Taiwan is strengthening its presence in Malaysia’s outbound tourism market through a tourism delegation comprising 44 organisations and 76 industry representatives, including local governments, tourism associations and tourism operators.
The delegation participated in MATTA Fair Kuala Lumpur 2026 from 4 to 6 September, with the Taiwan Pavilion recognised as an Important Partner of the event. The Taiwan Tourism Administration introduced its newly launched “Tourism Dual-Drive Programme” while inviting Malaysian travellers to discover Taiwan through the “Taiwan – 100 Ways” campaign.
A key highlight of the visit was the Memorandum of Understanding (MOU) between the Taiwan Tourism Administration’s Kuala Lumpur Office and Malaysia Airlines. The partnership focuses on familiarisation trips, travel product development and joint marketing initiatives, with the aim of strengthening Taiwan-Malaysia air connectivity and encouraging more Malaysian visitors to Taiwan.
The Taiwan Pavilion featured the theme “Taiwan – Waves of Wonder”, alongside the “Taiwan Never Sleeps” marketing concept. Malaysian Muslim travel operators were also invited to participate for the first time, highlighting Taiwan’s efforts to expand its Muslim-friendly tourism market.
Visitors at MATTA Fair could enjoy interactive activities, including a Taiwan-themed photo booth and knowledge quiz, alongside an LED diabolo performance. Malaysian content creator Azim Othman and travel couple Alana and Abbas also shared their experiences travelling in Taiwan.
The Tourism Administration also introduced the “Return to Taiwan, Double the Luck” initiative, which aims to encourage repeat visits. Eligible returning travellers may receive up to NT$5,000 in stored-value spending credit, while accompanying family members or friends may qualify for an additional NT$3,000 incentive.
Following the Kuala Lumpur event, the delegation continued its promotional activities in Johor Bahru on 8 September, where a Taiwan Tourism Promotion Event and B2B Session brought together tourism industry representatives to explore new business and partnership opportunities.
Through continued collaboration with airlines, travel operators, local governments and influencers, the Taiwan Tourism Administration aims to encourage more Malaysian travellers to experience Taiwan’s food, culture, nature, shopping and other attractions throughout the year.
