The roadshows showcased Taiwan’s flavours, culture, and craftsmanship under the theme “Take a Sip of Taiwan” and hosted nearly 300 ANZ industry representatives.
According to the 2024 report by Tourism Research Australia, Australia’s outbound travel expenditure is projected to surpass AUD6 billion this year.
According to January to June 2025 statistics, Taiwan welcomed 63,024 Australian visitors and 9,107 New Zealand visitors, both surpassing pre-pandemic levels.
There are now about 20 direct weekly flights between Taiwan and ANZ to provide strong support for visitor growth.
The roadshows featured a “Taiwan Flavor Bar” with wine expert Peng Wang, who guided attendees through tastings of Matsu Kaoliang liquor and Taiwanese sweet potato wine, paired with aroma samples and local snacks.
Cultural highlights included a performance by the Diabolo Walker troupe, blending LED lights with traditional diablo skills; Oneing Studio offered DIY silk-screened tote bags and painted beer mugs; and Mind Image Studio introduced craft sessions with Mental Image Studio, including hundred-pacer snake coasters and indigenous costume bookmarks.
The roadshows also featured Tamra Bow, a well-known Australian TV anchor, as emcee, who recently visited Taiwan.
Across the three roadshows, a total of 300 industry professionals participated.
The Tourism Administration noted that the awareness of Taiwan as a travel destination is steadily growing.
During the upcoming peak travel season from December to February, EVA Airways will increase its Brisbane service from three to four weekly flights.
Moving forward, the Tourism Administration will continue to leverage cultural marketing, social media outreach, influencers’ collaborations, and local partnerships to deepen its market presence.
The Taiwan Tourism Administration also officially opened the Taiwan Tourism Information Center in Sydney on 25 Sep 2025 which establishes a key marketing hub for the Oceania region.
