Tokyo Joins Bangkok, Seoul, Macau, Busan, Osaka, and More in Dominating Taiwanese Travel Preferences in 2025, With Experiential Tourism and Cultural Exploration Driving Increased Outbound Travel: Latest Insights Revealed

Tokyo has joined Bangkok, Seoul, Macau, Busan, Osaka, and more in dominating Taiwanese travel preferences in 2025. This shift is largely driven by a rising interest in experiential tourism and cultural exploration, with Taiwanese travelers increasingly looking for destinations that offer immersive, hands-on experiences. Tokyo, with its unique mix of traditional culture, modern innovation, and world-class entertainment, continues to captivate travelers seeking more than just sightseeing. This growing demand for meaningful, personalized travel experiences is shaping the outbound travel trends for 2025, with Tokyo at the forefront of this transformation.

In 2025, Macau has secured the ninth spot among the most popular outbound destinations for Taiwanese travelers, according to a new report from a major e-commerce travel platform. This ranking highlights a shift in travel preferences, with an increasing number of Taiwanese tourists seeking personalized, culturally immersive experiences—particularly among younger travelers.

The majority of the top destinations on the list are in Japan and South Korea. Cities such as Osaka, Busan, Okinawa, Tokyo, Hokkaido, Kyoto, and Seoul dominate the top seven spots, while Hong Kong and Bangkok round out the list in the eighth and tenth positions, respectively. These findings reveal the strong appeal of East Asia for Taiwanese travelers, with a growing interest in destinations that offer rich cultural and entertainment experiences.

While Japan and South Korea continue to dominate the list, Taiwan remains an important source market for Macau’s tourism sector. As the third-largest source of visitors to the city, following Mainland China and Hong Kong, Taiwan contributed approximately 996,000 tourists to Macau in 2025. This accounts for 2.5% of the city’s total visitor arrivals, representing a 19.4% increase compared to the previous year. This surge signals a positive recovery, with Taiwan’s tourism flow reaching nearly 94% of the pre-pandemic levels seen in 2019.

Macau’s total visitor numbers also saw significant growth in 2025, with the city welcoming 40.06 million visitors, a 14.7% increase year-on-year. This performance surpasses the previous record set in 2019, when 39.41 million people visited the city. The growth in tourism was largely driven by an influx of mainland Chinese visitors, as travel restrictions eased and the broader region experienced a rebound in travel.

For Taiwanese travelers, Macau offers a blend of luxury, entertainment, and cultural experiences that have helped maintain its status as a top destination. The city’s mix of Portuguese and Chinese heritage offers a unique experience that resonates with travelers seeking both history and modern leisure activities. As a popular destination for both individual tourists and group visits, Macau continues to attract Taiwanese visitors who seek a mix of cultural exploration and high-end entertainment.

The report also highlights a growing trend of frequent international travel among Taiwanese. In 2025, more than 35% of Taiwanese travelers embarked on at least one short-haul overseas trip lasting three days or more, in addition to a longer journey lasting over seven days. Furthermore, over 20% of travelers made more than four trips abroad throughout the year, reflecting a strong demand for frequent outbound travel. This trend underscores the increasing desire among Taiwanese to explore new destinations and experience different cultures, signaling a shift toward higher-frequency travel.

Experiential tourism is gaining increasing popularity in Taiwan, with travelers showing greater interest in culturally enriching and personalized activities. The report notes that Taiwanese tourists are moving away from traditional sightseeing and opting for more hands-on, immersive experiences. This includes participating in activities such as local cooking classes, traditional craft workshops, and guided cultural tours. Among the most popular experiences, K-pop-related activities in South Korea have gained significant traction. These include dance classes, Korean-style photo shoots, makeup sessions, and celebrity-inspired tours—particularly among the younger demographic. This surge in interest in K-pop culture has contributed to the rise of South Korea as a prime destination for Taiwanese tourists.

The growing demand for experiential and personalized travel experiences has reshaped the Taiwanese outbound tourism market. Travelers, especially younger ones, are now prioritizing destinations that offer more than just sightseeing. Instead, they seek experiences that allow them to immerse themselves in local culture, engage with communities, and learn through unique activities. This shift in preferences is pushing tourism operators to adapt, focusing on providing more tailored and culturally rich experiences for travelers.

As Taiwanese travelers continue to evolve in their preferences, the destinations they choose reflect their desire for deeper engagement with the places they visit. Macau, with its blend of entertainment, luxury, and cultural significance, continues to attract Taiwanese visitors who seek a combination of both relaxation and cultural exploration. Its role as a major destination for Taiwanese tourists will only continue to grow, fueled by a global trend towards more personalized and meaningful travel experiences.

Tokyo has joined Bangkok, Seoul, Macau, Busan, and Osaka in dominating Taiwanese travel preferences in 2025, driven by a rising demand for experiential tourism and cultural exploration, offering travelers immersive and personalized experiences.

Looking ahead, the Taiwanese outbound tourism market is expected to become even more diverse, with travelers increasingly seeking adventures that offer both cultural depth and personal enrichment. With experiential tourism at the forefront of this shift, the demand for destinations like Macau, which offer both tradition and modern luxury, is likely to rise. As this trend unfolds, Taiwan’s outbound tourism industry will be shaped by a generation of travelers who are redefining what it means to travel abroad—seeking more than just a destination but a journey of cultural discovery and personal growth.

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