The Taiwan Tourism Administration (TTA) has stepped up its engagement with Canada's travel trade through a year-long workshop programme designed to give advisers the practical know-how to sell Taiwan more effectively. The initiative, run by the Taiwan Tourism Information Centre in Vancouver with national trade partners, wrapped up in September after four targeted sessions.
The series kicked off in November 2025 with a focus on the Chinese-speaking traveller segment. That workshop drew 28 participants, including representatives from EVA Air and China Airlines, and provided updates on Taiwan's tourism product and airline developments. It was followed in early 2026 by an online webinar titled “Adventures Await in Taiwan,” hosted in partnership with Baxter Media. That session, centred on outdoor experiences, attracted 89 live attendees and 196 on-demand streams, extending its reach well beyond the live audience.
In June, the TTA turned its attention to family travel with a “Family & Kid-Friendly Taiwan” workshop, attended by 20 travel trade professionals. The final session, held on 16 September, explored luxury and premium experiences, showcasing Taiwan's offerings beyond conventional high-end travel—from boutique stays to cultural immersion.
Equipping advisers with selling tools
Sylvia Lee, Director of the TTA's San Francisco Office, stressed the importance of the workshops in a statement: “Through these workshops, we want to give advisers both the inspiration and the practical tools to build Taiwan into their clients' travel plans.” The comment underscores the TTA's strategy of moving beyond awareness to actionable selling.
The workshops reflect a broader push by Taiwan to grow its share of the Canadian outbound market, which has seen renewed interest as carriers expand transpacific capacity. The involvement of EVA Air and China Airlines in the first session highlights the close alignment between the tourism board and its airline partners—a model that other destinations have adopted to boost trade engagement.
For Canadian travel advisers, the sessions offered a mix of destination updates, product knowledge and practical tips for tailoring itineraries to different client profiles. The family-focused workshop, for instance, covered kid-friendly attractions, transport logistics and dining options that appeal to multi-generational travellers—a segment that continues to grow in Canada.
The luxury session, meanwhile, positioned Taiwan as a destination for premium travellers seeking authentic experiences, from high-end tea ceremonies to private guided tours of cultural sites. This angle is particularly relevant as US destinations court Canadian travellers with their own trade outreach, making differentiation key for Taiwan.
The TTA's Canadian push comes at a time when Air Canada is challenging China Southern on the Vancouver-Guangzhou route, a development that could boost connectivity between Canada and Asia. While that route serves mainland China, it underscores the broader transpacific travel landscape in which Taiwan competes.
Looking ahead, the TTA plans to build on the momentum from these workshops, with additional training and familiarisation trips in the pipeline. The goal, according to Lee, is to turn interest into bookings—a priority for any destination marketing organisation.
For travel trade professionals in Canada, the message is clear: Taiwan is positioning itself as a versatile destination that can cater to a wide range of traveller needs, from adventure seekers to luxury connoisseurs. The workshops have laid the groundwork, and the next step is for advisers to put that knowledge into practice.
