U.S. visitor arrivals are nearing pre-pandemic levels and outpacing those from neighboring countries, fueled by new flight routes, diverse attractions, and a robust tourism campaign.

In the post-pandemic era, American tourism has shown one of the strongest rebounds in Taiwan’s travel market. Data from Taiwan’s Tourism Administration shows that this year the United States has been the fourth largest source of visitor arrivals in Taiwan, edging out Singapore, the Philippines, and Thailand. American tourists “have increased a lot,” notes Michael Wu, CEO of My Taiwan Tours.

Meanwhile, Tourism Administration Director General Joe Chou says the administration aims to attract one million American visitors annually by 2028. Last year, nearly 530,000 American visitor arrivals in Taiwan were recorded, reaching 88% of the pre-pandemic levels seen in 2019. From January to August this year, American visitor arrivals climbed to 93% of pre-pandemic levels. Of these visits, 54% were classed as “leisure” trips.

Among all of Taiwan’s visitor arrivals over this period, Hong Kong ranked first with more than 880,000 visitor arrivals, followed by Japan at around 795,000, and Korea at around 620,000. Behind the United States was the Philippines at over 300,000.

The increased number of U.S.-Taiwan flights has significantly fueled this recovery, with over 140 weekly flights currently operating between the two countries. Mid-year saw three airlines launch new direct routes between Seattle and Taipei. Notably, Delta Air Lines in June launched its first direct service between the United States and Taiwan in several decades, offering daily flights to and from the Northwestern city.

Delta’s new flights mark its first operations in Taiwan since 2017, when it ceased the one-stop service it offered via Japan. According to the airline’s statement to TOPICS, the decision to introduce these routes was driven by Taiwan’s rapid growth as a corporate market, particularly in manufacturing and technology. However, Delta also observed strong demand among leisure travelers, with the routes proving popular in both directions last summer. “We expect to see a growing trend for Taiwan as a new destination this year,” Delta says.

Among Taiwanese carriers, Starlux Airlines began offering three weekly flights to Seattle in August, while China Airlines resumed five weekly flights in July, complementing EVA Air’s daily Seattle service.

However, while routes to the U.S. West Coast have increased, regular direct flights to Guam and Hawaii have yet to resume post-pandemic. “We’ve been working on restoring scheduled flights to Guam,” says Felix Yen, director of the Guam Taiwan Office. In fact, China Airlines is set to resume flights to Guam starting November 27.

A 2023 survey by the Tourism Administration revealed that American visitors are most drawn by Taiwan’s cuisine and street snacks, scenic landscapes, and the warmth of its people. Officials note that having a diverse range of activities also appeals to American tourists, including diving, surfing, and meditation retreats centered on Taiwanese spiritual practices.

“Taroko Gorge is one of the favorites for Americans because of its natural scenery and spectacular views,” says Wu of My Taiwan Tours. Unfortunately, it will take some time for the Hualien area to recover from the damage suffered this spring caused by a major earthquake.

Jenny Chung, secretary general of the Taiwan Visitors Association, suggests that increased global media attention on Taiwan’s successful Covid-19 response and China’s recent military drills have indirectly boosted tourism by putting Taiwan on the global map. Wu concurs, adding that this coverage may create a sense of urgency among some American travelers who want to visit Taiwan before cross-Strait tensions potentially escalate further.

The pull factors

Wu says that for first-time American visitors to Taiwan, he typically recommends popular Taipei attractions like the Chiang Kai-shek Memorial Hall and Taipei 101, along with scenic destinations such as Sun Moon Lake.

Americans often arrive with modest expectations, which makes their experiences in Taiwan even more rewarding, he says. He adds that many visitors are pleasantly surprised by the island’s diverse culinary offerings – not only local specialties like Taiwanese, Hakka, and Indigenous dishes but also exceptional Cantonese and Japanese cuisine.

Sarah Lin, general manager of the five-star Crowne Plaza Tainan, says American tourists who stay at her hotel are generally enthusiastic about Tainan’s street snacks and historical attractions, such as Anping Old Fort and Chikan Tower. “If they go to a historical site, they really want to know its history – why it’s been built and the significance,” she says. “The Chinese come here for the food, and it’s the same for Singapore.”

Lin points out that Tainan’s transportation and infrastructure remain challenging for foreign tourists. She notes the lack of an MRT system, the considerable distance between tourist attractions, and the infrequency of bus services as significant obstacles for visitors. “After the pandemic, Taipei has seen a big pickup of foreign tourists, but in Tainan, it’s been very sad,” she says.

The government has intensified efforts to promote Taiwan tourism in the United States. The Tourism Administration plans to open a Taiwan Tourism Information Center in Seattle next year to attract more visitors from the Northwest, adding to existing offices in New York, Los Angeles, and San Francisco. A similar center in Chicago is also under consideration for 2028, Chou says.

In May, the Taiwan Tourism Administration launched a new tourism slogan, “Taiwan – Waves of Wonder,” symbolizing adventures across the island’s mountains and coastlines. The brand has been actively promoted in the United States, with its debut in a Times Square ad and on New York City’s double-decker buses in September.

