In a concerted effort to rejuvenate Taiwan’s business tourism sector, the Tourism Administration of the Ministry of Transportation and Communications (MOTC), the International Trade Administration of the Ministry of Economic Affairs (MOEA), and the Taipei City Government have joined forces. They are presenting the “Taiwan Pavilion” at IMEX Frankfurt in Germany from May 14 to 16.
This initiative aims to showcase Taiwan’s incentive travel policies and MICE (Meetings, Incentives, Conventions, and Exhibitions) environment to European buyers, attracting more international organizations and corporations to host events in Taiwan. The ultimate goal is to stimulate the recovery of business tourism and boost domestic consumption.
IMEX Frankfurt is one of the world’s most influential MICE exhibitions, drawing approximately 15,000 professionals from 160 countries each year. Reports indicate that the number of exhibitors and meetings at this year’s event has exceeded previous figures, with global exhibitor participation expanding to highlight the unique attractions of their respective regions.
This year, the Taiwan Pavilion is set to feature Taiwan’s distinctive food culture, scenic spots, and architectural marvels, providing buyers with a multi-sensory experience of Taiwan’s rich tourism resources. Through on-site buyer presentations, Taiwan will introduce its high-quality incentive travel and MICE environment, encouraging businesses to explore new MICE opportunities and furthering the development of Taiwan’s MICE tourism industry.
Europe is a crucial market for Taiwan’s tourism industry. In 2023, 184,229 European visitors traveled to Taiwan for business and tourism, accounting for 61.62% of the total European visitors that year—an 18.26% increase from the previous year. In January 2024 alone, 23,829 European visitors came to Taiwan, with 63.7% entering for business, MICE, and tourism purposes, demonstrating significant potential and growth momentum.
To promote Taiwan as a premier destination for large-scale European incentive travel and MICE events, eight leading Taiwanese incentive travel and MICE companies are participating in IMEX Frankfurt. These include one travel agency, two professional conference organizers (PCOs), three destination management companies (DMCs), one professional exhibition organizer (PEO), and one professional MICE venue. They will engage in business negotiations with international buyers, with robust appointment requests from event planners and travel agencies.
A significant aspect of Taiwan’s strategy is promoting the “Regulations for Subsidizing Incentive Travel to Taiwan from Overseas.” This year, the subsidy threshold has been relaxed to enhance Taiwan’s appeal as an incentive travel destination. Additionally, a budget of NT$10 million has been allocated to subsidize accommodations for business travelers who extend their stay for leisure purposes after their business trip. The subsidy amounts to approximately NT$2,000 per person per stay from Monday to Thursday and NT$1,500 per person per stay from Friday to Sunday. This differentiated subsidy structure aims to alleviate peak weekend demand and encourage midweek leisure extensions. The subsidy period has been extended, with the leisure extension eligible for subsidies within three days before or after the MICE event. Combined with the Tourism Administration’s recommended quality tour packages, business travelers are encouraged to extend their stay in Taiwan.
The collective efforts of the MOTC, MOEA, and Taipei City Government, alongside the incentives and subsidies, are part of a broader strategy to increase the total number of international visitors to Taiwan to 10 million in 2024. By showcasing Taiwan’s rich cultural and natural attractions, high-quality MICE facilities, and favorable policies, the Taiwan Pavilion at IMEX Frankfurt aims to position Taiwan as a top choice for international MICE events and business travel.
Taiwan is rapidly emerging as a premier destination for international meetings, incentives, conventions, and exhibitions (MICE). The island’s strategic location in East Asia, coupled with its advanced infrastructure, diverse culture, and robust economy, makes it an attractive choice for global event organizers.
Taiwan’s central location in East Asia positions it as a gateway to the region, with convenient access to major cities in China, Japan, South Korea, and Southeast Asia. Taipei, the capital city, is home to the Taoyuan International Airport, one of the busiest airports in Asia, providing direct flights to numerous international destinations.
Taiwan boasts state-of-the-art MICE facilities, including the Taipei International Convention Center, Kaohsiung Exhibition Center, and the newly developed Taichung International Exhibition Center. These venues offer world-class amenities, high-tech conference rooms, and expansive exhibition spaces, catering to events of all sizes.
Taiwan’s unique blend of traditional Chinese culture, indigenous heritage, and Japanese influences offers visitors a rich cultural experience. From the bustling night markets of Taipei to the serene temples of Tainan, and the breathtaking natural landscapes of Taroko Gorge and Alishan, Taiwan provides a captivating backdrop for any event.
As one of Asia’s “Four Asian Tigers,” Taiwan’s robust economy is driven by technological innovation and industrial prowess. The island is a global leader in semiconductor manufacturing, biotechnology, and information technology, making it an ideal destination for tech-related conferences and exhibitions.
The Taiwanese government is committed to promoting the island as a leading MICE destination. Through various initiatives, including the “Regulations for Subsidizing Incentive Travel to Taiwan from Overseas,” the government provides financial incentives, subsidies, and comprehensive support to attract international events. These measures enhance Taiwan’s competitiveness and appeal in the global MICE market.
Taiwan is renowned for its culinary scene, offering a diverse array of delicacies that reflect its multicultural heritage. From Michelin-starred restaurants to street food stalls, Taiwan’s food culture is a significant draw for international visitors. Coupled with the island’s reputation for warm hospitality and high service standards, Taiwan ensures an exceptional experience for MICE participants.
Taiwan is also making strides in sustainable event management, with initiatives focused on reducing environmental impact and promoting green practices. The island’s commitment to sustainability, combined with its innovative approach to event planning and execution, positions Taiwan as a forward-thinking destination for eco-conscious organizers and participants.
With its strategic location, advanced infrastructure, cultural richness, economic stability, and government support, Taiwan is poised to become a premier destination for the global MICE industry. The collaborative efforts showcased at IMEX Frankfurt are just the beginning of Taiwan’s journey to establishing itself as a top choice for international meetings, incentives, conventions, and exhibitions.
