Taiwan Tourism Administration Makes Splash at Debut Seattle Travel & Adventure Show Partners with Major Airlines and Expedia to Capture 2026 Market

Targeting Seattle’s 52 Million Passenger Hub, Integrated Campaign with Airlines and OTAs Yields Early Success

To expand its footprint in the North American market for 2026, the Taiwan Tourism Administration (TTA) made its debut appearance at the Seattle Travel & Adventure Show from January 10-11. Among more than 150 global exhibitors and over 9,000 attendees, the Taiwan pavilion—hosted in partnership with China Airlines, EVA Air, and STARLUX Airlines—emerged as the event's most popular and vibrant zone, successfully capturing the attention of local travelers with immersive experiences and distinct cultural themes.

Leveraging Seattle’s status as a premier trans-pacific hub handling over 52 million passengers annually, the TTA launched a strategic Online-to-Offline (O2O) campaign. One day prior to the show (Jan. 9), the TTA initiated a limited-time promotional campaign with Expedia and four major carriers: China Airlines, EVA Air, STARLUX Airlines, and Delta Air Lines, offering exclusive airfare and vacation packages.

Furthermore, the TTA collaborated with Travel Answers Group, a member of the United States Tour Operators Association (USTOA), to launch exclusive Taiwan itineraries, and partnered with adventure travel specialist Bicycle Adventures to curate Taiwan cycling round-island tours. This comprehensive integration of aviation, tour planning, and incentives successfully converted exhibition enthusiasm into tangible travel bookings.

Expanding Regional Reach and Local Engagement 

Marking a significant step in local promotion, Director General Mei-cheng Lin of the Taipei Economic and Cultural Office (TECO) in Seattle visited the pavilion on the opening day. Joined by Sylvia Lee, Director of the TTA San Francisco Office, they introduced Taiwan’s must-visit attractions and the convenient direct flights from Seattle to Taipei.

Feedback from the show floor revealed that while many locals have long held Taiwan on their "travel bucket list," prior knowledge was limited. Visitors were pleasantly surprised to learn of Taiwan’s central location in Asia and the extensive direct flight network. "I didn't realize Taiwan was so close," was a common sentiment. While prospective visitors began planning their first trips, past visitors enthusiastically shared their experiences, stating they were "left wanting more and will definitely return," and planned to consult the TTA Seattle service center for future itineraries.

Taiwan’s Subtropical Winter Appeal Shines: Lantern Festival, Birdwatching, and Outdoor Adventures Take Center Stage

Addressing the Pacific Northwest's cold winter climate, the Taiwan pavilion featured a "Subtropical Winter Travel" theme, highlighting the upcoming "2026 Taiwan Lantern Festival in Chiayi." The giveaway of the "Liu-Liu Snake" (Year of the Snake) handheld lanterns became an instant sensation. The lanterns, showcasing Taiwan’s rich cultural creativity, sparked massive inquiries and ran out of stock quickly due to overwhelming demand, becoming the show’s most coveted cultural souvenir.

The booth also catered to the region's strong outdoor culture by promoting cycling networks, international marathons, and eco-tourism. Birdwatching in Taiwan emerged as a surprising "dark horse," attracting a high volume of inquiries from nature lovers impressed by Taiwan’s unique ecological resources.

Expedia Partnership and Stopover Incentives Drive Traffic 

During the show, the TTA promoted its Stopover Half-Day Tour program alongside Expedia’s flight-plus-hotel deals, reinforcing the concept of "Stopover in Taipei, Explore Taiwan." This strategy aligns with Expedia’s Q4 2025 market insights, which indicate a rising demand among North American travelers for destinations combining cultural depth, culinary experiences, and natural landscapes—qualities that Taiwan perfectly embodies. Search volume for Taiwan has shown significant growth in the North American market.

Deepening Roots in the Northwest

"Seattle is a critical base for deepening our presence in North America," said Sylvia Lee, Director of the TTA San Francisco Office. "We are actively promoting our 'Stopover Promotion' strategy, encouraging international travelers transiting through Taipei to enter Taiwan."

The Free Half-Day Tour offers transit passengers curated trips to Taipei’s cultural sites and night markets with complimentary transport. Additionally, a new incentive provides travelers holding non-Taiwanese passports who transit through Taoyuan International Airport with a layover under 24 hours a NT$600 (approx. USD $18) airport consumption voucher.

Despite global challenges, TTA's efforts yielded strong results, with over 710,000 North American visitors traveling to Taiwan in 2025, a growth of over 10% compared to 2024.

From in-depth consultations at the expo to instant online deals and the on-ground presence of the new TTA Seattle service center, Taiwan is welcoming North American travellers with open arms. A spectacular journey across the Pacific begins in Seattle—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.