TAIPEI — Taiwan is intensifying its tourism campaign across North America, stepping up industry partnerships and destination marketing as it seeks to attract more long-haul travelers from the United States and Canada.
The latest effort took place in New York, where Taiwan’s Tourism Administration organized a large business-to-business tourism event with travel agencies, hotels and airlines. The initiative is designed to strengthen Taiwan’s presence in the North American travel market and encourage more visitors to choose Taiwan for their next Asian trip.
More Flights Give Taiwan a Bigger Tourism Opening
A major part of the strategy is air connectivity.
According to the latest report, Taiwan has multiple routes linking it with North America, with more than 200 flights per week providing connections between the two markets. The Tourism Administration is using that expanding connectivity as part of its effort to make Taiwan more accessible to long-haul travelers.
Airlines are also adding or expanding services. EVA Air, for example, launched a new Washington, D.C.-area service connecting Washington Dulles International Airport with Taiwan Taoyuan International Airport, adding another option for travelers from the eastern United States.
The combination of direct connectivity, airline partnerships and tourism promotion gives Taiwan additional opportunities to compete for North American visitors traveling to Asia.
Taiwan Has Been Expanding Its North American Campaign
The latest New York event follows a series of promotional activities in North America.
In Vancouver, Taiwan Tourism Administration launched the second wave of its “Catch the Waves of Wonder” campaign in February 2026. The campaign used citywide transit advertising and other promotional activities to raise Taiwan’s profile among Canadian travelers.
Taiwan has also used experiential marketing in the United States. In December 2025, the Tourism Administration partnered with Taiwan-based airlines and the Taipei Economic and Cultural Office in Chicago for a “#PictureMeInTaiwan” activation at Chicago Union Station, bringing Taiwan-themed cultural and travel experiences directly to potential travelers.
Taiwan and Japan’s Okinawa prefecture have also collaborated on a travel-industry promotion in New York aimed at attracting North American visitors.
Tourism Push Comes as Taiwan Seeks More International Visitors
The North American campaign is part of a larger effort to increase Taiwan’s international visitor numbers.
Taiwan welcomed about 8.57 million international visitors in 2025, according to Taiwan’s tourism authorities, while Premier Cho Jung-tai has called for the country to work toward attracting 10 million international tourists annually.
The Tourism Administration has also released a 2026–2027 tourism calendar featuring 109 activities, giving international travelers additional reasons to visit Taiwan throughout the year.
The strategy increasingly emphasizes more than Taipei’s traditional urban attractions, highlighting Taiwan’s mountains, coastlines, culture, food, rail journeys and other regional experiences.
Why North America Matters
Travelers from the United States and Canada represent an important long-haul market for Taiwan.
Data cited in an earlier Taiwan Tourism Administration campaign showed that visitor arrivals from the U.S. and Canada exceeded 760,000 in 2024, an increase of 22.7% from the previous year.
With additional flight capacity and increasingly targeted destination campaigns, Taiwan is seeking to turn that growth into a longer-term tourism trend.
The challenge now is converting promotional exposure into actual bookings and repeat visits — particularly as travelers have a growing number of destinations across Asia competing for their attention.
For Taiwan, the North American tourism campaign is therefore about more than advertising. It is a push to make the island a more visible and accessible long-haul destination — and the next phase could depend on how many travelers decide to turn curiosity into a ticket.
WWC ONE MEDIA G.A
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