The Shanlan Express, which is the highlight of the Taiwan Pavilion, is showcased in a life-like exhibition setting against a backdrop of golden rice fields and mountain ranges from eastern Taiwan, allowing visitors to experience the charm of a rail journey between the sea and the mountains.
Adding to the excitement, Taiwan’s national cheerleading team — winners of two gold medals at the 2024 World Cheerleading Championships — delivered live performances to cheering crowds.
For the Malaysian market, the Tourism Administration has set “Deepening the Chinese community market and engaging Muslim travellers” as its core promotional strategy. The initiative combines rail, offshore islands, ecological and cultural tourism products, while actively expanding Muslim-friendly travel services.
In May 2025, Taiwan was once again named “Best Leisure Destination in Asia” by Global Traveller magazine (USA), and the UK’s cultural authority Time Out ranked Tainan fourth on its “Best Places to Visit in Asia 2025” list, reaffirming Taiwan’s enduring tourism appeal.
In addition, the Taiwanese delegation will host the Taiwan Tourism Promotion Seminars next Monday in Kuala Lumpur and next Tuesday in Johor Bahru, aiming to expand cooperation opportunities between Malaysian and Taiwanese stakeholders and increase the number of Malaysian travellers to Taiwan. These sessions will welcome more than 100 local businesses and media representatives, focusing on Taiwan’s Muslim friendly initiatives, new attractions, themed itineraries and diverse incentive programmes. The events aim to deepen exchanges between Malaysia and Taiwan’s tourism industries while strengthening the market potential and sales of Taiwan’s tourism products in Malaysia.
What trends do you observe in recent years regarding travel to Taiwan by the Malaysian public?
As Taiwan continues to optimise its Muslim-friendly facilities, including halal food, prayer spaces and certified Muslim-friendly accommodations, Taiwan has performed outstandingly in global Muslim travel rankings, further attracting a large number of Malaysian Muslim tourists.
Taiwan has a wealth of diverse tourism resources and highlights, waiting to be explored in depth by Malaysian tourists. We believe that in the near future, tourism exchanges between the two sides will fully return to pre-pandemic levels and continue to set new records.
I believe there are several key factors driving and influencing the positive development of the Taiwan-Malaysia tourism market:
After the pandemic, flights between Taiwan and Malaysia have gradually resumed. There are now frequent flights and diverse options, and promotional fares offered by various airlines have significantly lowered the travel barrier. The direct services provided by low-cost airlines, in particular, not only offer flexible choices but also further boost the willingness of independent travellers to visit Taiwan.
Taiwan has long been committed to creating a “Muslim-friendly tourism environment.” From the increasing supply of halal food and the growing number of halal-certified restaurants and accommodations to the widespread availability of prayer spaces and signage systems, Muslim travellers can feel at ease and comfortable traveling around Taiwan. It is worth mentioning that Taiwan’s ranking in the GMTI has been rising in recent years, which has further enhanced the trust and expectations of Malaysian travellers for visiting Taiwan.
Taiwan boasts rich natural landscapes, from majestic mountains and lakes to charming oceans, each offering a different scenery throughout the four seasons, providing a variety of travel options. At the same time, night market food, local snacks, diverse cultural experiences and various themed tours are important attractions for tourists. Taking the Taiwan Pavilion at this Matta Fair as an example, we have specially adopted “trains” as the design theme, echoing Taiwan’s popular railway tourism, to let everyone feel the unique charm of Taiwan’s travel.
In recent years, the Taiwan Tourism Administration has continuously strengthened its marketing efforts in Malaysia through tourism promotion meetings, media features, social media management and collaborations with influencers and bloggers, effectively reaching more of the younger demographic.
How do you foresee the development of the Malaysian tourism market to Taiwan in the next few years?
On the other hand, a Muslim-friendly tourism environment remains a key driver for market growth. Taiwan has already shown great results in halal food, prayer facilities and friendly accommodations. If we can continue to strengthen these efforts and design exclusive products tailored to the needs of Muslim travellers, it will help attract more Malaysian visitors, especially families and the younger generation.
Furthermore, with the continuous expansion of Malaysia’s middle class and the increased spending power of the younger generation, Taiwan can effectively seize market momentum by continuing to use digital marketing, social media platforms and collaborations with influencers, in addition to partnering with local travel agencies and airlines to launch innovative products and promotional packages.
MOTC director of international affairs division of the Tourism Administration, Huang Yi-Chen, explained:
As soon as everyone walks into the Taiwan Pavilion, they will see the magnificent model of the “The Breeze” Shanlan Express sightseeing train behind me. It is one of the most popular sightseeing trains in Taiwan in recent years. It is not just a mode of transportation, but a comprehensive travel experience that combines local cuisine, attentive service, and unique aromas. We hope to take everyone on an imaginary journey of “travelling around the island by train” through the “The Breeze”, immersing them in the scenery and passion of Taiwan from the moment they enter the exhibition area.
• Interactive exhibition and prize draws
• Stage performances and interactive experiences
• Live Taiwan food experience
• Weekend exclusive surprises
Through a comprehensive design that encompasses eating, playing, seeing and listening, we hope every person who walks into the Taiwan Pavilion can truly experience the unique charm of Taiwan. We believe this “small journey” will make everyone yearn for and fall deeply in love with this beautiful island!
The promotion of the Salam Taiwan campaign in recent years has indeed led to significant achievements for Taiwan in creating a Muslim-friendly tourism environment.
The number of halal restaurants and accommodations in Taiwan has been increasing year by year. There are now hundreds of certified restaurants, hotels and guesthouses located all over the north, central and south regions, allowing Muslim travellers to dine and stay with peace of mind in Taiwan.
Many airports, department stores, scenic spots and tourist attractions have set up prayer rooms and provide friendly facilities with clear
• Outstanding performance in international rankings
• Market promotion and brand enhancement
• Diverse experiences and cultural integration
activities, specially designed tours and local experiences, making Muslim travellers feel at home.
What specific goals does the Matta Fair 2025 Taiwan Pavilion hope to achieve through this event?
To use a large pavilion and themed activities to let more Malaysian people feel the charm of Taiwan tourism firsthand and generate widespread discussion in the media and on social media.
In addition to participating in the Matta Fair, we have arranged B2B meetings and exchange platforms on Sept 8 and 9 in Kuala Lumpur
• Attract independent and family travellers
• Deepen brand image
Ultimately, we hope that through this Matta Fair, we can further increase the number of Malaysian visitors to Taiwan and solidify Taiwan’s position as one of the preferred travel destinations for Malaysian tourists.
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