The Taiwan Tourism Administration (TTA) has completed a three-city trade roadshow across Australia and New Zealand, engaging more than 225 travel industry professionals in Sydney, Melbourne and Auckland.
Held from June 17 to 25, the roadshows brought together airlines, hotels, travel agencies and cultural organisations to promote Taiwan’s tourism products and strengthen trade partnerships across the region.
Staged under the theme Taiwan, Never Sleeps, the programme highlighted Taiwan’s dining, cultural and nightlife experiences as part of the Taiwan Tourism Brand 3.0 campaign, Taiwan – Waves of Wonder.
Visitor arrivals from both Australia and New Zealand continued to increase in 2025. Taiwan welcomed 125,288 visitors from Australia, up 11.32 per cent year on year, while leisure arrivals rose 16.63 per cent. Arrivals from New Zealand reached 18,242, an increase of 6.97 per cent, with leisure travel growing 10.4 per cent.
Taiwan currently operates 21 direct flights a week between Taiwan and Australia and New Zealand. According to TTA, travellers from both markets continue to show strong interest in cultural experiences and food tourism.
Each roadshow included business matching sessions connecting Australian and New Zealand buyers with Taiwanese tourism suppliers, including online travel agencies, tour operators and tourism organisations. Discussions focused on itinerary development, product design and distribution opportunities.
The programme also featured cultural performances and workshops, including traditional Yueqin music, ecological origami, tile painting and sky lantern-making, offering participants an introduction to Taiwan’s cultural heritage.
TTA said the roadshow strengthened partnerships with the travel trade in Australia and New Zealand while creating new opportunities for product development and distribution. The organisation added that Taiwan’s safety, accessibility, culinary experiences and natural attractions continue to appeal to travellers from both markets.
