Taiwan strengthened its presence in Malaysia’s outbound travel market in September 2026 through a two-city tourism campaign spanning Kuala Lumpur and Johor Bahru.
The campaign began with the Taiwan Pavilion at the MATTA Fair Kuala Lumpur – Autumn Edition, held from 4 to 6 September at the Malaysia International Trade and Exhibition Centre, before continuing with a tourism promotion workshop and business-to-business session at Sheraton Johor Bahru on 8 September.
Together, the two events brought Taiwan’s tourism experiences directly to Malaysian consumers while creating opportunities for tourism operators, travel agencies, associations and media representatives from both markets to establish closer industry connections.
Taiwan Takes a Prominent Role at MATTA Fair
Taiwan participated in MATTA Fair as an Important Partner, giving the destination strong visibility across key areas of the exhibition venue.
Located at Booth 3J25 on Level 3 of MITEC, the Taiwan Pavilion was positioned as a central platform for travellers to discover tourism products, obtain destination information and make direct enquiries about future holidays to Taiwan.
Organisers projected that the pavilion would attract more than 10,000 visitors across the three-day fair, with travel enquiries and sales of Taiwan holiday products anticipated throughout the event. The 10,000 figure was announced as an expected attendance target rather than a confirmed final visitor count.
The consumer-facing nature of MATTA Fair gave Taiwan an opportunity to communicate directly with Malaysians who were already considering their next overseas holiday. It also allowed participating travel operators to introduce itineraries covering Taiwan’s cities, natural scenery, seasonal attractions, cultural heritage and food experiences.
Rather than positioning Taiwan as a destination suited to only one type of traveller, the tourism campaign emphasised that the island can be experienced in many different ways and revisited across different seasons.
Johor Bahru Becomes the Campaign’s Second Stop
Following the Kuala Lumpur fair, the Taiwan delegation continued its tourism promotion efforts in Johor Bahru on 8 September.
The Taiwan Tourism Promotion Event and B2B Session was held at the Grand Ballroom of Sheraton Johor Bahru, bringing together industry representatives for tourism-product presentations, networking and business discussions.
Nearly 100 representatives from tourism associations, travel agencies and media organisations were expected to participate, with organisers projecting more than 3,000 business-meeting sessions during the event. As with the MATTA Fair visitor target, this was a pre-event projection rather than a verified final total.
While the Kuala Lumpur programme focused heavily on consumer engagement, the Johor Bahru session was designed to strengthen business relationships behind the scenes.
Travel agencies could explore new Taiwan itineraries, discuss product development and identify opportunities to promote destination packages more effectively to Malaysian travellers. The meetings also gave Taiwanese tourism organisations a clearer understanding of the preferences and requirements of Malaysia’s outbound travel market.
Why Johor Is an Important Tourism Market
Johor’s inclusion in the two-city campaign reflects its growing importance within regional tourism.
Its proximity to Singapore gives the state access to a broader cross-border market, while Johor Bahru’s role as a southern transportation and commercial hub makes it a strategic location for tourism promotion.
The Taiwan Tourism Administration identified the state’s regional connectivity and consumer spending potential as important reasons for expanding its campaign beyond Kuala Lumpur.
By organising the industry workshop in Johor Bahru, Taiwan could engage travel businesses serving not only local residents but also consumers travelling between Malaysia and Singapore.
The move reflects a more targeted tourism strategy, recognising that Malaysian outbound travellers come from several important regional markets rather than from the Klang Valley alone.
Strengthening Taiwan’s Muslim-Friendly Appeal
Muslim-friendly travel remains another important pillar of Taiwan’s tourism efforts in Malaysia.
With Muslims representing close to 70% of Malaysia’s population, access to halal food, prayer facilities and clear travel information can play a significant role in destination selection.
Taiwan has consequently continued to improve its positioning among Muslim travellers, working to make its attractions and tourism services more accessible to visitors with faith-based requirements.
In the 2026 Mastercard-CrescentRating Global Muslim Travel Index, Taiwan ranked third among non-OIC destinations. It was placed 25th among all 150 destinations assessed, with an overall score of 59 out of 100 — an improvement of two positions from its 2025 global ranking.
The recognition provides an important reference point for Malaysian Muslim travellers who may be interested in visiting Taiwan but remain uncertain about the availability of suitable food and facilities.
However, travellers should still check the latest halal certification, restaurant operating details and prayer-facility information when planning an itinerary, as availability may differ between cities and individual establishments.
From Consumer Awareness to Industry Partnerships
The combination of MATTA Fair and the Johor Bahru workshop illustrates a dual approach to tourism promotion.
At the consumer level, the Taiwan Pavilion gave visitors a convenient place to compare packages, speak with travel representatives and learn about experiences available throughout the island.
At the industry level, the B2B programme created space for travel operators to establish partnerships, exchange market information and develop products tailored more specifically to Malaysian travellers.
Together, the two formats appear designed to move beyond general destination awareness and support actual bookings, tour development and longer-term commercial cooperation.
This approach is particularly relevant in a competitive regional tourism market where destinations are not only seeking first-time visitors but also encouraging travellers to return.
Taiwan’s varied seasons provide a natural foundation for repeat travel. A visitor experiencing spring blossoms, summer coastlines, autumn landscapes or winter mountain scenery can encounter a considerably different side of the destination on each trip.
Deepening Taiwan–Malaysia Tourism Cooperation
Moving forward, the Taiwan Tourism Administration plans to continue working with airlines, travel operators, local governments and digital content creators to increase Taiwan’s visibility among Malaysian consumers.
Travel agencies remain essential for developing accessible packages and providing on-the-ground assistance, while airline partnerships can strengthen connectivity and support joint promotions.
Social media influencers and travel content creators also play an increasingly important role by presenting destinations through personal experiences that are easier for consumers to understand and relate to.
By combining these channels, Taiwan aims to showcase itself as a destination with something to experience throughout the year — from food, culture and shopping to outdoor adventures, family attractions and city nightlife.
A Broader Invitation to Discover Taiwan
Taiwan’s participation in MATTA Fair and its subsequent Johor Bahru industry event represented more than a short-term promotional exercise.
The two-city programme demonstrated a broader effort to strengthen relationships across different levels of the Malaysian tourism market, from individual travellers planning their next holiday to companies responsible for designing and selling travel products.
Its focus on Muslim-friendly tourism is especially important in making the destination more relevant and accessible to a wider Malaysian audience.
For Malaysian travellers, the message is clear: Taiwan is not being promoted merely as a destination for a single visit. With its changing seasons, regional diversity, culinary culture and evolving visitor facilities, it is a place that can offer a different experience each time one returns.
Event Information
Taiwan Tourism Workshop – Johor Bahru
Date: 8 September 2026
Time: 3.50pm–8.00pm
Venue: Grand Ballroom, Level 5, Sheraton Johor Bahru
Through its presence in Kuala Lumpur and Johor Bahru, Taiwan has reinforced its intention to build stronger tourism connections with Malaysia — creating new possibilities for industry cooperation while inviting more Malaysians to discover the destination in every season, by day and by night.