●Important Economic Indicators of Taiwan (Data Released Before December 5, 2024)
 GDP Economic Growth Rate (yoy) 3.26(%) 2025 forecast |
 CPI Change Rate 2.08 (yoy, %) Nov. 2024 |
 Unemployment Rate 3.40 (%) Oct. 2024 |
 Monthly Regular Earnings of All Employees (Industry and Services) 46,643 (NT dollars) Sep. 2024 |
- The CPI in November 2024 increased 0.10% from the preceding month, and increased 2.08% compared with the same month of 2023.
- Total employment decreased by 5,000 in October to 11,609,000; however, it increased by 3,000(+0.04%) when compared with that of the previous year.
The unemployment rate declined by 0.05 percentage points to 3.43 percent in September; however, the seasonally adjusted unemployment rate rose by 0.02 percentage points to 3.38 percent; the 4 weeks unemployment rate declined by 0.03 percentage points to 3.46 percent. The number of unemployed persons was 412,000 in September, a decrease of 7,000(-1.55%) and 4,000(-0.83%) from the previous month and that of the previous year, respectively. - In October, the number of employed persons was 11,609 million, an increase of 5,000 people or 0.04% compared to the previous month. Among these, the service sector increased by 3,000 people or 0.04%, while both agricultural and industrial sectors increased by 1,000 people, with growth rates of 0.23% and 0.02% respectively. The number of unemployed persons in October was 408,000, a decrease by 4,000 or 0.95%. Among these, the first-time job seekers decreased by 2,000 people, while those unemployed due to business contraction, closures, or dissatisfaction with their previous jobs each decreased by 1,000 people.
- In September, the average regular earnings of all employees (including full-time and part-time employees with Taiwan nationality and foreigners) was NT$46,643, decrease by 0.44% than the previous month and increased by 3.22% than the same month last year. The irregular earnings was NT$9,703. After adding the irregular earnings, the average total earnings was NT$56,346 increased by 3.41% than the same month last year. The median regular earnings was NT$37,290, increased by 0.58% than the previous month and increased by 3.28% than the same month last year.
Source: DGBAS Latest Indicators
● Outbound Travelers
| Outbound departures of nations in January-September 2024 12,752,511 |
| Year on Year +51.4% |
| Outbound departures of nations in September 2024 1,364,271 |
| Month on Month -11.8% |
Outbound Departures of Nationals of the Republic
of China by Destination, September & September, 2024
Unit: Persons
Profile of Outbound Travelers
Statistical scope: Cumulative data from January to September, 2024
Unit: Persons
Source: Tourism Statistics Database of the Tourism Administration ,MOTC
Source: National Immigration Agency, Ministry of the Interior
As departure destination data is based on an outgoing flight’s first stop, and is also affected by issues related tocharter flights, please refer to official entry figures from destination countries for the most accurate data on flightdestinations.
● Cruise Passenger Numbers at Taiwan’s International Commercial Ports
| Outbound departures of nations in Jan.-Oct. 2024 775,578 |
| Year on Year +176% |
| Outbound departures of nations in Oct. 2024 52,786 |
| Month on Month -43.6% |
Source: Taiwan Ports Corporation, based on the consolidated data of passenger numbers from various port branches
● Current Status of International Cruise Companies Entering Taiwan
| Affiliated Cruise Companies | Cruise Ships Operating in Taiwan | Tonnage | Passenger Capacity | Home Port in Taiwan |
| Costa Cruises | Costa Serena | 114,500 | 3,780 | Keelung Port/ Kaohsiung Port |
| MSC Cruises | MSC Bellissima | 172,000 | 5,686 | Keelung Port |
| Norwegian Cruise Line | NCL Norwegian Spirit | 75,338 | 2,018 | Keelung Port |
| Resorts World Cruises | Resorts World One | 75,338 | 1,856 | Keelung Port |
Data Organized: December 05, 2024
The Statistics of Monthly Sailings of Each Cruise Line from 2023 to 2025
● In 2024, South Korea Aims to Surpass Pre-Pandemic Visitor Peaks
South Korea, known for its distinct four seasons, has always been a popular travel destination among Taiwanese tourists. Coupled with the influence of Korean variety shows, celebrities, and reality programs, South Korea consistently ranks among the top three international travel destinations for Taiwanese travelers.
