To further strengthen Taiwan’s presence in Malaysia’s outbound tourism market, the Tourism Administration, Ministry of Transportation and Communications (MOTC), has brought together a Taiwan tourism delegation comprising 44 organisations and 76 industry representatives, including local governments, tourism associations and tourism operators.
The delegation arrived in Malaysia on Sept 3 to participate in the MATTA Fair Kuala Lumpur, Malaysia’s largest travel fair, which took place over three days from September 4-6, 2026.
The Taiwan Pavilion has been recognised as an Important Partner of MATTA Fair. Taiwan Tourism Administration brings the newly launched “Tourism Dual-Drive Programme” incentive package and inviting Malaysians to discover the many ways to experience Taiwan through “Taiwan – 100 Ways”.
During the visit, the Taiwan Tourism Administration’s Kuala Lumpur Office and Malaysia Airlines will also announce the signing of a Memorandum of Understanding (MOU). This marks the Tourism Administration’s first major collaboration with Malaysia Airlines, opening a new chapter in Taiwan–Malaysia tourism cooperation, strengthening air connectivity and further encouraging Malaysian travellers to visit Taiwan.
The Taiwan Pavilion continues to feature the theme “Taiwan – Waves of Wonder”, complemented by the “Taiwan Never Sleeps” marketing concept. For the first time, Malaysian Muslim travel operators have also been invited to participate in the Taiwan Pavilion, demonstrating Taiwan’s commitment to further developing the Muslim travel market.
Visitors can enjoy interactive activities including a Taiwan-themed photo booth and Taiwan knowledge quiz, designed to enhance engagement and encourage interest in Taiwan travel products.
On stage, the Diabolo Walker, which has previously performed on a Cirque du Soleil stage, will present an exciting LED diabolo performance. Popular Malaysian content creator Azim Othman, together with travel couple Alana and Abbas, will also share their personal travel experiences in Taiwan, offering Malaysian visitors a closer look at the destination’s diverse attractions.
The programme includes incentives for MICE visitors extending their stay for leisure, as well as additional accommodation incentives for overseas corporate incentive groups travelling to central and southern Taiwan, and the Hualien–Taitung region.
Recognising the strong potential of repeat visitors, the Tourism Administration is also building on the popularity of its previous “Taiwan the Lucky Land” lucky draw campaign by introducing a new initiative, “Return to Taiwan, Double the Luck”.
Travellers who have previously entered Taiwan on or after 1 January 2023 may be eligible, upon returning to Taiwan, for a chance to receive NT$5,000 in stored-value spending credit. Those travelling with family members or friends may also receive an additional NT$3,000 incentive for their accompanying traveller, bringing the total benefit to as much as NT$8,000. The programme is particularly suitable for Malaysian families and groups of friends travelling together.
Taiwan Delegation’s visit marks an important milestone in Taiwan’s tourism promotion efforts in Malaysia. In addition to introducing the “Tourism Dual-Drive Programme” incentive package to Malaysian tourism industry partners and travellers, she will personally officiate the relocation ceremony of the Tourism Administration’s Kuala Lumpur Office on 4 September, marking an expansion of its local service capacity.
On the same day, the Tourism Administration and Malaysia Airlines will jointly announce the signing of their MOU, representing the first major cooperation initiative between the two parties. The partnership will focus on familiarisation trips (FAM Trips), travel product development and joint marketing initiatives, with the aim of strengthening Taiwan–Malaysia air connectivity and increasing visitor arrivals.
As an Important Partner of MATTA Fair, Taiwan will enjoy strong brand visibility across key areas of the exhibition venue. The Taiwan Pavilion is expected to attract more than 10,000 visitors over the three-day event, with active travel enquiries and sales of Taiwan travel products anticipated throughout the fair.
Following the Kuala Lumpur event, the Taiwan delegation will travel to Johor Bahru on 8 September for the Taiwan Tourism Promotion Event and B2B Session at the Sheraton Johor Bahru Hotel. The event is part of Taiwan's ongoing two-city tourism promotion campaign to deepen Taiwan–Malaysia tourism cooperation.
Nearly 100 representatives from local tourism associations, travel agencies and media organisations are expected to attend, with more than 3,000 business meeting sessions anticipated. Through business networking and tourism product presentations, the event aims to create new partnerships and business opportunities.
With Johor’s proximity to Singapore, strong position as a regional travel hub and high consumer spending potential, the state has become an increasingly important market for Taiwan’s tourism promotion efforts.
With Muslims making up nearly 70% of Malaysia’s population, the Tourism Administration continues to strengthen the promotion of Taiwan as a Muslim-friendly destination.
In 2026, Taiwan was ranked 3rd globally among non-OIC destinations in the Mastercard-Crescent Rating Global Muslim Travel Index (GMTI).
Moving forward, the Tourism Administration will continue to work closely with airlines, travel operators, local governments and social media influencers to showcase Taiwan as a destination with something to enjoy in every season, day and night, while encouraging more Malaysian travellers to visit Taiwan and return for repeat visits.
Chih-Hung Cheng, Director of International Affairs from Taiwan Tourism Administration, hopes this promotion will give our Malaysian friends a glimpse of Taiwan’s diverse and vibrant tourism offerings — where there is always something exciting to experience, from day to night, 24 hours a day.
“Whether it is for food, culture, nature or shopping, Taiwan is a destination that can be enjoyed anytime, anywhere. Whenever you feel like travelling, Taiwan is always ready to welcome you. Taiwan is not just a destination for a holiday, but a place where every visit can create new and memorable experiences. We look forward to welcoming more Malaysian travellers to discover Taiwan, experience its unique charm and fall in love with the island,” said Chih-Hung Cheng.
