From left: Starlux Airlines general manager Kenji-Li, Malaysian Association of Tour and Travel Agents president Nigel Wong, Transportation and Communications Ministry Tourism Administration Internal Affairs Division director Huang Yi-Chen, Taipei Economic and Cultural Office (Malaysia) representative Phoebe Yeh, Taiwan Tourism Administration (KL Office) director Abe Chou, Malaysian Chinese Tourism Association national president Patrick Law, Taiwan Visitors Association deputy secretary general Kevin Chen and China Airlines general manager Mou Wen Po at the Taiwan Pavillion during the MATTA Fair.
THE Taiwan Tourism Administration (TTA) together with city and county governments, tourism associations, travel agencies, hotels, theme parks, leisure farms, and souvenir brands, united 53 organisations and over 100 representatives to form a strong tourism delegation at the recent MATTA Fair Kuala Lumpur 2025.
Themed “Taiwan—Waves of Wonder”, the Taiwan Pavilion highlighted the island’s newest tourist train, the Shanlan Express, presented in a life-like setting complete with golden rice fields and mountain ranges from eastern Taiwan.
Malaysian visitors were also treated to hands-on cultural activities such as tea bag making with Alishan tea leaves and sampling nostalgic Taiwanese egg cakes.
Under the call to “Visit Taiwan for a cup of tea”, the pavilion invited guests to savour authentic Taiwanese tea while exploring the island’s diverse attractions.
Adding excitement to the fair, Taiwan’s national cheerleading team—winners of two gold medals at the 2024 World Cheerleading Championships—delivered high-energy live performances.
Popular Malaysian content creator SoyaBelacan and travel influencer Just Travel also joined the pavilion to share their Taiwan travel experiences, amplifying the island’s appeal through social media storytelling.
Beyond the exhibition, the delegation hosted Taiwan Tourism promotion seminars at The Westin Kuala Lumpur and Renaissance Johor Bahru Hotel to foster deeper cooperation with Malaysian industry partners and boost visitor arrivals.
For the Malaysian market, the TTA has set its core promotional strategy as “Deepening the Chinese community market and engaging Muslim travellers.”
Efforts focus on showcasing rail, offshore island, ecological and cultural tourism products, while expanding Muslim-friendly services.
Taiwan’s commitment has earned it 4th place among non-OIC destinations in the Mastercard-CrescentRating Global Muslim Travel Index (GMTI) 2025.
International recognition further strengthens Taiwan’s appeal: in May 2025, it was named “Best Leisure Destination in Asia” by Global Traveller magazine (US), while the UK’s Time Out ranked Tainan—widely considered the oldest city in Taiwan, as 4th on its “Best Places to Visit in Asia 2025” list.
