Last day of the Taipei International Travel Fair: Overall Japanese travel demand up by about 30%

Reported and photographed by You T-Ru / Taipei

The Taipei International Travel Fair has entered its final day, with a large crowd flooding into the venue today (10th). According to statistics from the organizers, the first day of this year’s fair saw 69,803 attendees, marking a 13.4% increase compared to previous years. The two holiday days also saw a 2–9% rise in foot traffic compared to last year. Regarding sales performance, travel agencies reported that destinations such as Hokkaido and Kansai in Japan, as well as cruises, performed the best, with buying interest up more than 30% from previous years.


▲ Strong demand for Japanese travel at the travel fair.

On the first day of the fair, 69,803 people visited, while 95,771 and 98,718 attended on the holiday days six and seven respectively. With the addition of the final day, total attendance is expected to exceed 300,000 visitors who came to view and shop. Speaking about this year’s buying trends, You Guozhen, spokesperson for Lion Travel, said that the strongest demand during this year’s fair was focused on Tokyo and Kansai in Japan, with around 50% of visitors specifically inquiring about Japan.

You Guozhen analyzed that the strong sales momentum for Japan at the fair was primarily due to the depreciation of the yen. In addition, the fair not only promoted seasonal travel packages but also boosted sales for Spring Festival and winter vacation travel products. Pre-fair press conferences helped maintain strong promotion, and travel agencies also offered discounts. Currently, group tours remain the best-selling products, while free independent travel packages that include flights and hotels have seen stable sales due to their higher prices. Tang Guizhen, CEO of Tang Guizhen Travel Agency, mentioned that around 5% of travelers were particularly interested in Hokkaido, mainly inquiring about ski trips, with ski tour sales up 30% compared to last year.

Analyzing the purchasing behavior of fair attendees, Tang Guizhen pointed out that most visitors this year had moved away from the old mindset of “just browsing the venue for bargains.” Instead, different brands began showcasing distinct appeals, and attendees came with specific products in mind, making direct purchases. “Even with heavily discounted prices, not everyone was interested—because quality and brand reputation are now the top priorities.” This shows that Taiwanese travelers’ understanding of travel has taken another step forward.