On September 25th, 2025, Taiwan welcomed one million visitors from Japan, marking a significant milestone for the nation. This comes a full month earlier compared to 2024, when Taiwan achieved the same number of visitors from Japan by the end of October. This remarkable achievement comes on the heels of Taiwan’s participation at the Nagoya Travel Fair, during which the Tourism Administration launched a new marketing initiative themed Taiwan – Waves of Wonder.

The tourism industry in Taiwan has experienced a robust recovery in 2025, with an overall increase of 10 percent in tourist arrivals compared to the previous year. The surge in Japanese visitors, which saw an 11 percent growth during the first half of 2025, highlights Taiwan’s growing appeal as a travel destination.

Boosting Taiwan-Japan Travel Connections at the Nagoya Fair

The Nagoya Travel Fair 2025 served as a key platform for Taiwan to reconnect with Japanese travellers. The Tourism Administration participated in the event to showcase Taiwan’s diverse offerings, from its rich culinary scene and beautiful natural landscapes to its vibrant urban attractions. Actor Tsumabuki Satoshi, recently appointed as Taiwan’s new tourism spokesperson for Japan, made his debut at the event, promoting the island as a must-visit destination for Japanese tourists.

Tsumabuki’s appointment comes as part of a larger effort to strengthen Taiwan’s presence in the Japanese market. His promotional campaign, which includes a film shot in Taiwan, will be launched in mid-October, with plans to air on major Japanese media outlets. The Tourism Administration is optimistic that this campaign, combined with other promotional activities, will help maintain Taiwan’s position as a top destination for Japanese travellers.

Taiwan’s Alluring Tourism Offerings for Japanese Visitors

Taiwan has long been a favourite destination for Japanese tourists, thanks to its proximity, cultural similarities, and affordable travel options. In recent years, Taiwan has further solidified its appeal by offering unique experiences that cater to the interests of Japanese visitors, such as food tours, cultural festivals, and eco-tourism activities. Taiwan’s Alishan Forest Railway, located in Chiayi County, is a popular attraction among visitors, offering scenic train rides through lush mountains and breathtaking landscapes.

In addition to its scenic beauty, Taiwan’s culinary offerings, especially its street food, have become major draws for Japanese tourists. Dishes such as beef noodle soup, bubble tea, and night market snacks are frequently cited as reasons why Japanese tourists visit Taiwan. The ongoing efforts to highlight these experiences during the Nagoya Travel Fair aim to encourage Japanese travellers to explore Taiwan’s diverse food culture even further.

Taiwan’s Tourism Growth: Building on Success

With tourism figures already exceeding expectations in 2025, Taiwan is optimistic about maintaining this momentum for the rest of the year and beyond. The focus on enhancing direct flight routes and tourism infrastructure has played a key role in facilitating easy and convenient access for international visitors. The Tourism Administration’s commitment to providing top-notch services and maintaining high standards of hospitality ensures that Taiwan continues to attract international visitors, particularly from Japan.

The Nagoya Travel Fair represents a critical opportunity for Taiwan to increase its visibility among Japanese tourists and position itself as a top destination in East Asia. As Taiwan continues to recover from the impacts of the COVID-19 pandemic, the growth in Japanese visitors demonstrates the resilience of the tourism sector and the success of recent promotional efforts.

A Bright Future for Taiwan-Japan Tourism

An abundance of tourism infrastructure and deep cultural roots, alongside breathtaking nature, make Taiwan a preferred destination for Japanese tourists. Taiwan’s overseas tourism promotion, complemented by heavy participation in events such as the Nagoya Travel Fair, strengthens the promotion’s effectiveness and cements Taiwan’s tourism position in Eastern Asia. The arrival of one million Japanese tourists, welcomed by Taiwan, is also a testimony to the potential in Taiwan’s tourism. It also assures all kinds of travellers seeking the best memories in Taiwan, bound to be sculptured.

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