Taiwan is shifting its tourism strategy to attract higher-spending travellers from Southeast Asia as the number of visitors from China continues to fall. According to first-quarter data from Taiwan's Tourism Administration, visitors from Thailand, Singapore, and Malaysia have increased, with Thai arrivals rising by 12% and Singaporean visitors up by 10% compared to the same period in 2019.
Deputy Director-General Lin Hsin-jen noted that tourists from Singapore and Malaysia are seeking more unique and higher-priced accommodation options. This trend has boosted hotel revenues to NT$178 billion (approximately US$5.5 billion) in 2023, surpassing the NT$156 billion (approximately US$4.8 billion) recorded in 2019.
“We are focusing on increasing incentives for travellers and developing high-end markets for tourists including Southeast Asians and India, which are our key markets now,” Lin stated.
Despite the positive developments, total visitor numbers to Taiwan were still down 30% in the first quarter compared to the same period in 2019, with only around 99,000 mainland Chinese tourists visiting, a significant drop from approximately 793,000 in early 2019. In response, the Tourism Administration is promoting Taiwan to other regions, including Japan and the US West Coast.
Taiwan aims to attract 14 million visitors annually and achieve NT$1 trillion (approximately US$31 billion) in tourism revenue by 2028. While tourism constitutes a small part of Taiwan's economy, it employs a significant number of people, particularly in rural areas.
The increase in Southeast Asian visitors is already being felt in places like the Taiwan Glass Gallery, which has seen an 80% rise in attendance compared to 2019, demonstrating a shift in visitor behaviour towards longer stays and increased spending.