Why Are More North American Travelers Choosing Taiwan in 2025? A Look at Flight Expansions and Tourism Campaigns

Published on March 9, 2025

The Taiwan Tourism Administration has reported an impressive surge in visitor arrivals from the United States and Canada in 2024, marking a significant milestone in the country’s post-pandemic tourism recovery. According to official data, Taiwan welcomed 763,401 travelers from North America, a figure that exceeded pre-pandemic levels by nearly 3%. This increase reflects the growing appeal of Taiwan as a prime international destination, attributed to enhanced airline connectivity, strategic promotional efforts, and a strong branding presence in North America.

The rise in visitors has been driven by expanded direct flight routes from major North American cities, with airlines such as China Airlines, EVA Air, STARLUX Airlines, Delta Air Lines, and United Airlines boosting their operations. In 2024, nine North American cities offered direct flights to Taiwan, with at least 160 weekly departures, making travel to the island nation more accessible than ever.

Strategic Growth in the North American Market

Despite overall international arrivals falling short of 10 million, the record-breaking U.S. visitor count solidified the United States as Taiwan’s fourth-largest international tourism market. Data revealed that 99.07% of North American travelers were foreign visitors, with only 0.93% classified as overseas Chinese, indicating a shift toward leisure and business travel over heritage visits.

Industry experts credit Taiwan’s success to targeted marketing campaigns and the implementation of Taiwan Tourism Branding 3.0, a strategy designed to promote the nation’s cultural and natural attractions while making travel easier for international visitors.

Expanding Taiwan’s Presence in North America

Taiwan has been actively strengthening its tourism brand across North America, competing with other Asian destinations such as Japan and South Korea. In 2024, a Taiwan Tourism Information Centre was established in Vancouver, Canada, offering enhanced services for North American travelers and increasing awareness about Taiwan’s travel offerings.

Collaborations with media and travel industry leaders have further propelled Taiwan into the spotlight. The Taiwan Tourism Administration partnered with popular North American travel shows like PBS’s “Canvasing the World,” Netflix’s “Somebody Feed Phil,” and Tastemade’s “From Scratch.” These high-profile features showcased Taiwan’s culinary, cultural, and natural treasures, appealing to a wide international audience.

Additionally, social media influencers such as Christine Chiu from Netflix’s “Bling Empire” were invited to Taiwan to amplify its global tourism appeal through digital content and social engagement.

Taiwan’s Active Presence at Global Travel Shows

To further solidify its position in the North American travel market, Taiwan actively participated in major industry events in 2024. These included:

• Travel and Adventure Shows in cities like New York, Los Angeles, Chicago, Phoenix, Denver, and Dallas.
• IMEX America, a key event for business and MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism.
• Seatrade Cruise Global Conference in Miami, reinforcing Taiwan’s position as a cruise-friendly destination.
• Three major tourism workshops in North America, where travel industry professionals and tour operators engaged with Taiwanese representatives to promote tourism partnerships.

These efforts aimed to strengthen Taiwan’s branding in North America, providing industry professionals and travelers with firsthand insights into the country’s unique offerings.

Commitment to Sustainable and Inclusive Tourism

Beyond its marketing expansion, Taiwan has made sustainability a core focus of its tourism strategy. In 2024, the country received multiple recognitions for its eco-tourism initiatives and commitment to responsible travel:

• Taiwan secured seven destinations and two green businesses in the Green Destinations Top 100 Stories awards.
• It ranked third globally among Non-OIC (Organization of Islamic Cooperation) travel destinations.
• It was recognized as the top LGBTQ+ travel destination in Asia.
• Taiwan was awarded “Best Leisure Destination in Asia” by Global Traveler.
• It also received the “2024 Favorite Adventure Destination” award from Trazee Travel.

With an increasing number of travelers seeking sustainable and inclusive experiences, Taiwan’s achievements in these areas enhance its global reputation as a diverse and responsible travel destination.

What This Means for Global Travelers

Taiwan’s tourism growth presents new opportunities for North American travelers looking for diverse, well-connected, and enriching travel experiences. With a strong transportation network, increased direct flights, and a renewed focus on cultural and eco-tourism, Taiwan is positioning itself as a top choice for travelers in 2025 and beyond.

For those seeking a vibrant mix of modern city life, historical depth, and natural wonders, Taiwan remains a leading destination in Asia.