Image Credit: Taiwan Tourism FB
By C. Khor
GEORGE TOWN, May 18: Rainy train stations, lantern-lit alleys, old streets lined with cafés and mountain rail journeys disappearing into the mist are becoming part of Taiwan’s new tourism pitch to Malaysian travellers.
At this year’s Taiwan Travel Fair under the campaign branding “Taiwan – Waves of Wonder” in Penang, its tourism authorities moved away from the usual marketing built around Taipei’s night markets, bubble tea and shopping districts.
Instead, the focus was on slower off-the-beaten-path travel such as railway journeys through mountain towns, regional food trails, smaller cities and local culture.
“What visitors are looking for now is a different kind of travel experience,” said Abe Chou, director of the Taiwan Tourism Administration Kuala Lumpur office, during the launch of the fair at Queensbay Mall on May 15.
This is partly due to changing travel habits, especially among repeat travellers who are moving away from rushed itineraries and major tourist landmarks.
Image Credit: Courtesy
Travel platforms, social media and AI-generated itineraries have also made it easier for independent travellers to discover smaller towns without depending entirely on packaged tours.
Unlike Japan or South Korea, Taiwan leans more towards a sense of familiarity, especially when it comes to language, food and cultural nuances. Its compact size, extensive rail network and relatively relaxed pace also make travelling between cities easier to plan.
Chou said cities such as Taichung, Tainan, Chiayi and Kaohsiung offered more than traditional sightseeing, while sharing lifestyle similarities with Penang.
Railway tourism forms a major part of the campaign. Taiwan’s rail system, including themed train services and high-speed rail connections, allows travellers to explore destinations outside the usual tourist route.
One of the destinations highlighted during the fair was Alishan in Chiayi, known for its mountain railway culture. Featured products included speciality doughnuts flown in from Fenqihu, a township along the Alishan railway route.
The fair also promoted Michelin and Bib Gourmand food trails, tourism factory DIY activities involving tea, crayons and spice packs, as well as regional experiences outside Taipei.
Taiwan is also leaning into media and entertainment to reach Malaysian audiences. Chou said the tourism authorities had previously worked with 8TV and VIU TV, and were looking at more partnerships with Astro and local broadcasters.
Instead of brochures and travel agencies, Taiwan is tapping the entertainment and social media culture, where content creators and television programmes play a part in how destinations are seen and remembered.
Taiwan is also expanding its Muslim-friendly tourism offerings under the Salam Taiwan campaign, with more than 350 hotels and restaurants across the island now holding halal-related tourism certification. Prayer rooms and Muslim-friendly facilities are also becoming more common at train stations, highway rest stops and tourist centres.
Travel between Malaysia and Taiwan continues to recover, with more than 400,000 Malaysians visiting Taiwan last year. There are currently over 60 daily flights between the two countries, including direct daily flights from Penang.
The travel fair brought together 68 tourism operators from 29 organisations, including travel agencies, hotels, airlines and leisure operators.
“The ultimate goal is to bridge the gap and let more people understand the different aspects of travelling in Taiwan. Beyond the main tourist attractions, there are many smaller experiences worth paying attention to,” Chou said.
Those present at the launch were representatives from Taiwanese business associations, alumni groups, travel agencies and airline operators based in Penang, including Malaysian Association of Tour and Travel Agents (MATTA) Penang chapter chairman Carolyn Leong, Malaysian Chinese Tourism Association (MCTA) Penang chapter chairman Andy Chuah, China Airlines Penang branch general manager Michelle Wu, and Taiwan Chamber of Commerce & Industry in Malaysia Penang State president Linda Huang.
Abe Chou (in red shirt) with representatives of business associations, travel agencies and industry players at the launch. Image Credit: Courtesy
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