The growth of international tourism to Taiwan in 2025 is generating new expectations and sets records
In the first half of 2025, Taiwan demonstrates an impressive dynamic in the recovery of its tourism industry. The number of foreign visitors has increased significantly, indicating a renewed interest in the country after several years of pandemic-related restrictions. The key issue comes to the forefront: which countries have become the main suppliers of tourists, what factors contribute to the growth of tourist flow, and how is Taiwan’s hospitality industry responding to this?
Overall tourism trends in Taiwan
From January to June 2025, Taiwan received 4,197,240 foreign travelers. This figure is 10% higher than the level for the same period in 2024, according to official data from Taiwan’s Tourism Administration. Even a brief comparison with last year’s results shows a steady revival, confirming the long-awaited recovery of inbound tourism.
Taking long-term trends into account, such dynamics correspond to the global recovery of tourism in the East Asia and Pacific region. Local experts note that pent-up demand and the easing of health restrictions have contributed to the intensification of international travel.
Leaders in the number of foreign tourists
The main source countries for Taiwan are neighboring Asia-Pacific region countries. Japan holds the leading position: 680,299 Japanese citizens visited the island in the first six months of 2025, accounting for 16.21% of all foreign guests. The Japanese flow is characterized by stability even amid a volatile geopolitical situation.
Hong Kong and Macau remain the second most significant. From there, 612,942 travelers came to Taiwan, which corresponds to 14.6% of all arrivals. Interestingly, Macau itself competes in terms of tourist numbers with Taiwan, as both tourist destinations are nearby and actively attract foreign visitors.
However, Macau has something Taiwan does not yet have—a developed gambling industry. Nevertheless, today this is gradually losing relevance, as more and more people are getting used to gambling online. The successes of SmartSoft and other iGaming developers are a striking example of this.
Another example is the popularity of various Android apps for betting on the IPL and other sports. Usually, in addition to betting, such apps offer thousands of gambling games—more than the largest land-based casinos in the world. And all this is available right from your phone without the need to go anywhere, let alone travel to another country. Therefore, under such conditions, Macau may face a decline in tourist numbers in the near future.
As for continuing the enumeration of tourist statistics in Taiwan, South Korea rounds out the top three with 531,377 tourists and a share of 12.66%. The list of the most actively represented countries also includes:
- USA — 359,777 people (8.57%)
- Philippines — 312,821 people (7.45%)
- China — 310,327 people (7.39%)
The popularity of Taiwan among Japanese visitors is associated with historical and cultural ties, as well as similar gastronomy and a high level of service. For guests from South Korea and China, both business contacts and opportunities for outdoor recreation prove attractive. Many perceive Taiwan as a convenient destination for short vacations and gastronomic tours.
Monthly trends and June anomalies
In June 2025, Taiwan was visited by 606,346 foreign tourists, which is 6.1% more than in the same month of the previous year. There was a noticeable surge in the number of visitors from Japan: the increase amounted to 21.85%. Chinese tourists also showed significant growth—their number increased by 48.97% compared to June last year.
The reasons for such a substantial increase lie both in the intensification of marketing programs and in the lifting of epidemic restrictions. It is important to note that it is in the summer months that Taiwan traditionally becomes a venue for festivals and mass events.
At the same time, there was a decline in arrivals from Hong Kong, Macau, and South Korea: the decline amounted to 7.41% and 7.46% respectively. Why did June turn out to be so diverse in dynamics across different countries? This question remains a subject of attention for industry analysts.
Reasons for changes in tourist flow
Experts point to several factors that influenced the June results. First, the spread of rumors about a possible strong earthquake in Japan in July increased anxiety among tourists from some countries, reducing the flow from South Korea and Hong Kong. Second, political instability and the election campaign in South Korea led many citizens to forgo overseas trips.
Against this backdrop, the Mini Three Links program—direct maritime communication between mainland China and Taiwan’s Kinmen and Matsu Islands—proved especially effective. Thanks to it, the influx of visitors from the PRC increased significantly, as travelers gained a convenient and fast way to get to Taiwan. Mini Three Links includes ferry routes and simplified entry procedures for residents of both sides.
However, experts emphasize that the predictability of tourist flows remains low. Much depends on external circumstances, including natural disasters, the epidemiological situation, and the dynamics of international relations.
Plans for further tourism development
Taiwan’s Tourism Administration actively responds to new challenges. The agency announced the preparation of large-scale advertising campaigns in key source countries, which will begin as early as the third quarter of 2025. The focus is on increasing the flow in the fourth quarter—the traditional peak season for the island. The reasons for the peak are New Year holidays, festivals, and favorable weather for travel.
One of the heads of the tourism agency noted: “We set ourselves the goal of strengthening the position of Taiwan as one of the most attractive destinations for tourists in East Asia, using modern digital promotion channels and partnerships with leading tour operators.”
Outbound tourism dynamics among Taiwanese
There is also a growing interest in overseas travel within the country. In the first half of 2025, 9,141,262 residents of Taiwan traveled outside the island. This is 10.56% more than in the same period of 2024.
The most popular destinations were:
- Japan — 3,272,961 trips (35.8%)
- China — 1,520,346 trips (16.63%)
- South Korea — 832,962 trips (9.11%)
The popularity of Japan among Taiwanese tourists is explained by visa accessibility, proximity, and the abundance of tourist programs. China attracts both business travelers and those visiting relatives and friends. South Korea, thanks to cultural exchanges and the active development of tourism products, also maintains a strong position.
Interestingly, the growth rates of outbound and inbound tourism almost coincide. This indicates a two-way revival of tourist flows and the restoration of the usual balance.