Post-pandemic, the number of Taiwanese visitors to South Korea nearly reached 1 million in 2023, with 954,693 visitors recorded for the year. From January to September 2024 alone, the number of visitors has already reached 1,069,168, showing strong potential to surpass pre-pandemic peaks. This article will compare and analyze the online buzz for 2023 and 2024 across six major aspect.
●Overview: In 2024, the total online buzz for South Korea tourism grew by 148.9% compared to 2023, with an overall increase in positive sentiment. The primary source of this buzz comes from social media platforms, accounting for 86.7%. The group of people interested in South Korea tourism also shows significant interest in topics such as travel accommodation, food, lifestyle sharing, news, and financial planning.
●The Peak in Online Buzz From May to July 2024 –What Happened?
The peak in online buzz from May to July 2024 was primarily driven by the release of a series of Korea travel videos by the mega-popular YouTuber “Jianxi Wangmei Xiao Wu”. These videos generated overwhelming reactions from his fans during this period.
Featured videos:
- Seoul Myeongdong Shopping Frenzy: Xiao Wu took on the challenge of flipping coins to decide shopping budget –an exciting and hilarious adventure that had him screaming on the streets.
- Ex-Employee Group Trip –Seoul Edition: Xiao Wu reunited with former coworkers for a trip to Seoul, enjoying must-eat barbecue in Hongdae and visiting celebrity-favorite cafes.
- 30th Birthday in Seoul Vlog: Xiao Wu celebrated his milestone birthday, staing at a luxurious hotel costing 28,000 NT per nightm, fulfilling a dream of holding hands with an oppa, and tasting the best food!
- Jejo Island Must-Do Guide: Exploring Jeju Island’s stunning ocean-view cafes, beautiful sights, great food, and relaxing vibe, Xiao Wu showcased why Jeju was the perfect destination for travelers.
Statistical period: January 1 to November 30, 2023 & January 1 to November 30, 2024
Observation Sources: Discussion forums, social media, news, blogs
Note 1: This ranking is based on the number of discussions related to “South Korea travel” as observed using the OpView social media sentiment database.
● Social Media Platforms Were the Primary Source of Online Buzz
In 2024, the breakdown of online buzz is as follows:
- Social media platforms: 68,742 mentions (86.7%)
- News: 5,414 mentions (6.82%)
- Discussion forums: 3,883 mentions (4.83%)
- Blogs: 1,246 mentions (1.57%)
In 2023, the breakdown of online buzz is as follow:
- Social media platforms: 43,050 mentions (80.88%)
- News: 5,348 mentions (10.05%)
- Discussion forums: 3,844 mentions (7.22%)
- Blogs: 988 mentions (1.86%)
● The Obvious Rise of Positive Sentiment in South Korea Tourism in 2024
In 2024:
- Positive mentions: 22,660 (28.6%)
- Neutral mentions: 51,608 (65.1%)
- Negative mentions: 4,978 (6.3%)
In 2023:
- Positive mentions: 14,382 (27.0%)
- Neutral mentions: 34,115 (64.1%)
- Negative mentions: 4,733 (8.9%)
● “Busan” Is the Most Popular Travel Destination in South Korea After Seoul
According to the diffusion score, Busan has seen a significant increase in discussion this year. It has risen to become the second most popular travel destination for Taiwanese tourists, following Seoul. Daegu and Jeju Island rank third and fourth, respectively. The buzz around independent travel has also increased compared to last year, with netizens paying more attention to travel guides, guesthouses, and topics related to Chinese-language communication during their trips.
● Japan Travel Will Become More Expensive! Aichi Prefecture’s Tokoname City to Introduce Accommodation Tax in January 2024 –Will Tokyo Follow Suit? Which Regions Will Implement Next?
Accommodation taxes are one of the measures that local governments in Japan have introduced in response to the overwhelming influx of tourists, known as overtourism. These taxes, classified as “extrajudicial taxes,” can only be implemented with the approval of the Minister of Internal Affairs and Communications.
