The Tourism Administration (TA) reports that Taiwan welcomed about 8.57 million international visitors in 2025, the highest annual total since 2020. Cruise tourism in particular surged, with more than 1.15 million cruise passengers arriving last year, a record partly driven by government incentives encouraging combination cruise-and-flight packages with stays in Taiwan.
To raise Taiwan’s profile overseas, the TA unveiled the refreshed tourism brand TAIWAN, Waves of Wonder in May 2024. It has also expanded the network of Taiwan Tourism Information Centers abroad to 16, including eight new offices opened over the past two years in cities such as Jakarta, Mumbai, Paris and Seattle.
Digital outreach is another pillar of Taiwan’s tourism strategy. What began as a practical response during the pandemic has evolved into a powerful way to engage overseas markets. Scenic area administrations now livestream landscapes from key destinations, offering real-time views of coastlines, mountains and open spaces. The first camera was installed by the East Coast National Scenic Area in 2020, and similar setups now broadcast from 13 national scenic areas around the country, providing international viewers with an immediate sense of Taiwan’s natural beauty and seasonal rhythms.
Latitude Advantage
Building on that momentum, at the 2025 Taipei International Travel Fair last November the government announced a new national initiative to develop tourism along Taiwan’s Tropic of Cancer corridor and southern coastal arc. The plan highlights the country’s unique geographic conditions: The Tropic of Cancer crosses near the towering Yushan Range, making Taiwan one of the few places in the world where high-altitude peaks, coastal plains and tropical ecosystems converge along the same latitude. That rare intersection offers an unusually rich diversity of landscapes from coral reefs and wetlands to forests and offshore islands within a compact travel radius.
Tourism growth is increasingly supported by smart services designed to make travel easier for international visitors. According to Sarah Chien (簡瑛誼), chief of the TA’s Information Management Office, more than three-quarters of foreign visitors are independent tourists who rely heavily on on-site guidance to deepen their understanding of local culture and history.
To overcome language barriers, the administration has introduced a real-time translation system that allows tour guides to speak Mandarin while visitors receive explanations in their native languages on their mobile devices by scanning a QR code. The system supports 26 languages and was launched last August in two national scenic areas, with broader rollout planned. “A tour group may include people speaking many languages, but this system ensures everyone can share the same experience,” Chien said.
Another digital tool, the OhBear AI Assistant launched by the TA last year, provides instant travel support in Chinese, English and Japanese via text or voice. The service answers questions about transportation and weather, highlights upcoming festivals and outdoor events, and creates customized itineraries based on travelers’ schedules, interests and preferences.
Responsible Travel
Sustainability has become a defining pillar of Taiwan’s tourism strategy. Since 2016 Taiwan has participated in the Green Destinations Top 100 Story Awards organized by the Netherlands-based Green Destinations Foundation. Last year nine Taiwanese sites received recognition for environmentally friendly practices, including coral reef conservation in Penghu and butterfly habitat protection in Kaohsiung City’s Maolin District. The Tainan and Taichung city governments have also been honored for revitalizing historic houses and restoring Indigenous hunting trails through ecological engineering, respectively.
To support that transition, the TA hosted training sessions last November to help accommodation operators calculate and manage carbon emissions in line with international standards. Participants were introduced to the Hotel Carbon Measurement Initiative, a framework developed by the U.K.-based Sustainable Hospitality Alliance and World Travel and Tourism Council that is widely used by major global hotel brands. “Promoting responsible travel not only helps address climate change but also delivers tangible economic benefits,” said Lee Chi-yuen (李奇嶽), chair of the Tourism Innovation Association of Taiwan (TIATW). As companies worldwide increasingly seek low-carbon options for incentive travel, corporate retreats and offsite meetings, Lee believes Taiwan is well positioned to meet that demand.
Taiwan’s first low-carbon itinerary launched in 2023 in Chishang Township, Taitung County, with emissions calculated across accommodation, food and beverage, transportation, and activities. A second itinerary in the Sun Moon Lake area followed, commissioned by the TA. To date, nine low-carbon itineraries have been released, including three announced in Tainan last December, with six more in development across Tainan and Miaoli County.
In 2025 the Taiwan Institute for Sustainable Energy launched the Taiwan Sustainable Tourism Awards, honoring businesses, government agencies and four individuals, including Lee, for advancing sustainable travel practices. The initiative underscores Taiwan’s steady progress in low-carbon tourism. “Taiwan has always been an exceptional destination, rich in cultural and natural assets,” Lee said. “It’s now also ready to welcome travelers who care deeply about sustainability.”
Write to Oscar Chung at mhchung@mofa.gov.tw