In a significant move to rejuvenate tourism between Taiwan and South Korea, officials from both countries recently set an ambitious target of surpassing 3 million reciprocal visitors by 2025. This goal was established during the 38th Taiwan-South Korea Tourism Exchange Conference held on June 19, 2025, in Mokpo, South Korea. The conference attracted nearly 200 tourism professionals, including government officials, tour operators, and business leaders, and was organized by the Taiwan Visitors’ Association (TVA) in collaboration with the Korea Association of Travel Agents (KATA). Participants discussed the latest trends in the tourism industry and explored innovative strategies to ensure that the year 2025 would mark a significant breakthrough for travel between the two countries.
The event highlighted the strengthening of bilateral ties and the shared desire to build a thriving tourism sector, leveraging both nations’ cultural and technological assets. As Taiwan and South Korea look to rebuild and grow their tourism industries in the post-pandemic world, both countries have recognized the vital role tourism plays in boosting economic recovery and fostering closer cultural connections.
A Growing Trend of Exchange Tourism
Tourism between Taiwan and South Korea has experienced impressive growth over the past decade. In 2014, the number of travelers between the two nations stood at just 1 million. By 2018, that number had surged to over 2 million, reflecting an increasing mutual interest in cultural exchange and leisure travel. Despite the setbacks caused by the COVID-19 pandemic, which disrupted global travel patterns, the tourism sector has demonstrated resilience. In 2023, Taiwan saw approximately 1.7 million South Korean visitors, a recovery to about 70% of pre-pandemic levels. Encouraged by this progress, officials from both sides are now focused on achieving the target of 3 million visitors by the end of 2025.
The long-term vision for the tourism relationship is even more ambitious, with both countries eyeing 5 million annual two-way visitors in the future. This reflects the growing optimism for the recovery and expansion of tourism as global travel continues to rebound.
Embracing Technology to Shape Future Tourism
A key theme at the conference was the need to adapt to the changing dynamics of the global tourism industry. Both Taiwan and South Korea are increasingly looking to technology, especially artificial intelligence (AI), to help create personalized travel experiences and more effective marketing strategies. KATA Chairman Lee Jin-seok emphasized that by incorporating AI and advanced digital tools, both countries could enhance the travel experience and reach more potential visitors.
In addition to technological innovation, there has been growing interest in the unique cultural qualities that both nations share. One such example is the “Taiwan Vibe”—a term used to describe the warmth, simplicity, and authenticity that Taiwan offers to travelers. This cultural aspect has caught the attention of many South Koreans, especially through social media discussions and South Korean television programs that highlight Taiwan’s scenic landscapes and vibrant cities. Taiwan’s reputation as a therapeutic haven, a place where visitors can find tranquility and natural beauty, further adds to its allure among South Korean tourists. South Korean travelers are increasingly turning to Taiwan for its natural attractions, vibrant culture, and welcoming people. Television stations have even produced programs dedicated to showcasing Taiwan’s stunning destinations, increasing awareness of Taiwan’s appeal as a travel destination.
Targeting Specific Demographics
To help achieve their tourism targets, both Taiwan and South Korea are developing targeted promotional campaigns aimed at specific demographics. Taiwan’s Tourism Administration has outlined a strategic approach to attract younger travelers, particularly those in the 20 to 39 age group. Taiwan is marketed as a romantic getaway, offering a blend of nostalgia and modernity that appeals to those seeking unique and memorable experiences. The picturesque landscapes, bustling night markets, and rich cultural experiences make Taiwan an ideal destination for young travelers looking to immerse themselves in both history and contemporary trends.
For travelers aged 50 to 59, the Tourism Administration is promoting cruise tours that allow visitors to explore Taiwan’s beautiful coastlines and nearby islands. These tours offer a more leisurely and scenic way to experience the island’s natural beauty, appealing to those seeking a relaxing and luxurious experience.
Boosting Air Connectivity
Another critical aspect of expanding tourism between Taiwan and South Korea is enhancing air connectivity. There are currently around 270 weekly flights operating between the two countries, connecting major cities in both Taiwan and South Korea. These flights depart from major South Korean airports like Incheon and Gimpo, as well as regional airports such as those in Cheongju, Daegu, Busan, and Jeju. Taiwan’s tourism authorities are keen to encourage more South Korean visitors to explore areas outside Taipei, particularly in central and southern Taiwan. The government is promoting direct flights to cities like Taichung and Kaohsiung, regions known for their rich cultural heritage, tropical landscapes, and charming rural areas. These efforts aim to disperse tourist traffic across Taiwan and help visitors discover the country’s diverse attractions.
Cultural Diplomacy: Taiwan as Guest of Honor at the Seoul International Book Fair
In addition to the tourism conference, Taiwan’s cultural diplomacy efforts were highlighted by its selection as the guest of honor at the Seoul International Book Fair, which opened on June 18, 2025. This recognition is another step in Taiwan’s ongoing efforts to raise its profile and foster deeper cultural exchanges with South Korea. Taiwan’s participation in such high-profile events further strengthens its cultural and tourism ties with South Korea and provides another platform to introduce Taiwan’s attractions to a wider audience.
Looking Ahead: Pingtung County to Host Next Year’s Conference
The Taiwan-Korea Tourism Exchange Meeting will continue to serve as an important platform for strengthening bilateral tourism cooperation. The 39th conference is set to take place in Taiwan next year, with Pingtung County being chosen as the host destination. Known for its beautiful landscapes, rich indigenous culture, and warm hospitality, Pingtung offers the perfect setting to showcase Taiwan’s diverse tourism offerings.
Conclusion
The Taiwan-South Korea tourism collaboration is entering an exciting new chapter. By targeting emerging markets, embracing technological advancements, and promoting their unique cultural identities, both countries are poised to achieve their ambitious tourism goals. Taiwan and South Korea’s shared vision for expanding tourism will not only boost their economies but will also bring people closer together, fostering deeper cultural understanding and lasting connections. With 3 million visitors in sight for 2025 and the goal of 5 million in the future, the next few years are sure to bring even more exciting opportunities for travelers from both nations.
