Taiwan Tourism Expands into Nordics to Attract Swedish Travellers, Showcasing Bubble Tea House at WTM London

To promote tourism to Taiwan, the Tourism Administration, M.O.T.C. led the delegation from 18 organisations, including travel agencies, airlines, hotel and performance groups, on a promotional tour of Europe from the 1st to 9th November. For the first time, a Taiwan Tourism Workshop was held in Stockholm, Sweden, followed by participation in the World Travel Market (WTM) London, which was held at ExCel London from 5th to 7th November. The aim of the initiative is to showcase Taiwan’s diverse tourism resources and special offers to European industry professionals, to promote partnerships and to attract more international visitors to Taiwan.

According to the Tourism Administration, M.O.T.C., the number of visitors from the United Kingdom to Taiwan has reached approximately 45,000 from January to August this year, representing an increase of around 17% compared to the same period in 2023. Additionally, a European survey indicates that in 2023, there were 11.8 million outbound trips from Sweden, with international tourism spending totaling US$13.6 billion. Sweden leads the Nordic countries in visitor numbers to Taiwan, which foregrounded the delegation’s decision to choose Sweden as the starting point for exploring Taiwan’s potential tourism market in Northern Europe, aiming to generate more collaboration opportunities between businesses in both regions.

WTM London is the second-largest travel fair globally, attracting nearly 50,000 tourism professionals each year. With exhibitors from over 182 countries and nearly 4,000 organisations, it serves as a vital platform for Taiwan to expand its tourism reach into the European market. In response to evolving global tourism trends embracing innovation and sustainability, the Tourism Administration has implemented a dual-axis strategy focused on “sustainability” and “digitalisation.” The Administration aims to support Taiwan’s tourism sector’s digital transformation and sustainable travel models. Taiwan’s participation in the WTM was intended to enhance international exposure for its new tourism brand and showcased the island’s unique charm to the world.

A 2023 survey of UK travellers identified “cuisine” and “natural scenery” as the top reasons for visiting Taiwan. This year, the Taiwan Pavilion showcased its renowned beverage, featuring the widely-loved “Taiwanese bubble tea” as the main attraction. Styled as a traditional tea house, the pavilion offered visiting industry professionals a taste of Taiwan’s authentic flavors.

Focusing on the new 3.0 tourism brand: “TAIWAN – Waves of Wonder,” high-mounted LED screens displayed Taiwan’s breathtaking landscapes, while the design blended modern aesthetics with retro décor, creating a warm atmosphere that highlights the island’s hospitality. The pavilion also provided engaging cultural experiences, allowing professionals to paint Meinong Hakka oil-paper umbrellas and learn about the symbolic floral tiles of traditional Taiwanese homes, which they can try their hand at making one themselves. Visitors also had a chance to join ‘Etolan Style’, an Amis tribal collective from Taitung, to craft original “pokois”, traditional Amis furballs symbolising happiness and fulfillment. Tourism professionals worldwide were warmly invited to explore the Taiwan Pavilion and discover the island’s beauty and delightful surprises in person.

On 6th of November, the second day of the event, the Taiwan Pavilion hosted a Happy Hour, welcoming over a hundred industry professionals and media representatives to explore Taiwan’s tourism highlights. The event kicked off with a captivating performance by the indigenous group ‘Etolan Style. Solon H. C. Liu, Deputy Representative of the Taipei Representative Office in the UK, delivered a welcome speech, inviting international professionals to visit Taiwan.

Alongside showcasing Taiwan’s latest tourism offerings, the national airlines provided service updates. To add excitement, a raffle was held, offering prizes such as hotel stays, tour packages, and round-trip tickets between Taiwan and the UK. Attendees were expected to leave feeling energised and eager for future opportunities in Taiwan’s tourism industry.

In addition to participating in the exhibition, the delegation held a Taiwan Tourism workshop in Stockholm, Sweden, on the 4th of November, where around 40 local tourism professionals attended. Through this event, participants learned the latest travel information about Taiwan and actively engaged with the delegation. Linda Lin, Director of the London Office of the Tourism Administration, M.O.T.C., mentioned that this was the inaugural B2B promotion event held in Sweden. She hopes that it will foster opportunities for collaboration between the two sides and encourage Swedish businesses to consider packaging Taiwan tourism products.

Even though there are currently no direct flights between Taiwan and Sweden, it has been encouraging to see a steady recovery in the number of Swedish visitors to Taiwan. Sweden is the top Nordic market for inbound travel to Taiwan, and this event was a great opportunity to further engage with the Nordic visitor base and promote the robust development of bilateral tourism between the two destinations.