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In June 2024, Japan’s Economic News reported that 12 local governments across the country have already introduced or are planning to introduce accommodation taxes. These include Tokyo, Shizuoka Prefecture’s Atami City, Aichi Prefecture’s Tokoname City, Ishikawa Prefecture’s Kanazawa City, Kyoto City, Osaka Prefecture, Nagasaki Prefecture’s Nagasaki City, Hokkaido’s Kutchan Town and Niseko Town (Niseko Village), Fukuoka Prefecture, and both Kitakyushu City and Fukuoka City.
Additionally, over 30 local governments are in discussions to follow suit. Cities like Sapporo in Hokkaido, Okinawa Prefecture, Miyagi Prefecture, as well as areas around Mount Fuji that attract large volumes of tourists, including Fujikawaguchiko Town and Fujiyoshida City, as well as Kumamoto City, are all considering implementing similar measures.
Source of news: Business Today Release date: November 30, 2024
● Marriage Equality Boosts Thailand Tourism: Industry Experts Estimate 4 Million Tourists Annually
Thailand has become the third country in Asia to legalize same-sex marriage. Tourism industry professionals predict that this move will attract an additional 4 million foreign tourists annually and generate $2 billion in extra tourism revenue within two years of the law’s implementation.
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An analysis by Access Partnership of countries that have passed marriage equality laws shows that, on average, international tourists number increase by about 10% two years after the law comes into effect. Furthermore, the study found that LGBTQIA+ tourists are more likely to visit countries that are LGBTQIA+ friendly. 43% of LGBTQIA+ tourists would cancel their trip if they perceive a destination as unfriendly toward their community.
According to Agoda, over the next two years, Thailand could see in influx of 4 million additional foreign tourists, contributing an estimated $2 billion in tourism revenue. Of this, around $700 million would flow into the hospitality industry, $400 million into dining services, another $400 million into retail consumption, $200 million into domestic transportation, and $200 million into other sectors, including entertainment and medical services.
Source of news: CAN Release date: November 17, 2024
● Austria No Longer Opposes: Romania and Bulgaria Likely to Join the Schengen Area in 2025, Adding Two More Visa-Free Countries for European Travel
The Schengen Area within the European Union (EU) is likely to expand in early 2025. Romania and Bulgaria, which have been seeking membership since 2023 but failed to gain approval from member states, have now received a crucial boost. After the Netherlands dropped its opposition, Austria, the final country holding out, has officially announced that it will no longer exercise its veto, allowing these two countries to join the Schengen Area. According to the EU Home Affairs Commissioner Ylva Johansson, Romania and Bulgaria will eliminate border checks for air and sea borders in early 2024. A vote will take place in December to decide when land border checks will be lifted, with Johansson expressing hope that the changes will come into effect on January 1st.
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The Schengen Area refers to the 29 European countries that, under the 1995 Schengen Agreement, have agreed to effectively eliminate border controls, making it easier for business travelers and tourists to move across countries. Any country wishing to join must pass rigorous checks related to airspace control, visas, law enforcement cooperation, and data protection, and existing member states have the power to veto new applications. Currently, Taiwanese passport holders enjoy visa-free access to Schengen Area countries, with the right to stay up to 90 days within a 180-day period.
Source of news: Storm Release date: November 23, 2024
● Canada Launched Four New Tourism Corridors, Aiming to Reclaim Spot Among the World’s Top 7 Travel Destinations
Destination Canada has launched four new tourism corridors this year, building on the success of its pilot tourism corridor strategy (TCSP) and strengthening the country’s tourism infrastructure. This initiative is a key component of Canada’s 2030 Tourism Strategy, with the goal of restoring the country to its position as one of the top seven global travel destinations.
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一、Cycle Ontario and Quebec
二、Field to Fork: Saskatchewan-Manitoba Agritourism
三、Northern Sky Corridor
四、Juan de Fuca Corridor
The tourism corridors aim to stimulate the local economy, enhance the visitor experience, and strengthen Canada’s tourism industry. These corridors are expected to create job opportunities, increase engagement with indigenous and local communities, and attract significant investments.
