Taiwan is again making waves in the travel industry with its latest tourism campaign, “TAIWAN – Waves of Wonder,” captivating travellers across Australia and New Zealand (AUNZ). With visitor numbers steadily climbing to pre-pandemic levels, Taiwan is emerging as a top travel destination for Australians and New Zealanders seeking unique cultural, culinary, and natural experiences. The campaign’s recent roadshow in Melbourne, Brisbane, and Auckland showcased Taiwan’s diverse offerings, igniting excitement in the region’s tourism sector.

Tourism Numbers Bounce Back to Pre-Pandemic Highs

The Taiwan Tourism Administration reports a strong recovery in visitor numbers from AUNZ, with 54,251 arrivals recorded between January and May 2024, marking a significant milestone. This figure represents 96.79% of the pre-pandemic arrivals during the same period in 2019, underscoring Taiwan’s resilience and growing appeal. As travel confidence returns, a May 2024 Tourism Research Australia report predicts that Australians’ outbound tourism spending is set to exceed AUD 6 billion this year, surpassing pre-COVID levels and paving the way for even greater numbers to explore Taiwan’s dynamic landscapes and vibrant cities.

Alishan

Showcasing Taiwan’s Unparalleled Allure: A Cultural, Culinary, and Natural Treasures

Taiwan’s “Waves of Wonder” campaign emphasizes the country’s unique blend of modernity and tradition, encouraging visitors to explore everything from bustling urban centres to tranquil mountain retreats. The island, often called the “Jewel of East Asia,” boasts a rich cultural heritage and an eclectic culinary scene, making it a dream destination for travellers of all interests.

Taipei, the vibrant capital, offers an enticing mix of contemporary attractions and ancient traditions. Tourists can ascend the iconic Taipei 101 skyscraper for a breathtaking view of the city skyline or explore the historic Longshan Temple, a testament to Taiwan’s deep-rooted spirituality. The National Palace Museum, which houses one of the world’s largest collections of Chinese artifacts, and Dadaocheng’s nostalgic alleyways further enrich the city’s cultural appeal.

Beyond the capital, Taiwan’s natural beauty is equally captivating. From the misty peaks of Alishan, famed for its mesmerizing sunrises, to the rugged trails of the East Coast, Taiwan’s diverse landscapes provide endless opportunities for adventure. The island’s extensive public transportation network ensures that even the most remote areas are easily accessible, making it an ideal destination for nature enthusiasts.

A Paradise for Outdoor and Sports Enthusiasts

For those seeking outdoor thrills, Taiwan’s array of year-round sporting events and activities makes it a prime spot for adventure tourism. Surfers flock to its pristine beaches, while marathoners test their endurance against scenic backdrops. In 2025, the global spotlight will shine brighter on Taiwan as Taipei City hosts the World Masters Games, a prestigious international event blending sports and tourism. This major event is expected to attract thousands of participants and spectators, further boosting Taiwan’s status as a must-visit sports tourism destination.

A Culinary Haven for Food Lovers

No exploration of Taiwan would be complete without indulging in its renowned culinary offerings. The island’s bustling night markets, such as Shilin and Raohe, serve a tempting array of street foods, including stinky tofu, oyster omelettes, and succulent fried chicken cutlets. Bubble tea, a Taiwanese invention, is ubiquitous, adding to the island’s allure for food lovers. Meanwhile, Taiwan’s fine dining scene, highlighted by its Michelin-starred restaurants, offers everything from traditional delicacies to avant-garde fusion dishes.

“Waves of Wonder” Hits AUNZ Shores: A Strategic Marketing Push

In September 2024, the Taiwan Tourism Administration, in collaboration with airlines, travel agencies, and government bodies, embarked on a promotional tour across Australia and New Zealand to strengthen ties with AUNZ and lure more visitors. The events in Melbourne, Brisbane, and Auckland introduced the new Taiwan Tourism Brand 3.0, “Waves of Wonder,” positioning Taiwan as a top destination for immersive travel experiences.

Each event drew significant interest from local industry players eager to learn more about Taiwan’s evolving tourism landscape. The campaign’s success is expected to fuel future partnerships and travel exchanges, providing AUNZ travellers with more opportunities to explore the island’s rich tapestry of offerings.

Looking Ahead: A Bright Future for Taiwan-AUNZ Tourism

With international travel returning in full force, Taiwan is poised to become a key destination for Australians and New Zealanders in 2024 and beyond. The Taiwan Tourism Administration’s strategic efforts to highlight the country’s unique cultural, culinary, and natural attractions and a strong push for bilateral tourism exchanges suggest a bright future for AUNZ-Taiwan travel relations.

For more details on Taiwan’s latest offerings and to explore partnership opportunities, visit Taiwan Tourism’s Official Website or contact the Taiwan Tourism Administration’s AUNZ office.

Written by: Charmaine Lu

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