Stockholm, Sweden – October 2025 – With the newly launched destination brand “Taiwan – Waves of Wonder”, the Taiwan Tourism Administration (TTA) returns to WTM London with a renewed focus on sustainable tourism, cultural experiences and adventure travel. Taiwan is now highlighting its increasingly multifaceted profile and positioning itself as an exciting, meaningful and accessible destination for modern global travelers.
Brand relaunch with purpose: From hidden gem to versatile wonder
Taiwan’s new brand identity, launched in 2024, not only highlights the island’s magnificent landscapes and colorful traditions, but also emphasizes a strong commitment to responsible travel. Under “Waves of Wonder,” Taiwan invites visitors to discover the country through eco-conscious adventures, local cultural experiences, and themed tours that move beyond old stereotypes, toward a more nuanced and inclusive narrative.
Focus on new generation travelers: from Gen Z adventurers to niche audiences
With insights into new travel habits, the Taiwan Tourism Administration has refined its marketing to reach both solo travelers from Generation Z and specific niche audiences, such as train lovers, birdwatchers, cycling enthusiasts, and cultural explorers. Taiwan’s extensive network of cycling trails, forest railways, birding sanctuaries, and cultural trails make the island a unique destination for these attractive traveler segments.
Digital transformation and influencer collaborations
As part of its digital initiative, the Taiwan Tourism Administration has launched an online training platform specifically for the travel industry, aiming to provide professionals with in-depth knowledge of Taiwan’s offerings. The TTA has also strengthened its influencer strategy by inviting over 20 leading UK content creators to the UK Travel Creators Summit during the Taiwan Lantern Festival 2025, where they got to experience Taiwan first-hand. In addition, Taiwan has partnered with GCN (Global Cycling Network) to produce a high-profile feature on cycling adventures around the island.
Improved flight connections from Europe and the Middle East
Traveling to Taiwan is now easier than ever. In addition to China Airlines' five direct flights per week from London Heathrow to Taipei and EVA Air's seven flights per week via Bangkok, several Middle Eastern airlines are increasing their capacity to Taiwan:
· Emirates will expand its Dubai-Taipei route to two daily flights from August 2025.
· Etihad Airways will launch a new Abu Dhabi-Taipei route from September 2025.
With strong flight networks in Europe and Sweden, these airlines offer more flexible itineraries and improved accessibility to Taiwan via the Middle East.
Year-round events and unique train experiences
Taiwan is a destination that offers experiences all year round, with everything from cultural festivals to active experiences. Highlights include:
· Taiwan Lantern Festival every February in conjunction with the Spring Festival (Lunar New Year)
· Monthly marathons and triathlons and the iconic Sun Moon Lake Swimming Carnival in September.
· A growing range of unique train experiences, such as:
o Alishan Forest Railway – Formosensis, with a forest theme
o Luxurious Gourmet Rail Experience – Future Express
o The “Haifeng” train, a dessert-inspired journey along the coast
These scenic, themed train journeys give travelers first-class experiences to add to their itineraries.
Cooperation in the tourism industry and launch of new products
The Taiwan Tourism Administration continues to work closely with airline partners on joint marketing, educational efforts and tactical sales campaigns. On the digital side, Taiwan has strengthened its presence with leading online travel agencies, including Skyscanner, Etraveli, eDreams and Lastminute.com.
In addition, TTA continues to support industry partners in adapting to global ESG and sustainability standards for tourism, ensuring that Taiwan's tourism industry develops in line with international expectations.
In 2025, Taiwan debuted at the Matka Travel Fair, increasing the country's visibility in the Nordic region through media and industry meetings. Taiwan also participated in the Norway Antor Roadshow and SMAL Helsinki Workshop to strengthen ties with Nordic travel professionals.
Meet Taiwan in Stockholm in November
As part of the Taiwan Tourism Administration's focus on sustainable travel and market innovation, the organization will hold a workshop at Scandic Continental in Stockholm on November 3. The event combines B2B networking, insider tips about the destination, and cultural performances that highlight Taiwan's diversity.
The Swedish workshop is expected to be a forum for creating new collaborations and strengthening contacts between travel industry players.
