Taiwan steps up effort to attract more Pinoy travelers

CEBU, Philippines — Taiwan is stepping up efforts to attract more Filipino travelers, dispatching a delegation of 28 tourism industry partners to Cebu as the island seeks to build on record visitor arrivals from the Philippines and cement its position as a leading short-haul destination in Asia.

The delegation, which included representatives from hotels, theme parks, leisure farms and travel companies, participated in a business-matching event with Cebu-based travel agencies and tour operators, building on Taiwan’s increasingly aggressive campaign to convert strong travel demand into sustained visitor growth.

The Cebu event held recently at the Radisson Blu Cebu, followed a similar stop in Manila and forms part of an annual roadshow organized by Taiwan’s Tourism Administration to deepen industry ties and expand sales channels in one of its fastest-growing source markets.

“The Philippines has become Taiwan’s largest visitor market in Southeast Asia, so it is very important for us to continue strengthening partnerships with local travel agents,” said Cindy Chen, director of the Taiwan Tourism Information Center in Manila and Bangkok under the Taiwan Tourism Administration.

Taiwan welcomed about 627,000 Filipino visitors in 2025, a record high and roughly 30 percent higher than the previous year, according to the agency. The figure made the Philippines Taiwan’s top source market in Southeast Asia, driven by visa-free access and robust air connectivity between the two destinations.

The tourism authority is using the roadshow to promote its “Taiwan – Waves of Wonder” campaign and the “Taiwan 100 Ways” initiative, which encourages travelers to design personalized itineraries around food, culture, nature and leisure experiences.

For the Philippine market, Taiwan is placing particular emphasis on culinary tourism, cultural attractions and recreational travel, reflecting the preferences of Filipino visitors seeking short-haul vacations.

The strategy appears to be gaining traction. Visitor arrivals from the Philippines reached about 210,000 in the first quarter of 2026, up nearly 43 percent from a year earlier, signaling continued momentum despite concerns that higher airline operating costs linked to tensions in the Middle East could dampen regional travel demand.

Taiwan and the Philippines are linked by about 130 weekly flights, including direct services from Cebu, with travel times of less than two hours. Most Filipino visitors stay four to five days, while independent travel has become increasingly popular due to Taiwan’s extensive rail and public transport network.

Filipino travelers currently enjoy visa-free entry to Taiwan for up to 14 days through July 2026, while Taiwan nationals receive reciprocal visa-free access to the Philippines.

Tourism officials said the favorable response to the arrangement supports the case for its extension, although any decision remains subject to approval by both governments.