Taiwan’s tourism leaders are ramping up efforts to draw more visitors from Australia and New Zealand, with a recent roadshow tour that highlighted the island’s flavors, culture, and crafts. From September 22 to 30, Deputy Director-General Huang Shih-Fang of the Taiwan Tourism Administration led a delegation to Brisbane, Sydney, and Auckland. They teamed up with local travel agencies, airlines, and cultural groups to host three lively events under the theme “Take a Sip of Taiwan.” These roadshows drew nearly 300 excited industry pros from the ANZ region, showcasing why Taiwan makes such an appealing Asia-Pacific getaway.
Tourism numbers tell a promising story. According to Tourism Research Australia’s 2024 report, Australians are set to spend over AUD 6 billion on outbound trips this year. New Zealand’s travel volume has bounced back to 98-102% of pre-pandemic levels. In the first half of 2025, Taiwan welcomed 63,024 visitors from Australia and 9,107 from New Zealand—both figures topping pre-COVID highs. Officials point out that the ANZ market has fully recovered, with spending and arrivals on the rise. Taiwan’s stunning natural spots, rich cultural heritage, easy transport links, and friendly vibe position it as a top contender for travelers. Plus, about 20 direct weekly flights between Taiwan and ANZ cities keep the momentum going strong.
This year’s events built on the Taiwan Tourism Brand 3.0, “TAIWAN – Waves of Wonder,” by diving into tastes, culture, crafts, and lifestyle vibes. A standout feature was the Taiwan Flavor Bar, where international wine expert Peng Wang led tastings of Matsu Kaoliang liquor and Taiwanese sweet potato wine. Guests paired these with aroma samples and local snacks for a full sensory dive into Taiwan’s landscapes and flavors.
Cultural moments stole the show too. The Diabolo Walker troupe wowed crowds with a high-energy performance mixing traditional diabolo tricks and glowing LED lights. Oneing Studio ran hands-on DIY sessions for silk-screened tote bags and painted beer mugs, while Mind Image Studio offered crafts like hundred-pacer snake coasters and indigenous costume bookmarks. These activities spotlighted Taiwan’s indigenous roots and ties to the Austronesian family, striking a chord with ANZ audiences who share similar heritage.
Australian TV anchor Tamra Bow, fresh from a summer trip to Taiwan, emceed the events and shared her love for the country’s natural beauty, food scene, and city buzz. Her personal stories hooked the crowd and ignited interest in planning their own visits. The roadshows wrapped with tourism updates and fun lucky draws, sponsored by China Airlines, EVA Air, and Air New Zealand. They offered round-trip tickets to encourage industry folks to join familiarization trips and craft new Taiwan travel packages, ramping up the destination’s buzz.
In total, 300 professionals showed up across the three spots, buzzing about Taiwan’s warm people, jaw-dropping scenery, hassle-free travel, and mouthwatering cuisine. Many called the food a huge draw for ANZ travelers eyeing their next adventure.
Taiwan tourism officials see growing awareness, fueled by those direct flights. Heading into the busy December-to-February season, EVA Air plans to bump up Brisbane services from three to four weekly flights, betting big on the market.
Looking ahead, the administration will keep pushing cultural marketing, social media campaigns, influencer tie-ups, and local partnerships to build deeper connections and trust. These moves aim to link industry players, boost Taiwan’s global edge, and support sustainable tourism—all to hit record ANZ visitor numbers.
Adding to the excitement, Taiwan opened its first Tourism Information Center (TTIC) in Sydney on September 25, 2025. This spot at Suite 102, 22 Market Street in the CBD serves as a go-to hub for ANZ promotions, offering tailored travel tips, partner networking, and brand boosts for the whole Oceania area. For the launch, visitors can pop in, snap a photo at the center’s booth, tag @Taiwan_Tourism_AUNZ on social media, and snag exclusive Taiwan souvenirs to make it an interactive blast.
Reach out via email at info@taiwantourismaunz.com for more on Taiwan tourism from Australia and New Zealand.
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