- Expand MICE and Incentive Travel Opportunities Across the Asia-Pacific
By Taiwan Tourism Administration
TAIWAN / SINGAPORE – To continue expanding business opportunities across the Asia-Pacific for MICE (Meetings, Incentives, Conferences, and Exhibitions) and corporate incentive travel to Taiwan, the Tourism Administration of the Ministry of Transportation and Communications (MOTC), joined by seven Taiwanese industry partners, is set to lead a delegation to ITB Asia 2026.
Held in October at the Sands Expo and Convention Centre in Singapore, ITB Asia is the premier B2B travel trade show in the Asia-Pacific region.
Taiwan is set to establish a dedicated Taiwan Pavilion at the exhibition with the participation of two major metropolitan hubs: the Taipei City Government will set up its own City Pavilion, and the Kaohsiung City Government will lead local industry operators to the event. Working hand in hand, the central and local governments will join forces to expand into international markets, showcasing Taiwan’s rich tourism resources alongside its robust capabilities in MICE and incentive travel to international buyers.
The visual design of this year’s Taiwan Pavilion carries forward Taiwan’s global tourism brand identity, centering around two core thematic axes:
“Pinnacle of the Tropic of Cancer” and “Smiling Southern Bays.” The booth vividly highlights breathtaking scenery along the Tropic of Cancer—including Sun Moon Lake, Yushan (Jade Mountain), Alishan, and Taitung—while featuring the National Kaohsiung Center for the Arts (Weiwuying) to reflect the vibrant cultural energy of the southern bays. This visual narrative delivers an immersive impression of Taiwan’s travel appeal to international buyers, underscoring the seamless harmony between its natural splendour and cultural heritage.
Taiwan’s MICE sector has generated significant momentum in recent years. In step with the Executive Yuan’s policy initiative of “driving tourism through conventions and exhibitions, and boosting spending through tourism,” the Tourism Administration continues to integrate cross-ministerial resources to aggressively bid for and bring major international conventions and exhibitions to Taiwan.
Capitalising on substantial Muslim market opportunities in Southeast Asia and the Middle East—and buoyed by Taiwan’s ranking as the joint third-best non-OIC (Organization of Islamic Cooperation) destination in the Global Muslim Travel Index 2026—Taiwan now boasts more than 350 Halal-certified restaurants and Muslim-friendly accommodations, steadily refining its travel infrastructure for Muslim visitors.
During ITB Asia, the Taiwan Pavilion will host its first-ever dedicated briefing on “Muslim-Friendly MICE,” inviting buyers from international associations and media representatives to learn about Taiwan’s Muslim-friendly travel ecosystem, convention services, and supporting infrastructure. Participating operators will also present their services and engage in direct business matchmaking with buyers, effectively broadening Taiwan’s footprint in the Muslim MICE and incentive travel segments.
The Taiwan Pavilion features a dedicated Muslim-friendly snack bar offering Taiwanese Halal-certified pineapple cakes and nougat tastings, allowing international buyers to experience Taiwan’s welcoming hospitality firsthand. Daily interactive activities are also arranged on-site, including DIY cotton candy stations crafting shapes of Taiwan’s tourism mascot “OhBear,” roses, and ice cream cones. Buyers finish their creations with official tourism administration branding stickers, fostering lively engagement and memorable interactions.
The tourism administration plans to leverage the trade show to announce enhanced promotional incentives for MICE and incentive travel. Under the new measures, international travellers visiting Taiwan for conventions or exhibitions are eligible for complimentary Taiwan Tour Bus half-day or full-day excursions as well as a Taiwan PASS (High-Speed Rail Edition). Furthermore, to encourage international incentive tour groups to explore diverse destinations across central and southern Taiwan, eastern Taiwan (Hualien and Taitung), and the offshore islands, overseas corporations holding incentive trips that include overnight stays south of Taichung receive an additional NT$1,000 subsidy per person per night.
The tourism administration emphasises that MICE and corporate incentive travel are vital channels for attracting high-spending visitors to Taiwan. Through the international platform of ITB Asia, the Administration aims to ensure buyers from Southeast Asia and around the globe fully appreciate Taiwan’s competitive edge—from first-class convention facilities and rich cultural allure to hospitable, all-inclusive services—securing more international MICE and incentive travel opportunities for Taiwan.
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