[Travel] Taiwan Strengthens Malaysia Tourism Push with “Taiwan – 100 Ways”, New Incentives and Malaysia Airlines Collaboration

[Travel] Taiwan Strengthens Malaysia Tourism Push with “Taiwan – 100 Ways”, New Incentives and Malaysia Airlines Collaboration

Taiwan Steps Up Malaysia Tourism Promotion with “Taiwan – 100 Ways”, New Traveller Incentives and Malaysia Airlines Partnership

KUALA LUMPUR, 2026 — Taiwan is stepping up its tourism promotion efforts in Malaysia with a major industry delegation, new travel incentives and closer collaboration with Malaysia Airlines, while inviting Malaysian travellers to discover the destination through the latest “Taiwan – 100 Ways” campaign.

Organised by the Taiwan Tourism Administration under the Ministry of Transportation and Communications (MOTC), the tourism delegation comprised 44 organisations and 76 industry representatives, including local governments, tourism associations and tourism operators. The delegation arrived in Malaysia on 3 September in conjunction with MATTA Fair Kuala Lumpur 2026, held from 4 to 6 September.

Taiwan Brings “Taiwan - Waves of Wonder” to MATTA Fair

Recognised as an Important Partner of MATTA Fair, the Taiwan Pavilion continued its “Taiwan – Waves of Wonder” theme, complemented by the “Taiwan Never Sleeps” marketing concept.

Visitors were introduced to Taiwan’s diverse tourism experiences through interactive activities including a Taiwan-themed photo booth and Taiwan knowledge quiz.

The pavilion also featured an LED diabolo performance by Diabolo Walker, which has previously performed on a Cirque du Soleil stage. Malaysian content creator Azim Othman, together with travel couple Alana and Abbas, also shared their Taiwan travel experiences with Malaysian visitors.

For the first time, Malaysian Muslim travel operators were invited to participate in the Taiwan Pavilion, reflecting Taiwan’s continued efforts to expand its presence in the Muslim travel market.

New “Tourism Dual-Drive Programme” Targets Malaysian Travellers

According to the Taiwan Tourism Administration, Malaysia remains one of Taiwan’s key source markets under the New Southbound Policy.

With visa-free entry, convenient flight connectivity and growing travel demand, Taiwan introduced a new series of incentives under its “Tourism Dual-Drive Programme”, effective from 1 September 2026.

The programme includes incentives for MICE travellers who extend their stay for leisure, as well as additional accommodation incentives for overseas corporate incentive groups travelling to central and southern Taiwan and the Hualien–Taitung region.

Taiwan is also building on its previous “Taiwan the Lucky Land” campaign through a new initiative called “Return to Taiwan, Double the Luck”.

Travellers who previously entered Taiwan on or after 1 January 2023 may be eligible, upon returning to Taiwan, for a chance to receive NT$5,000 in stored-value spending credit. Those travelling with family members or friends may also receive an additional NT$3,000 incentive for an accompanying traveller, bringing the potential total benefit to NT$8,000.

Taiwan Tourism Administration and Malaysia Airlines Deepen Cooperation

Another major highlight of the Malaysia visit was the planned collaboration between the Taiwan Tourism Administration’s Kuala Lumpur Office and Malaysia Airlines.

According to the press release, both parties were set to announce the signing of a Memorandum of Understanding (MOU), marking their first major cooperation initiative.

The partnership focuses on familiarisation trips (FAM Trips), travel product development and joint marketing initiatives, with the aim of strengthening Taiwan–Malaysia air connectivity and encouraging more Malaysian travellers to visit Taiwan.

The Tourism Administration also scheduled the relocation ceremony of its Kuala Lumpur Office on 4 September, representing an expansion of its local service capacity.

Taiwan Tourism Promotion Continues in Johor Bahru

Following the Kuala Lumpur programme, the Taiwan delegation was scheduled to continue its Malaysian roadshow in Johor Bahru on 8 September, with a Taiwan Tourism Promotion Event and B2B Session at the Sheraton Johor Bahru Hotel.

Nearly 100 representatives from tourism associations, travel agencies and media organisations were expected to participate, with more than 3,000 business meeting sessions anticipated.

Johor’s proximity to Singapore, its role as a regional travel hub and its consumer market have made the state another focus for Taiwan’s tourism promotion efforts in Malaysia.

Taiwan Continues to Develop Muslim-Friendly Tourism

Taiwan is also placing greater emphasis on Muslim-friendly travel experiences for Malaysian visitors.

The press release noted that Taiwan was ranked 3rd globally among non-OIC destinations in the 2026 Mastercard-CrescentRating Global Muslim Travel Index (GMTI).

Through cooperation with airlines, travel operators, local governments and social media creators, the Tourism Administration hopes to showcase Taiwan as a destination offering different experiences throughout every season — from food and culture to nature, shopping and nightlife.

Chih-Hung Cheng, Director of International Affairs at the Taiwan Tourism Administration, said the promotion aims to give Malaysians a glimpse of Taiwan’s diverse tourism offerings and encourage repeat visits.

“Whether it is for food, culture, nature or shopping, Taiwan is a destination that can be enjoyed anytime, anywhere.”

With the “Taiwan – 100 Ways” campaign, new incentives and closer tourism cooperation between Taiwan and Malaysia, Malaysian travellers now have even more reasons to rediscover the island — and perhaps find a completely different Taiwan experience on every visit.

