December 11, 2025 TnH Global

Taiwan engages India market with three-city roadshow, to drive strategic growth across leisure and MICE segments

Continuing to expand its trade outreach in India, Taiwan Tourism Administration (TTA) recently concluded its latest series of strategic three-city India roadshow. Scheduled from November 19-21, the roadshows were organised across Chennai, Bengaluru and for first time, in Pune. The effort highlights Taiwan’s growing focus on trade engagement in order to build destination awareness and impart product training while keeping the focus on positioning Taiwan as a premier leisure and MICE destination. The effort also marked the tourism board’s continuing expansion in trade outreach across newer markets.

Targeted at the Indian travel trade, the roadshows were attended by over 120 travel trade partners across the three cities underscoring the growing momentum in TTA’s commitment to deepening engagement with India’s dynamic travel industry. The interactions fostered strategic business relationships, enhanced product knowledge, and allowed for exchanging insights, exploring collaborations, and highlighted Taiwan’s diverse tourism offerings

Taiwan’s leading destination management companies Apple Travel Services and Top Holidays participated virtually in the roadshow, presenting their specialized services and customized packages designed specifically for the Indian market. Their presentation highlighted decades of expertise in curating bespoke itineraries that cater to Indian sensibilities while highlighting Taiwan’s best-kept secrets.

Malaysia Airlines served as the official airline partner of the roadshow in all the three cities. The airline highlighted enhanced connectivity between India and Taiwan via its hub in Kuala Lumpur for Indian travellers seeking seamless and convenient connectivity.

Speaking about TTA’s recent engagement in the three cities, Paul Shih, Director – Singapore Office, Taiwan Tourism Administration, said, ” TTA is committed to a long-term strategy of positioning Taiwan as a premier destination for high-end leisure and MICE travellers from India. The three-city roadshow not only marks the continuing strengthening of TTA’s partnership with the trade in these key gateway cities but also builds upon our resolve to reach out and engage with the trade in newer markets like Pune. We will continue to work closely with our trade partners through initiatives such as roadshows, travel fairs, and marketing campaigns to unlock new opportunities.”

Shih also said that India remains a key market in TTA’s market development plan and that the tourism board is quite bullish about India’s outbound potential for Taiwan.

Taiwan continues to be one of the safest destinations for visitors and solo women travellers due to its very low crime rate, friendly and helpful locals, and efficient public transportation. Indian food, including Jain food, is widely available. It’s seamless blend of modernity and tradition, coupled with world-class tourism infrastructure, luxury branded hotels, convention centres, sheer diversity of destinations, activities and bespoke immersive experiences make it an ideal choice for India’s burgeoning leisure and MICE segments.

Since its strategic re-entry into the Indian market in early 2025, TTA has implemented a comprehensive 360-degree market development plan encompassing roadshows,

familiarization trips, digital activations, PR campaigns, media engagement, influencer marketing, and participation in major travel trade shows.

The administration has expanded its outreach beyond metro cities to penetrate deeper into South India through events in Chennai and Bengaluru, while also making strategic step into West India with roadshow in Pune. This multi-city approach reflects TTA’s commitment to tapping into India’s diverse regional markets and creating awareness across multiple source cities.

The successful completion of this three-city roadshow reinforces TTA’s commitment to strengthening trade partnerships, enhancing product knowledge among Indian travel professionals, and putting Taiwan among the top destination choices for both leisure and MICE travel from India.