Taiwan Sees Growth in Overseas Visitor Arrivals, Surpassing 2023 Total But Still Behind 2019 Numbers
The number of overseas visitors to Taiwan has surpassed the total arrivals for the entire year of 2023, according to the latest report by Taiwan’s Tourism Administration. As of November 12, 2024, Taiwan had welcomed 6.49 million foreign visitors, surpassing the 6.48 million visitors recorded in all of 2023. However, despite this growth, the numbers remain significantly below pre-pandemic levels, and the country is still working towards its goal of attracting 10 million overseas visitors by 2024.
While the increase in visitors is seen as a positive development, the Tourism Administration noted that several challenges, including natural disasters, have slowed the recovery process. The year 2024’s figures still trail far behind Taiwan’s record of 11.86 million visitors in 2019, before the COVID-19 pandemic disrupted global travel.
Challenges and Setbacks in the Visitor Market
The tourism agency highlighted that the growth in visitor numbers this year had been achieved despite challenges that negatively impacted Taiwan’s inbound tourism market. Notably, the magnitude 7.2 earthquake that struck off eastern Taiwan in April 2024, along with several typhoons that hit the island during the summer and early autumn, likely caused disruptions in travel.
In addition, the recovery of the tourism sector has been hindered by travel restrictions, particularly from mainland China. As of August 2024, the number of visitors from mainland China had dropped by an alarming 89 percent compared to pre-pandemic levels, due to continued restrictions imposed by Beijing on travel to Taiwan. This remains one of the biggest factors affecting Taiwan’s overall visitor numbers.
However, Taiwan has seen a strong recovery in tourism from South Korea and Southeast Asia, with visitor numbers from these regions rebounding to near pre-pandemic levels.
Taiwan’s Tourism Targets and Recovery Efforts
While the government had initially set a target of 10 million overseas visitors for 2024, Taiwan’s Transportation Minister, Chen Shih-kai (陳世凱), admitted that this goal would likely not be reached. In early November, Chen acknowledged that a more realistic target would be around 7.5 million visitors, with the possibility of surpassing 8 million if conditions improve in the final quarter of the year.
To attract more visitors, especially during the peak travel season in the fourth quarter, the Tourism Administration has launched several promotional measures. These include buy-one-get-one-free offers for Taiwan High-Speed Rail tickets, discounts from airlines and travel agencies, and additional “Taiwan the Lucky Land” lucky draw campaigns for repeat visitors.
Long-Term Tourism Strategy: Expanding Taiwan’s Global Presence
Looking to the future, Taiwan’s Tourism Administration is focused on strengthening the island’s position as a leading travel destination. In 2024, the agency has laid the groundwork for a long-term tourism recovery strategy. New Taiwan Tourism Information Centers have been established in key cities, including Jakarta, Mumbai, Paris, and Vancouver. There are also plans to open a similar center in Manila by the end of 2024, and additional offices will be set up in Sydney and Amsterdam by 2025.
Taiwan is also working with international celebrities to promote the island’s unique tourism offerings. Notable figures like Satoshi Tsumabuki from Japan and KyuHyun from South Korea have been appointed as spokespeople to raise awareness of Taiwan as a travel destination.
Tourism Trends: Visitors from Japan and South Korea Lead the Way
Despite challenges, there has been a notable rebound in visitors from South Korea and Southeast Asia. Taiwan’s tourism numbers from these regions have surged in 2024, approaching pre-pandemic levels. On the other hand, Taiwan has seen a significant decline in visitors from mainland China, due to ongoing travel restrictions imposed by Beijing. Visitor arrivals from Japan have also fallen by 40 percent compared to 2019, although the numbers from Japan are improving gradually.
Key Statistics: Visitor Arrivals and Tourism Growth
| Category | 2024 Figures | 2019 (Pre-pandemic) | 2023 Figures |
|---|---|---|---|
| Total Overseas Visitors | 6.49 million (as of Nov 12) | 11.86 million | 6.48 million |
| Visitor Numbers from Mainland China | -89% decrease (as of Aug 2024) | – | – |
| Visitor Numbers from Japan | 40% decrease | – | – |
| Visitor Numbers from South Korea | Near pre-pandemic levels | – | – |
| Target for 2024 Visitors | 7.5 million to 8 million | – | – |
FAQs
1. Has Taiwan reached its tourism target for 2024?
No, Taiwan has not yet reached its target of 10 million overseas visitors for 2024. As of November 2024, the number of visitors has reached 6.49 million, which surpasses the 2023 total, but still falls short of pre-pandemic levels.
2. Why are visitor numbers still lower than in 2019?
Visitor numbers remain lower due to various factors, including ongoing travel restrictions from mainland China, natural disasters such as earthquakes and typhoons, and the global impact of the COVID-19 pandemic on international travel.
3. How is Taiwan trying to attract more visitors?
Taiwan is offering several promotional measures, including discounts for Taiwan High-Speed Rail tickets, airline promotions, and “Taiwan the Lucky Land” lucky draws for repeat visitors. The country is also focusing on expanding its global presence through new tourism centers in key international cities.
4. Which regions are seeing the strongest growth in visitors?
Taiwan has seen a strong rebound in visitor numbers from South Korea and Southeast Asia, with these regions approaching pre-pandemic levels. However, numbers from mainland China and Japan remain significantly lower than in 2019.
5. What long-term plans does Taiwan have for tourism recovery?
Taiwan’s Tourism Administration is focused on expanding its global presence by opening new tourism information centers in key cities worldwide. The government is also partnering with international celebrities to promote Taiwan as a top travel destination.
