Taiwan Tourism Administration Singapore: Paul Shih on Travel Trends & NATAS 2026

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As head of the Singapore office of the Taiwan Tourism Administration, Mr. Paul Shih develops tourism markets in Singapore, India, Australia, New Zealand, and the Middle East. For the Singapore offices, his duties focus on Taiwan’s promotions, trade relations, and tourism to generate greater international travel to Taiwan.

This interview analyses Singaporean travel to Taiwan and is constructed around the 2026 arrival figures showing that 208,741 Singaporeans visited from January to June, representing a 1.19% increase versus 2025. The central theme provides some interesting areas to consider about how Taiwan is meeting the challenge of meeting the travel demands of the modern traveller with personalised travel experiences and rural Indigenous tourism. Mr. Shih also talked about the 2026-2027 Taiwan Tourism 100 Spotlights and the Sustainable Tourism Destination Highlights 2.0 projects as a way to entice new travel to the Taiwan region and to encourage visitors to extend their travel and experience Taiwanese rural tourism and the country’s unique railways.

Finally, the interview provides a preview of the Taiwan Pavilion at NATAS Holidays 2026 and the events held August 21 to 23 at Singapore EXPO (Hall 3, Booth 3H07). The Pavilion will feature coffee, crafts, Taiwan’s famous acrobats, and several promotions geared toward filling the travel itineraries of Singapore’s travel trade interests.

What do 2026 travel statistics reveal about Singaporean demand for Taiwan, and how are you adapting to shifts toward personalised, multigenerational travel?

From January to June 2026, Taiwan welcomed 208,741 visitors from Singapore, an increase of 1.19% compared with the same period in 2025. The figures point to steady demand and continued interest in Taiwan. We are responding by making trip planning more personal. Families, couples and repeat visitors do not all want the same itinerary, so we are presenting Taiwan through interests such as food, wellness, nature, rail travel, culture and family experiences.

For multigenerational groups, the priority is flexible itineraries that combine easy-to-access attractions, convenient transport and activities that different age groups can enjoy together. This steady demand also gives us a strong base from which to encourage longer stays and wider regional discovery.

How is the “Find Your Taiwan Way” campaign encouraging Singaporeans to explore lesser-known regions, local heritage, and thematic experiences over repeat visits?

“Find Your Taiwan Way” starts from the idea that there is no single way to experience Taiwan. We want travellers to shape a journey around their interests and pace, rather than return only to familiar stops. A visitor might pair Taipei with Yilan’s hot springs, explore Hakka culture along Provincial Highway 3, travel through the East Rift Valley, or plan a trip around cycling, seasonal events and local food. The 2026–2027 Taiwan Tourism 100 Spotlights initiative highlights 100 attractions across
all 22 counties and cities, giving repeat visitors practical ideas for deeper regional discovery.

What off-the-beaten-path experiences—such as rail journeys, indigenous culture, or agri-tourism—do you feel Singapore travellers are still missing out on?

Taiwan’s smaller-scale experiences are often the most memorable. Travellers can take a scenic railway journey, such as the Alishan Forest Railway or the Pingxi Branch Line, and use the journey itself to discover local towns and landscapes.

In Hualien and Taitung, experiences centred on Indigenous food, crafts, music and traditions can offer a deeper understanding of local culture. Taiwan’s leisure farms and rural areas also offer tea and coffee experiences, seasonal fruit picking and farm-to-table meals.

These are not simply sightseeing stops; they allow travellers to understand how local communities live and how regional culture has developed.

How will long-term strategies like the Sustainable Tourism Destination Highlights 2.0 (2026–2029) shape Taiwan’s tourism offerings over the next few years?

The Sustainable Tourism Destination Highlights Flagship Program 2.0 will help Taiwan develop more distinctive and sustainable experiences across different regions. Its focus includes green, cultural, Hakka, Indigenous and agricultural tourism, as well as accessible tourism and travel experiences for older visitors. The wider aim is to create more themed and specialised itineraries, encourage visitors to explore beyond the main gateways and support more balanced tourism growth. Over time, this should give international visitors stronger reasons to stay longer, return in different seasons and discover more of Taiwan.

What can visitors expect at the Taiwan Pavilion this year, and how are you collaborating with Singapore travel trade partners to create new itineraries?

The Taiwan Pavilion will be at NATAS Holidays 2026 from August 21 to 23 at Singapore EXPO, Hall 3, Booth 3H07. Visitors can enjoy performances by the Taiwan Acrobatic Troupe, an immersive Taiwanese coffee experience, a wool-felt craft inspired by Taiwanese breakfast favourites and a family-friendly scent-sachet sewing activity inspired by Taiwan’s agricultural culture. They can also meet Taiwan tourism partners and gather practical ideas for their next trip. We are sharing new destination ideas with Singapore travel agencies and connecting them with Taiwan tourism partners so these experiences can be developed into bookable itineraries. The pavilion also reflects the close tourism ties between Taiwan and Singapore by giving visitors familiar experiences alongside new reasons to return. This supports both consumer inspiration and practical product development for the Singapore market.