14/05/2026

THURSDAY | MAY 14, 2026

6

Taiwan eyeing Malaysian tourists o Promotional events to be held in Penang and KL, featuring travel packages and entertainment activities

Kuala Lumpur on May 19 with two tourism workshop sessions at The Westin Kuala Lumpur – one tailored for the Muslim travel market and another for Chinese travel industry players. The sessions are expected to attract more than 100 local tourism stakeholders and facilitate about 5,000 business matching engagements between Malaysian and Taiwanese representatives. The Taiwan Tourism Administration said Malaysia is one of its key tourism markets under Taiwan’s New Southbound Policy. It cited Malaysia’s 5.2% GDP growth in 2025, rising outbound travel demand, visa-free entry and direct flight connectivity as factors supporting travel between the two countries. Taipei is linked to Kuala Lumpur by about 40 direct flights weekly, while Penang also has direct connections to Taipei operated by airlines that include China Airlines and Malaysia Airlines. Taiwan Tourism Administration statistics showed 385,787 Malaysians visited Taiwan in 2025, a 10.6% decline from 431,481 in 2024. The campaign is part of Taiwan’s efforts to reverse the decline and strengthen Malaysia’s position as one of its major Southeast Asian visitor markets. Taiwan recorded 8.57 million international visitor arrivals in 2025, up about 9% from the previous year.

Ű BY T.C. KHOR newsdesk@thesundaily.com

restaurants and hotels in Taiwan have been halal -certified by the Chinese Muslim Association, many with separate kitchens to meet dietary requirements. Chou said Taiwan was combining Muslim-friendly tourism offerings with influencer marketing and entertainment content to strengthen its appeal among Malaysian travellers. “Taiwan will also leverage romantic comedy films and family oriented variety shows to deepen its image as a Muslim-friendly travel destination,” he said. Apart from Muslim travellers, Taiwan is also targeting premium and repeat-travel segments among Malaysian Chinese tourists through curated and themed travel experiences. To facilitate the drive, a Taiwan tourism delegation comprising 29 organisations and 64 representatives from local governments, airlines, travel agencies, hotels and theme park operators will hold events in Penang and Kuala Lumpur over two weekends. The promotional campaign will begin in Penang from May 15 to May and durian shake. He said the initiative, themed “Malaysia: A Sustainable and Culturally Rich Destination”, is intended to strengthen the country’s position as a leading gastronomic destination through the diversity of food and unique flavours. “This campaign not only promotes local food as part of the tourism experience, but also reflects the

PETALING JAYA:

With travel

demand despite economic headwinds, Taiwan is aggressively courting Malaysian Muslim tourists through halal friendly travel offerings, influencer marketing and strategic tourism partnerships. Taiwan Tourism Administration Kuala Lumpur office director Mr Abe Chou said Taiwan has expanded its Muslim-friendly tourism infrastructure, including halal certified restaurants, Muslim-friendly hotels and prayer facilities at airports, railway stations and tourist attractions. “With Muslims making up nearly 70% of Malaysia’s population, the Tourism Administration is doubling down on its efforts to tap into this segment,” he said in a statement. In the 2025 Mastercard-Crescent Rating Global Muslim Travel Index, Taiwan ranked fourth among non Organisation of Islamic Cooperation destinations, behind Singapore, the United Kingdom and Hong Kong. According to the index, over 230 rebounding

Chou said Taiwan has expanded its Muslim-friendly tourism infrastructure, including halal-certified restaurants, Muslim-friendly hotels and prayer facilities at airports, railway stations and tourist attractions. – MASRY CHE ANI/THESUN

Performances by Taiwanese acts Liu-Sheng-Ji and Flying Space are also scheduled, featuring a mix of music, street dance and acrobatics aimed at showcasing Taiwan’s cultural diversity. The fair is expected to draw more than 10,000 visitors and generate “on the-spot-bookings” in Taiwan travel packages. The campaign will continue in peanut sauce, while the durian shake represents a modern interpretation of the “King of Fruits”, crafted in a premium treat to appeal to both foreign and local tastes. On developments in the tourism sector, Mohd Amirul Rizal said Malaysia recorded 10.6 million international tourist arrivals in the first quarter of this year, an increase of 5.4% compared with the same period

with a Taiwan Travel Fair at Queensbay Mall under the “Taiwan – Waves of Wonder” branding. The event will feature an inflatable “OhBear” mascot, a Taitung Hot Air Balloon-themed photo installation, cultural performances and appearances by Malaysian influencers LizQin and Cayee, who will share their travel experiences in Taiwan. uniqueness of our cultural heritage. “What distinguishes Malaysia from other countries is the diversity of its races, cultures and lifestyles, which has ultimately created an extraordinary variety of culinary offerings,” he said when launching the campaign on Tuesday. Satay was previously recognised as a ”National Heritage Dish” in 2009 for its authentic presentation with special

Culinary campaign to showcase national heritage KUALA LUMPUR: The “Truly

last year.

“Tourism remains optimistic about attracting more tourists throughout the year, with a target of 47 million visitors in conjunction with VM2026. Although there are challenges arising from global issues, we are maintaining our high target by adapting our marketing strategies,” he added. – Bernama Malaysia

Malaysian, Truly Sedap” campaign aims to elevate Malaysia’s culinary heritage as part of the country’s identity in conjunction with the Visit Malaysia 2026 (VM2026) campaign. Tourism Malaysia director-general Mohd Amirul Rizal Abdul Rahim said the campaign, organised in collaboration with the Serai Group, highlights two iconic dishes – satay

Education retains its importance in the Malaysian landscape for parents, students and stakeholders. The changes are fast paced with new developments in new fields of study such as cybersecurity, data protection, augmented and virtual reality, machine learning in education, digital education and artificial Intelligence. Leading the way are universities, who are invited to showcase their latest programmes, curriculum and content in our Education Focus for 2026.

Contact us now for special deals on digital, video and print advertising. 03-7784 6688 advertise@thesundaily.com

thesun.my