Tourism Administration, Republic of China (Taiwan)-Taiwan Tourism Administration's Taiwan Tourism Information Website

The 2025 ITB Asia was successfully held in Singapore, where, where the Taiwan Tourism Administration (TTA) led seven industry partners—Edison Travel Service, ILLUME TAIPEI, MyTaiwanTour, Lion Travel Service, Leading Taiwan Travel Agency, Welcome Wonder Travel Service, and iMICE Integrated Marketing (Flying Tour)—to showcase Taiwan in the “Waves of Wonder” Pavilion. By integrating. By integrating tourism resources, cultural performances, and policy promotion, the pavilion attracted strong attention from international buyers and highlighted Taiwan's diverse appeal as a destination for both MICE and tourism.
High-Potential Buyers Engaged through Group Presentation
During the exhibition, the Taiwan Pavilion organized a group presentation through the ITB Asia official platform, inviting selected high-potential buyers including travel agencies from Europe and Southeast Asia, corporate event planning departments, international hotel groups, and professional media representatives. The presentation focused on Taiwan's MICE strengths, including comprehensive venues, convenient international access, diverse government support programs, and highly professional services. Combined with the brand message of “mountains, seas, and island adventures,” the presentation generated strong interest from participants. Buyers Express High Interest in Taiwan's MICE and Tourism Advantages.
On-site buyers showed strong interest in Taiwan's dual strengths in tourism and MICE. Many expressed interest in Taiwan's advantages as both a tourism and MICE destination, with several indicating plans for follow-up discussions, particularly in incentive travel and multinational corporate events, underscoring Taiwan's clear competitiveness in the Asian market.
Cultural Experiences Enhance Buyer Impressions
Beyond the professional sessions, the pavilion also featured a live sugar painting demonstration by a Taiwanese artisan, which received enthusiastic feedback. Many buyers took part in the activity, gaining firsthand experience of Taiwan's cultural depth and creative energy. TTA noted that cultural experiences play a vital role in promoting Taiwan's tourism and MICE offerings by shaping a unique and memorable international image.
Strategic Branding and Expanding Global Visibility
In recent years, TTA has actively promoted the “TAIWAN – Waves of Wonder” brand and established Tourism and Travel Information Centers (TTICs) in Indonesia, India, France, and Canada. Through international trade shows, digital campaigns, and diversified promotional activities, Taiwan has significantly enhanced its global visibility. Participation in ITB Asia 2025 further showcased the results of these efforts.

Towards Becoming a Leading MICE and Tourism Hub in Asia
With Asia's tourism market growing rapidly, ITB Asia has become one of the region's most influential B2B platforms. Taiwan's participation not only deepened exchanges between local partners and international buyers but also created opportunities to attract more incentive travel groups and international conferences to Taiwan. Looking ahead, TTA will continue to integrate resources across government and industry to further position Taiwan as a leading MICE and tourism hub in Asia.