Taiwan brings culture, connection & opportunity to Canadian advisors

The Taiwan Tourism Administration’s (TTA) North American roadshow officially launched Monday (June 9) with an engaging industry event at the Four Seasons Hotel Toronto’s Vinci Ballroom.

The kickoff brought together travel advisors, tour operators, media and influencers for a high-energy morning that celebrated Taiwan’s tourism offerings and deepened trade ties.

“Today is about showcasing Taiwan’s beauty and it’s also about partnership,” said Jin Juang, director of the TTA in New York, during her opening remarks.

“It’s about coming together through strategic ideas, sparking new collaborations and finding creative ways to introduce Taiwan to even more Canadian travellers.”

The event delivered a cultural deep-dive with traditional Taiwanese cuisine, bubble tea and a lively Indigenous dance performance.

Advisors connected directly with more than a dozen Taiwanese tourism partners during a fast-paced speed dating session, gathering insights and making valuable industry contacts.

The program concluded with prize drawings, including roundtrip flights to Taiwan donated by airline and tour operator partners

Mini Kao, marketing manager for TTA in New York, emphasized the value of in-person connections between Canadian agents and Taiwanese suppliers.

“Taiwan is far from Canada, so it's very important for local trade partners to meet our DMCs from Taiwan,” Kao told PAX.

“They can learn what Taiwan products and popular itineraries we have right now and that’s going to help agents sell Taiwan more here in Canada.”

The broader goal of the roadshow is to strengthen relationships between Taiwan’s tourism stakeholders and Canadian travel professionals at a time when demand for culturally rich, off-the-beaten-path destinations is growing.

Rising visitor numbers & potential 

Canada continues to be a strong and growing source market for Taiwan.

In 2024, more than 112,000 Canadians visited the island, representing a 22 per cent increase over 2023 and an 82 per cent recovery compared to 2019, according to TTA.

Combined with the U.S., Canada now forms part of Taiwan’s third-largest inbound market — a key driver behind TTA’s investment in outreach.

“Canada enjoys an outstanding reputation in Taiwan,” said Lawrence Liang, director general of the Taipei Economic and Cultural Office in Toronto, speaking to PAX.

“So when Canadian travellers go there — whether on business, to study, or for tourism — I think they’ll really feel the respect and the warm hospitality.”

A destination with broad appeal

Taiwan offers a mix of vibrant cities, natural beauty and rich cultural traditions.

The island is home to more than 300 night markets and boasts the highest mountain density in the world, with 70 per cent of its landmass covered by mountain ranges.

Taiwan’s efficient infrastructure adds to its appeal for travellers.

Kao highlighted the high-speed rail system and scenic destinations like Alishan, which recently made The New York Times list of 52 Places to Go in 2025, as top draws.

“Cycling in Taiwan is also very popular,” she said, noting Sun Moon Lake as a hotspot.  

The lake’s looped route stretches roughly 30 km and offers terrain suited to a range of skill levels, making it a popular choice for both casual riders and cycling enthusiasts.

Another upcoming highlight is the 2026 Taiwan Lantern Festival, which will take place in Chiayi County from March 3 to 15, offering yet another reason for Canadians to add Taiwan to their travel plans.

Air access for Canadians

Getting to Taiwan is increasingly convenient, with 14 weekly direct flights from Vancouver and seven from Toronto, serviced by EVA Air and China Airlines.

During the event, EVA Air representatives Ethan Lin, general manager, and Linh Ho, sales representative, shared updates on the airline’s ongoing investments in comfort and service.

Notably, EVA has introduced fourth-generation Premium Economy Class seats featuring a spacious 42-inch pitch, 15.6-inch screens, privacy panels, device holders and multiple power outlets.

These enhancements reflect EVA’s broader fleet strategy, which includes the addition of new wide- and narrow-body aircraft to serve growing international demand.

With increased connectivity, strong cultural appeal and a surge in visitor interest, Taiwan is well-positioned to continue building momentum in the Canadian market.

As Juang put it: “Taiwan has so much to offer: breathtaking natural scenery, rich culture, vibrant cities, amazing food and the warm hospitality that turns a vacation into a life-long memory.”

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