-the-clock charm and hospitality.
2026 Taiwan Tourism Roadshow
Following the Melbourne event, the delegation will proceed to Auckland for the third Taiwan Tourism Roadshow, continuing efforts to deepen cooperation with the Oceania travel trade and expand Taiwan’s market presence in the region.
2026 Taiwan Tourism Roadshow in Australia & New Zealand Auckland Taiwan Tourism Roadshow
- Date & Time: Wednesday, 24 June 2026, 16:30–20:30
- Venue: JW Marriott Auckland (22–26 Albert Street, Auckland)
