Taiwan Tourism Administration Engages North American Travel Buyers and Creators to Explore Taiwan’s Diverse Beauty

To enhance Taiwan’s visibility in the U.S. Pacific Northwest market and strengthen international tourism cooperation, the Taiwan Tourism Administration (TTA) invited members of the United States Tour Operators Association (USTOA) to Taiwan from November 1 to 8, 2025, for a six-day, five-night familiarization tour, as well as participation in the 2025 Taipei International Travel Fair (ITF). In addition, from October 21 to 26, the TTA welcomed two emerging North American content creators to capture Taiwan’s cultural pulse through visual storytelling. This year’s North American buyer delegation traveled from southern to northern Taiwan, visiting representative scenic and cultural destinations.

Participating USTOA member operators—including Down Under Answers, Exodus / TRAVELOPIA, and AA Travel—are all leaders in the high-end and sustainable travel market. The delegation highlighted the Alishan segment as one of the trip’s biggest standouts, noting that experiences such as tea tasting in the mountains and forest hiking offered an impressive introduction to the rich tourism potential of the Greater Alishan Region. Many expressed that the experience far exceeded expectations.

With the 2026 Taiwan Lantern Festival scheduled to take place in Chiayi, this familiarization tour also included key attractions such as the Southern Branch of the National Palace Museum and various sites across the Alishan region, laying the groundwork for future travel product development.

According to the latest statistics from the Taiwan Tourism Administration, arrivals from the United States reached 420,501 from January to August last year (2024), and have risen to 469,363 during the same period this year—an 11.6% year-on-year increase. By bringing U.S. travel trade representatives and North American creators to experience Taiwan firsthand, the TTA aims to strengthen both B2B and B2C tourism networks, encouraging more North American travelers to explore Taiwan through group tours or independent travel.

Content creators Erika (@Erika.taste.test) and Hannah Rheaume (@hannahrrheaume) were invited to Taiwan to document the island’s natural landscapes, cultural heritage, and vibrant urban scenes. Their visit coincided with the Taipei Pride Parade, during which Erika shared that from the moment she arrived, she felt immersed in an atmosphere of warmth, diversity, and inclusiveness. She noted that the natural interactions among people and the city’s welcoming energy gave her a vivid sense of Taiwan’s authentic cultural charm. Erika said the journey offered her a clearer and more vibrant understanding of what “the real Taiwan” truly represents.

The 2025 Taipei International Travel Fair brought together exhibitors from 123 countries and cities, including Japan, South Korea, the United States, Thailand, Malaysia, and the Philippines. More than 40 major travel agencies, over 130 hotels, restaurants, airlines, and theme parks participated, marking one of the event’s largest showings in recent years. As the most anticipated annual event for both travelers and the tourism industry, ITF showcased its international scale and appeal.

Located on the first floor of Taipei Nangang Exhibition Center, the Taiwan Pavilion debuted with an immersive “Mountains and Sea” theme, integrating nature, technology, and culture to create a multisensory travel experience for visitors.

Sylvia Szu-Hsien Lee, Director of the Taiwan Tourism Administration Office in San Francisco, stated: “Travel operators experience Taiwan with their footsteps; creators share Taiwan through their lens. This dual-track promotion strategy transforms the travel fair into not only a platform for business opportunities, but also a starting point for cultural exchange.”

Through cross-industry collaboration between North American buyers and creators, Taiwan’s beauty, diversity, and welcoming spirit will be shared with the world—inviting more travelers to see Taiwan, experience Taiwan, and fall in love with Taiwan.

A story that crosses the Pacific begins here—See You in Taiwan!

About the Taiwan Tourism Administration San Francisco Office

The Taiwan Tourism Administration San Francisco Office is responsible for tourism promotion and visitor services across Northern California, the U.S. Pacific Northwest, and Western Canada. Through partnerships with local distributors, travel industry stakeholders, media, and marketing channels, the office enhances Taiwan’s visibility and inspires travel interest, while providing travelers and trade partners with up-to-date information and support.

For more information on traveling in Taiwan, please visit the official website: eng.taiwan.net.tw.