Taiwan Tourism Expands In ANZ With Sydney Center And Roadshows Showcasing Culinary And Cultural Waves of Wonder Campaign

TheTaiwan Tourism Administrationhas elevated its global marketing footprint by intensifying promotions acrossAustralia and New Zealand (ANZ). From September 22 to 30, 2025, Deputy Director-General Huang Shih-Fang guided a delegation to organize three large-scale roadshows in Brisbane, Sydney, and Auckland. These events brought together nearly 300 industry leaders from the ANZ travel sector, underlining Taiwan’s growing importance in international tourism exchanges.

The initiative, themedTake a Sip of Taiwan, highlighted not only the country’s culinary richness but also its traditions in craftsmanship, cultural performances, and immersive sensory experiences. Positioned within Asia-Pacific’s highly competitive tourism landscape, Taiwan is now strategically ensuring its brand resonates with ANZ audiences eager to rediscover global travel.

A Recovered and Growing ANZ Market

Recent data from the Taiwan Tourism Administration underscores the significant recovery of the ANZ outbound travel market. Between January and June 2025, Taiwan welcomed 63,024 visitors from Australia and 9,107 from New Zealand—numbers that surpassed pre-pandemic benchmarks.

Australia’s outbound travel expenditure is forecast to exceed AUD 6 billion this year, while New Zealand’s outbound travel volume has risen to 98–102% of its pre-pandemic levels. With approximately 20 weekly direct flights connecting Taiwan with the ANZ region—serviced by airlines such as China Airlines, EVA Air, and Air New Zealand—the infrastructure is already in place to support accelerated tourism growth.

These numbers reflect not just statistical recovery but genuine enthusiasm among ANZ travelers to exploreTaiwan’s culture, landscapes, and cuisine. By investing in enhanced marketing, Taiwan is positioning itself as both a convenient and attractive travel destination.

Taiwan Tourism Brand 3.0: Waves of Wonder

At the core of the roadshow was the unveiling ofTaiwan Tourism Brand 3.0: TAIWAN – Waves of Wonder. This refreshed branding underscores Taiwan as a dynamic destination that combines natural beauty with deep cultural resonance.

Thematic experiences at the roadshow included aTaiwan Flavor Bar, where participants enjoyed tastings of Matsu Kaoliang liquor and Taiwanese sweet potato wine, paired with authentic aromas and snacks. Beyond cuisine, the events highlighted artistic traditions through silk-screen tote bag workshops, demonstrations of indigenous crafts, and cultural showcases rooted in Taiwan’s Austronesian heritage.

The Diabolo Walker troupe delivered energetic performances, presenting a unique visual storytelling form that is deeply tied to Taiwanese identity. This mix of interactive cultural elements ensured that industry representatives did not merely observe Taiwan’s offerings but engaged with them on a personal level, creating lasting impressions.

Promoting Taiwan’s Culinary and Cultural Identity

Food tourism emerged as one of the strongest themes resonating with the ANZ audience. Taiwan’s cuisine, with its variety of street foods, traditional beverages, and fusion of cultural influences, was repeatedly highlighted as a central attraction. Feedback from roadshow attendees emphasized that cuisine, combined with convenient transport systems and the warmth of local hospitality, positions Taiwan as an accessible yet distinctive destination.

These culinary experiences were complemented by cultural narratives designed to deepen understanding of Taiwan’s similarities and connections with Oceania. Shared Austronesian heritage was highlighted as a bridge between Taiwan and New Zealand’s indigenous traditions, reinforcing that travel experiences extend beyond leisure and into deeper cultural appreciation.

Voices Amplifying Taiwan’s Tourism Potential

Australian TV anchor Tamra Bow, who had recently visited Taiwan, played a key role at the roadshows. By hosting the events and sharing her firsthand experiences, she amplified Taiwan’s appeal from a traveler’s perspective. Her accounts of the island’s stunning landscapes, culinary journeys, and vibrant cities offered ANZ industry representatives a more relatable and personal perspective of Taiwan.

To increase participation, the events also featured interactive elements such as tourism briefings, informational sessions, and lucky draws. Partner airlines further encouraged stronger ties by offering round-trip tickets, showcasing a strong synergy between Taiwan’s tourism promotions and its aviation partners.

Establishing a Long-Term Oceania Hub

A landmark moment during this campaign was the official inauguration of theTaiwan Tourism Information Center (TTIC)in Sydney on September 25, 2025. Designed as a dedicated marketing and resource hub, the TTIC will serve as Taiwan’s regional anchor for all tourism initiatives in Oceania.

This initiative illustrates Taiwan’s transition from temporary marketing campaigns to permanent, long-term presence in ANZ markets. Positioning Sydney as the hub ensures enhanced accessibility to resources for travel professionals and marks a significant milestone in Taiwan’s international branding strategy.

Strategic Roadmap Ahead

Looking forward, Taiwan Tourism Administration outlined its future objectives. These include leveraging cultural marketing strategies, expanding collaborations with influencers, driving campaigns on social media, and building partnerships with local tourism stakeholders in Australia and New Zealand. By focusing on brand trust and international competitiveness, Taiwan aims to establish itself as a premier destination capable of breaking visitor arrival records in the near future.

The combination of a strong air travel network, dynamic cultural brand identity, and deepened Oceania presence gives Taiwan the infrastructure and recognition to achieve its goals. Central to this plan is capturing the enthusiasm of Australian and New Zealand travelers who are increasingly searching for diverse, culture-rich, and food-focused destinations.

Positioning Taiwan Globally Through Tourism

Through sustained efforts in Oceania, Taiwan has shown how cultural immersion, tourism branding, and international partnerships work together to establish lasting visibility. Its integration of workshops, performances, culinary experiences, and collaborations with airlines speaks to a holistic tourism strategy.

The roadshows were not presented merely as promotional events, but as opportunities to build enduring emotional connections with the ANZ market. This mirrors a broader trend where destinations must construct narratives of inclusivity, identity, and shared heritage to sustain competitiveness.

With strong government backing, corporate partnership, and cultural innovation, Taiwan is positioned to further embed itself as a travel experience that speaks to diversity, adventure, and heritage. As ANZ outbound travel expands post-recovery, Taiwan is shaping itself as a prominent entry point for travelers seeking Asia’s unique balance of tradition and modernity.

Conclusion

By hosting interactive tourism roadshows across Brisbane, Sydney, and Auckland, inaugurating the Taiwan Tourism Information Center in Sydney, and strengthening partnerships with airlines, theTaiwan Tourism Administrationhas signaled its long-term commitment to Oceania.

The branding theme “Waves of Wonder” effectively captures Taiwan’s multifaceted appeal—its culinary delights, cultural traditions, natural beauty, and heritage links with ANZ audiences. With outbound travel from Australia and New Zealand steadily expanding, Taiwan is not only recovering but establishing stronger roots as one of Asia’s most competitive destinations.

The post Taiwan Tourism Expands In ANZ With Sydney Center And Roadshows Showcasing Culinary And Cultural Waves of Wonder Campaign appeared first on Travel and Tour World