Taiwan uses tourism as a tool of soft power

With China regularly announcing to take over Taiwan, it seems that tourism is a way for the Taiwanese government to win over the world’s sympathy as a diplomatic soft power tool. This is the conclusion of a study done by the Global Taiwan Institute.

The GTI is a non-profit policy incubator whose mission is to enhance the relationship between Taiwan and other countries, especially the United States, through policy research and programs that promote better public understanding about Taiwan and its people.

The Institute’s report explains that for Taiwan, tourism is more than an industry—it’s a strategic asset that enhances its global image, strengthens international ties, and underscores its identity as a free and democratic society distinct from China.

Southeast Asia replaces China in top tourist arrivals by country

Before the pandemic, Taiwan’s tourism industry reached a record 11.8 million visitors in 2019, generating over US$ 14 billion. Like much of the world, Taiwan’s tourism collapsed in 2020 due to the Covid pandemics. Recovery has been gradual but steady: in 2024, the island welcomed 7.85 million international visitors, up from 6.4 million in 2023.

Taiwan appeal has grown over years. It follows the launch in 2016 of the government’s “New Southbound Policy” (NSP). The policy aims to reduce economic dependence on China by strengthening ties with Southeast Asia, South Asia, and Oceania. As part of this push, Taipei has eased visa restrictions for several NSP countries and ramped up tourism promotion abroad.

It was also the necessity: after an eight-year (2008-2016) of warm relations between China and Taiwan with total tourist arrivals from Mainland reaching 4 million per year, a newly elected pro-independence-leaning government translated into a sharp reduction of Chinese tourist arrivals driven by Beijing injunction. Group tours from China were sharply down, and by 2019, individual travel was suspended altogether.

In response, Taiwan diversified its visitor base. By 2024, Chinese tourists had fallen to seventh place among inbound markets. The top three—Japan, Hong Kong, and South Korea—sent over one million visitors each. Five NSP nations, including the Philippines, Singapore, Thailand, Malaysia, and Vietnam, also ranked in the top ten.

Local governments have joined the effort. Kaohsiung, for instance, hosted the “Sunshine Island Vibe Fest” in partnership with offices from the U.S., Japan, Thailand, and the Philippines. In 2024, Kaohsiung’s concert events drew 1.7 million attendees, generating US$ 174 million in tourism revenue. The city expects over 170,000 international cruise passengers in 2025—nearly double the previous year.

Building Taiwan’s Global Brand

Taiwan’s appeal rests on food, scenery, and friendliness—cited by 82%, 70%, and 47% of visitors respectively. Taiwan could leverage its culinary identity—think boba tea and Din Tai Fung—to spark curiosity and attract visitors.

Ultimately, tourism is more than economic recovery; it’s a means of self-definition. Each visitor who experiences Taiwan’s democracy, creativity, and warmth becomes an informal ambassador. If a conflict is the sole initiative of Beijing, Taiwan is likely to win the heart of people who visited the island before. It would demonstrate that in the ongoing competition for hearts and minds between Taipei and Beijing, few tools are as potent as tourism concludes the GTI.