TAIPEI (TVBS News) — Taiwan will likely miss its 9 million visitor target this year due to natural disasters and flight cancellations, Tourism Administration chief Chen Yu-hsiu (陳玉秀) announced Tuesday (Dec. 2). Taiwan received an estimated 7.6 million tourists from January to November.
The Tourism Administration, Taiwan's government tourism agency, initially set a goal of 10 million visitors for the year. Chen, who took office in July, acknowledged the challenges but remained optimistic about exceeding 9 million visitors. The disasters in Hualien, a major tourist destination on the island's east coast, have deterred travel groups, and adverse weather conditions have canceled some flights.
The Tourism Administration highlighted these challenges during the 2025 Tourism Industry Digital Expo (2025觀光產業數位博覽會) in Taipei, Taiwan's capital. If December sees 1 million tourists, the annual total could reach approximately 8.6 million, surpassing last year's 7.8577 million. This would represent growth despite natural disasters and weather disruptions.
Chen plans to relaunch the Golden Fortune Lottery campaign to attract repeat visitors, encouraging old friends to bring new friends to Taiwan. The prize amount and details remain under discussion, contingent upon legislative budget approvals. Chen mentioned the positive response to domestic and corporate travel subsidies, with noticeable price differences between weekdays and weekends.