In June, the Tourism Administration together with representatives from Taiwanese airlines, local governments, and travel agencies hosted tourism workshops in Seattle, Los Angeles, and San Francisco. The events aimed to connect American travel businesses with Taiwanese partners, promote new flight routes, and develop travel packages. Chung notes that turnout was significantly higher this year compared to pre-pandemic levels. “More non-Taiwanese and non-Chinese travel agents came to our event, and we were very happy about that,” she says.

The Tourism Administration has partnered with American shows to boost Taiwan’s visibility. It invited Philip Rosenthal of Netflix’s Somebody Feed Phil to explore Taiwan’s cuisine and culture, with the Taiwan episode premiering globally last March. Additionally, it collaborated with the media company Tastemade’s From Scratch, featuring David Moscow’s culinary journey through Taiwan, which aired in April.

A recent strategy to promote Taiwan has centered around the two countries’ shared love of baseball. At one of their games in September, the Arizona Diamondbacks held a Taiwanese Heritage Celebration night, sponsored by Delta Air Lines and Kuai Kuai Co., featuring the Dragon Beauties, cheerleaders for the Taiwan professional league’s Wei Chuan Dragons. The event, attended by TSMC employees in Arizona, also included a booth promoting Taiwanese tourism. That same month, Nvidia founder Jensen Huang threw the ceremonial first pitch at a Taiwanese Heritage Night hosted by the San Francisco Giants at Oracle Park. Sponsored by the Tourism Administration and EVA Air, the event featured various Taiwanese snacks.

The Tourism Administration is also actively promoting tourism by encouraging business travelers and conference attendees, including Americans, to explore Taiwan’s attractions. Organizers of MICE (meetings, incentives, conferences, and exhibitions) events can receive government subsidies – about US$70 per attendee on weekdays and US$50 on weekends – when offering pre- or post-event tours. Additionally, the administration is targeting North American transit passengers, providing free half-day tours during stopovers.

The other way around

In the opposite direction, Taiwanese tourism to the United States is also experiencing a post-pandemic rebound, though not as rapidly as that of American visitors to Taiwan. The Tourism Administration, citing data from the U.S. National Travel and Tourism Office, says around 341,600 Taiwanese visited the United States last year, reaching 68% of 2019 levels. In the first seven months of this year, over 233,000 Taiwanese traveled to the United States, about 77% of the pre-pandemic figure, according to estimates by the American Institute in Taiwan (AIT).

“Taiwan also managed to regain its ranking on the world’s top 20 non-U.S.-resident visitor arrivals to the United States,” an AIT spokesperson says.

Chung of the Taiwan Visitors Association observes that post-pandemic, Taiwanese tourists tend to favor destinations closer to home. She suggests this is likely due to the limited vacation time offered by many Taiwanese companies, making long-haul travel less practical when considering the constraints of work schedules.

All interviewees agree that most Taiwanese now prefer to travel to the United States independently rather than in tour groups. Wang Mei-mei, representative for the State of Montana Asia Trade Office-Taiwan, estimates that over 80% of Taiwanese visitors choose this approach. While some older travelers who don’t speak English may still opt for group tours, this is not the case for the younger generation. “They rent a car and tour Montana by themselves,” she says.

According to Wang, shopping is the most popular activity for Taiwanese tourists in the United States, followed by sightseeing and fine dining. She anticipates growing demand for niche travel experiences, including sports tourism, adventure tours, health and wellness retreats, gastronomic holidays, cruises, and youth study programs.

Taiwan Visitors Association’s Chung notes that many Taiwanese travelers to the United States visit friends and relatives. For first-time visitors, California is often the initial destination, with attractions like the Golden Gate Bridge, Disneyland, and Hollywood drawing interest, along with possible side trips to Las Vegas. On a second trip, Taiwanese tourists typically head to the East Coast, exploring major attractions like New York City.

The rebound in Taiwanese tourism to the United States is partly fueled by the new flights to Seattle, which serves as a gateway to Alaska’s scenic attractions. Chung notes that Seattle is home to Alaska Airlines and a major departure point for Alaska-bound cruises, making it an appealing destination for travelers seeking further adventures. Wang adds that “Seattle is also a good way to connect to Montana.”

Wang’s office promotes Montana tourism in Taiwan, emphasizing activities like visiting Yellowstone National Park, glamping, and even digging for dinosaur bones. Paul Green, director of the Montana Department of Commerce, notes that globally popular American movies and TV shows often enhance interest in U.S. destinations. For instance, the TV series Yellowstone has significantly spurred tourist interest in Montana.

Like Taiwan’s Tourism Administration, Montana integrates tourism promotion with trade and business visits. State officials encourage business travelers to try activities like fly fishing or white-water rafting, according to Green.

Wang’s office recently wrapped up a three-month Montana food promotion in Taipei, featuring dishes like Huckleberry pie, Jerimiah Johnson beer, and a lucky draw with two Delta Air Lines tickets to Montana. Meanwhile, Yen markets Guam as “America in Asia,” highlighting its proximity (just four hours from Taiwan), family-friendly environment, and American English, making it an educational destination.