GEORGE TOWN: Taiwan is moving beyond the usual Taipei image of bubble tea, street food and night markets, turning its focus towards lifestyle tourism for Malaysians.
Its Taiwan Tourism Brand 3.0 campaign, launched in 2024 under the “Taiwan – Waves of Wonder” branding, continues to focus on purpose-driven and experience-based travel, targeting both Muslim travellers and repeat visitors.
“What visitors are looking for now is a different kind of travel experience,” said Abe Chou, director of the Taiwan Tourism Administration (TTA) Kuala Lumpur office, during the launch of the Taiwan Travel Fair at Queensbay Mall on May 15.
“We hope Malaysians understand that Taiwan is more than just night markets and food,” he said.
Chou said many Malaysians, especially repeat travellers, had already visited Taiwan’s major attractions and were now looking for deeper experiences through smaller cities, railway journeys, cultural activities and immersive local experiences.
He said cities such as Taichung, Tainan, Chiayi and Kaohsiung offered more than traditional sightseeing, with lifestyle similarities to Penang that could appeal to Malaysians looking for something different.
Chou said the campaign also promotes “slow travel”, encouraging visitors to explore smaller towns through railway journeys, seasonal festivals and ecological experiences.
He added that Malaysians were increasingly viewing Taiwan as a destination worth revisiting at different stages of life rather than as a one-time travel destination.
One of the destinations highlighted at the fair was Alishan in Chiayi, known for its mountain railway culture and slower pace of travel. Featured products included specialty doughnuts flown in from Fenqihu, a township along the Alishan railway route.
“Railway tourism experiences can create a completely different travel experience for Malaysian visitors,” Chou said.
Other attractions promoted at the fair included Michelin and Bib Gourmand food trails, tourism factory DIY activities involving tea, crayons and spice packs, and regional travel experiences outside Taipei.
Chou said Taiwan was also working with Malaysian broadcasters and content creators to showcase different sides of the island to local audiences.
Taiwan is also positioning itself as a safe and inclusive destination for multicultural travellers while expanding its Muslim-friendly tourism offerings under the Salam Taiwan campaign.
According to TTA data, more than 350 hotels and restaurants across Taiwan now hold halal-related tourism certification, while prayer rooms and Muslim-friendly facilities are increasingly available at train stations, highway rest stops and tourist centres.
Chou said more Muslim travellers were also visiting Taiwan independently as facilities became more accessible across the island.
“The acceptance level from Malaysian Malay tourists is getting better as well,” he said.
Travel between Malaysia and Taiwan continues to recover, with more than 400,000 Malaysians visiting Taiwan last year. There are currently over 60 daily flights between the two countries, including direct daily flights from Penang.
The travel fair brought together 68 tourism operators from 29 organisations, including travel agencies, hotels, airlines, local tourism bodies and leisure operators. The Yilan County Indigenous Peoples Affairs Office were among the representatives from Taiwan.
Beyond promotion, the fair was also intended to convert interest into actual travel bookings while strengthening ties with Malaysian travel agencies.
The fair also featured music performances, street dance showcases and interactive tourism experiences.
“The ultimate goal is to bridge the gap and let more people understand the different aspects of travelling in Taiwan. Beyond the main tourist attractions, there are many smaller experiences worth paying attention to,” Chou said.
Among those present at the launch were Malaysian Association of Tour and Travel Agents (MATTA) Penang chapter chairman Carolyn Leong, Malaysian Chinese Tourism Association (MCTA) Penang chapter chairman Andy Chuah, MCTA honorary president Dato Albert Tan, China Airlines Penang branch general manager Michelle Wu, Taiwan Chamber of Commerce & Industry in Malaysia Penang State president Linda Huang, Federation of Alumni Associations of Taiwan Universities Penang chapter chairman Ooi Chong Tat, and Global Federation of Chinese Business Women Penang chapter adviser Tay Lay Kean.
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