Taichung tourism is entering the southeast Asian key market! From July 11 to 13, the Taichung City Government’s Tourism and Travel Bureau, in collaboration with the Tourism Administration of the Ministry of Transportation and Communications, participated in the Philippines' Travel Madness Expo (TME). As the sole city representative in the Taiwan Pavilion, Taichung showcased its unique vibrant charm and generating considerable excitement at the event.
Director Chen Mei-xiu of the Tourism and Travel Bureau noted that this year the Taiwan Pavilion featured the theme of Taiwan’s flourishing floral landscapes. Taichung specifically highlighted the cherry blossoms of Wuling Farm, the maple leaves of Fushoushan Farm, the year-round colorful blooms at Zhongshe Tourism Flower Market, and the largest flower viewing event in Taiwan, the Taichung International Flower Carpet Festival. These attractions collectively showcased the distinct seasonal charm of central Taiwan to Filipino travelers. Chen also recommended that Filipino visitors explore the richly planted Tanya Shen Green Bikeway and Dongfeng Bicycle Greenway. In addition, Mitsui Fudosan Taiwan Co., Ltd., also participating in the expo, joined forces to promote both Gaomei Wetlands and Mitsui Outlet Park Taichung Port, offering a comprehensive experience of coastal scenery and shopping that Taichung has to offer.
Director Chen noted that the design of the Taiwan Pavilion ingeniously incorporated Taichung’s Rainbow Village, which is familiar to Filipino travelers. The playful and colorful elements immediately captured attention at the exhibition, becoming the most popular photo spot on-site. Many attendees stopped to take pictures, enthusiastically exclaiming, “I’ve been there,” or “I know this! It’s Rainbow Village,” creating an atmosphere that felt like a swift journey from Manila to Taichung. Another highlight was the DIY activity organized by Taichung’ Tourism and Travel Bureau featuring the “Sweet Snake” lantern from the 2025 Central Taiwan Lantern Festival. Its lively and adorable design attracted visitors of all ages to line up eagerly to create their own lanterns. This interactive experience not only allowed participants to engage with lantern festival culture but also left a deep impression of Taiwan’s festive aesthetics.
According to the announcement by the Tourism Administration of the Ministry of Transportation and Communications, the number of Filipino visitors to Taiwan reached 467,175 last year, recovering to 90% of pre-pandemic levels and making the Philippines the largest source of visitors from Southeast Asia. This demonstrates the market’s strong potential. The Travel Madness Expo, in which Taichung participated, is the largest annual travel exhibition in the Philippines and holds a pivotal position in the Philippine travel market.
The Tourism and Travel Bureau added that flowers, coastal scenery, and urban landscapes—these representative features of central Taiwan—are key attractions for Filipino travelers. Moving forward, the bureau will continue to collaborate closely with the Tourism Administration of the Ministry of Transportation and Communications to expand the market and strengthen international marketing efforts. The bureau aims to encourage more visitors to choose Taichung as their first destination when traveling to Taiwan, where they will experience the city’s floral beauty and vibrant lifestyle.