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The Tourism Administration, Ministry of Transportation and Communications, Taiwan, today (5 September) announced that it has joined forces with city and county governments, tourism associations, travel agencies, hotels, theme parks, leisure farms, and souvenir businesses — a total of 53 organisations and over 100 representatives — to form a major tourism delegation to Malaysia for the MATTA Fair Kuala Lumpur 2025 (Autumn Edition), held from 5–7 September.
Under the tourism brand “Taiwan – Waves of Wonder”, the Administration has brought the island’s newest tourist train, the Shanlan Express, to the exhibition. Visitors can experience hands-on tea bag making with Alishan whole-leaf tea and enjoy nostalgic Taiwanese egg cakes, highlighting Taiwan’s unique culinary and cultural charm. With the call to “Visit Taiwan for a Cup of Tea,” the Taiwan Pavilion invites Malaysian visitors to savour authentic Taiwanese tea while exploring the island’s diverse attractions.
Beyond the MATTA Fair, the delegation will also host Taiwan Tourism Promotion Seminars on 8 September at The Westin Kuala Lumpur and on 9 September at Renaissance Johor Bahru Hotel, aiming to expand cooperation opportunities between Malaysian and Taiwanese stakeholders and attract more Malaysian travellers to Taiwan.
Taiwan Pavilion Highlights at MATTA Fair
The MATTA Fair Kuala Lumpur 2025 (Autumn Edition) is being held at the Malaysia International Trade and Exhibition Centre (MITEC) from 5–7 September. The highlight of the Taiwan Pavilion is the Shanlan Express, showcased in a life-like exhibition setting against a backdrop of golden rice fields and mountain ranges from eastern Taiwan, recreating the charm of a scenic rail journey between sea and mountains.
Adding to the excitement:
- Taiwan’s national cheerleading team — winners of two gold medals at the 2024 World Cheerleading Championships — will deliver world-class live performances.
- Popular Muslim content creator SoyaBelacan (with nearly 390,000 followers) and travel influencer Just Travel (with over 720,000 followers) will also appear at the Pavilion, sharing personal Taiwan travel experiences. Their stories will amplify Taiwan’s natural beauty, culinary culture, and welcoming tourism environment through the power of social media.
Strategy for the Malaysian Market
For Malaysia, the Tourism Administration has set “Deepening the Chinese community market and engaging Muslim travellers” as its core promotional strategy. The initiative highlights Taiwan’s rail, offshore island, ecological, and cultural tourism products, while actively expanding Muslim-friendly travel services.
According to the Mastercard-CrescentRating Global Muslim Travel Index (GMTI) 2025, Taiwan ranks 4th among non-OIC destinations worldwide, a testament to its internationally recognized efforts in creating a safe, inclusive, and diverse travel environment.
Recent international accolades include:
- “Best Leisure Destination in Asia” (May 2025) by Global Traveller magazine (USA).
- Tainan ranked 4th on “Best Places to Visit in Asia 2025” by Time Out (UK).
Strengthening Malaysia–Taiwan Tourism Ties
In addition to MATTA Fair, the Taiwanese delegation will host Taiwan Tourism Promotion Seminars on 8 September in Kuala Lumpur and 9 September in Johor Bahru. Over 100 local businesses and media representatives are expected to attend.
These sessions will spotlight Taiwan’s Muslim-friendly initiatives, new attractions, themed itineraries, and incentive programmes, aiming to deepen exchanges between the tourism industries of both nations while strengthening sales and market opportunities for Taiwan’s tourism products in Malaysia.