【Travel】台湾加强马来西亚旅游推广！“Taiwan – 100 Ways”新优惠登场，并深化与马航合作

“Taiwan – 100 Ways”登场！台湾推新旅游奖励、穆斯林友善体验，并加强与Malaysia Airlines合作

吉隆坡，2026年 —— 台湾进一步加强在马来西亚的旅游推广，通过大型旅游业界代表团、全新旅游奖励计划，以及与马来西亚航空（Malaysia Airlines）的合作，邀请更多马来西亚游客以 “Taiwan – 100 Ways” 的方式探索台湾。

由台湾交通部观光署（Taiwan Tourism Administration, MOTC）推动的台湾旅游代表团，由 44个单位及76名业界代表组成，当中包括地方政府、旅游协会及旅游业者。代表团于9月3日抵达马来西亚，并配合于9月4日至6日举行的 MATTA Fair Kuala Lumpur 2026 展开一系列推广活动。

“Taiwan – Waves of Wonder”亮相MATTA Fair

作为MATTA Fair的 Important Partner，台湾馆延续 “Taiwan – Waves of Wonder” 品牌主题，并结合 “Taiwan Never Sleeps” 推广概念，让马来西亚游客进一步认识台湾从白天到夜晚的多元旅游体验。

现场安排了台湾主题拍照区、台湾知识问答等互动活动。

曾登上Cirque du Soleil舞台的 Diabolo Walker 也带来精彩的LED扯铃表演；马来西亚内容创作者 Azim Othman，以及旅游情侣 Alana与Abbas，则分享他们亲身到访台湾的旅游体验。

值得一提的是，这次台湾馆也首次邀请马来西亚穆斯林旅游业者参与，进一步展现台湾持续拓展穆斯林旅游市场的方向。

“Tourism Dual-Drive Programme”推出更多旅游奖励

台湾观光署指出，马来西亚是台湾新南向政策下的重要客源市场之一。

配合免签入境便利、航班连接以及持续增长的旅游需求，台湾自 2026年9月1日起推出一系列 “Tourism Dual-Drive Programme” 旅游奖励措施。

相关计划包括鼓励 MICE商务会展旅客延长行程进行休闲旅游，同时也为前往台湾中南部及花莲、台东地区的海外企业奖励旅游团提供额外住宿奖励。

此外，台湾也延续过去 “Taiwan the Lucky Land” 抽奖活动的热度，推出全新的 “Return to Taiwan, Double the Luck” 回访旅客计划。

曾于 2023年1月1日或之后入境台湾的旅客，再次访台时有机会获得价值 NT$5,000 的储值消费金；如果与家人或朋友同行，同行者还可能获得额外 NT$3,000 奖励，总优惠最高可达 NT$8,000。

台湾观光署与马来西亚航空深化合作

此次台湾代表团访马的另一重点，是台湾观光署驻吉隆坡办事处与马来西亚航空之间的合作。

根据新闻稿，双方计划公布签署合作备忘录（MOU），这也是台湾观光署与马来西亚航空之间首项大型合作计划。

双方未来的合作重点包括 FAM Trip考察团、旅游产品开发以及联合市场推广，借此加强台湾与马来西亚之间的航空及旅游联系，并吸引更多马来西亚游客前往台湾。

台湾观光署驻吉隆坡办事处也安排于9月4日举行迁址仪式，进一步扩大在马来西亚当地的服务能力。

台湾旅游推广延伸至新山

完成吉隆坡站行程后，台湾代表团亦计划于 9月8日前往新山（Johor Bahru），在 Sheraton Johor Bahru Hotel 举行台湾旅游推广活动及B2B交流会。

活动预计吸引近 100名来自旅游协会、旅行社及媒体机构的代表参加，并预计进行超过 3,000场商务洽谈。

凭借柔佛州邻近新加坡、区域旅游枢纽的地理优势，以及当地消费市场潜力，新山也成为台湾进一步开拓马来西亚旅游市场的重要城市之一。

持续推动穆斯林友善旅游

台湾近年来也持续加强穆斯林友善旅游市场的发展，希望吸引更多马来西亚穆斯林游客访台。

新闻稿指出，台湾在 2026 Mastercard-CrescentRating Global Muslim Travel Index（GMTI） 中，于非OIC目的地组别排名全球第3。

未来，台湾观光署将继续与航空公司、旅游业者、地方政府及社交媒体创作者合作，从美食、文化、自然景观、购物到夜间体验，让更多马来西亚游客认识台湾一年四季、从早到晚的不同魅力。

台湾观光署国际事务负责人 Chih-Hung Cheng 表示，希望通过此次推广，让更多马来西亚朋友看到台湾丰富而多元的旅游体验。

“无论是美食、文化、自然还是购物，台湾都是一个随时都可以享受旅程的目的地。”

随着 “Taiwan – 100 Ways”、全新旅游奖励，以及台马旅游合作进一步深化，台湾也希望让马来西亚游客每一次到访，都能发现不一样的旅行体验与回忆。

KEYWORDS: #WLJACKDOTCOM #Taiwan #Taiwan100Ways #TaiwanWavesOfWonder #TaiwanNeverSleeps #TaiwanTourism #MATTAFair #MalaysiaAirlines #VisitTaiwan #JohorBahru #MuslimFriendlyTravel #台湾 #台湾旅游 #台湾100种玩法 #台湾观光 #马来西亚航空 #马来西亚旅游 #新山 #穆斯林友善旅游

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