Source of news: Epoch Times Release date: October 2, 2024
●Saudi Arabia’s Tourism Has the Fastest Growth Among G20 Nations Reported by United Nations World Tourism Barometer
The latest United Nations World Tourism Barometer has revealed that Saudi Arabia’s tourism industry has shown the fastest growth among G20 countries. Compared to the same period in 2019, international visitors to Saudi Arabia increased by 73% in the first seven months of 2024. (Source of image: UN Tourism)
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The report, which serves as a global benchmark for measuring the performance of the tourism industry, highlights Saudi Arabia’s impressive achievements in both the number of tourists and its economic impact. The country has introduced efficient and convenient visa programs, including the expansion of e-visas, attracting millions of international visitors and further strengthening its global connections.
Saudi Arabia’s investment in transformative projects such as the Red Sea Project, NEOM, and Diriyah has played a pivotal role in this tourism growth. The UN report confirms that these multi-billion-dollar initiatives are paying off, reshaping the global tourism landscape and bolstering Saudi Arabia’s international reputation as a top destination for world-class experiences. Additionally, Saudi Arabia’s Vision 2030, a long-term economic diversification plan, places tourism at the strategic center of its agenda. The country welcomed 109 million tourists in 2023, paving the way toward its goal of attracting 150 million visitors annually by 2030. By that time, tourism is expected to contribute 10% of the nation’s GDP and create one million new jobs, bringing the total workforce in the tourism sector to 1.6 million.
Source of news: Business Wire Release date: September 24, 2024
※CheeseAd is an advertising agency specializing in serving clients in the tourism industry. To better understand the current state of tourism in Taiwan for our foreign clients, we have selected news or information from your platform. If you have any comments regarding the above excerpts, please feel free to contact us. Thank you!
Key Summary
- According to the National Communications Commission (NCC), as of the first half of 2024, Taiwan’s cable TV subscribers totaled 4.42 million households, with the household penetration rate dropping below 50% to 47.5%. This marks a decline of nearly 850,000 households compared to the peak of 5.269 million households in Q3 2017.
- According to a report by Media Partner Asia (MPA), Taiwan’s OTT TV paid subscriptions surpassed 5.8 million in 2023, with nearly 1 million new subscriptions added in the same year. The number of paid subscribers for major platforms is as follow:
Netflix: 1.128 million
Disney+: 986,000
Taiwan Mobile MyVideo: 522,000
FarEasTone friDay Video: 522,000
Chunghwa Telecom Hami Video: 406,000
iQIYI: 348,000
●Embracing the Screaming Era: The Massive Marketing Potential Behind Video Platforms!
★What is OTT streaming platform?
An OTT (Over-the-Top) streaming platform refers to a service that delivers audiovisual content directly via the internet, without relying on traditional cable TV or satellite signals. OTT platforms allow users to watch movies, TV series, and other video content anytime, anywhere, on devices like computers, smartphones, and smart TVs. Popular OTT platforms such as Netfix, iQIYI, and LINE TV have become major sources of entertainment for audiences worldwide, including in Taiwan, by offering on-demand content and flexible viewing schedules.
★The Media Shake-Up! Taiwanese Viewing Habits Are Rapidly Changing
The Cultural Content Institute’s latest 2023 Taiwan Cultural Content Consumption Trends Report revealed that Taiwanese audiences’ media consumption habits were undergoing a rapid transformation. While traditional TV viewership continues to decline, the usage of OTT streaming services and social media platforms has surged significantly.
★New Generation Viewing Habits: Gen Z Disconnects from Traditional TV
Viewing habits vary significantly by age group. Among audiences aged 20 to 39, over 70% use streaming platforms to watch programs, with the 20-29 age group being the least likely to watch traditional TV. This generation prefers flexible viewing options, where they can choose their favorite content and easily stream it on various devices, meeting their needs for on-demand and personalized entertainment. Moreover, Gen Z’s frequent use of social media significantly influences their viewing choices. They enjoy sharing and discussing the shows they watch, often driven by viral trends and influencers, which further accelerates the adoption of streaming platforms. Their preferences lean toward short, concise content, such as YouTube videos and short-form video platforms –something traditional television struggles to provide.
★Media Viewing Survey: Generational Preferences Tied to Life Stages and Lifestyles
Audience preferences for TV and streaming content vary significantly across age groups, reflecting generational interests, values, and lifestyles.
- Ages 15-19: Young viewers show a strong affinity for music shows and cartoon/animations. This demographic seeks entertainment while being drawn to creative and trendy content, reflecting their enthusiasm for pop culture and imaginative storytelling.
- Ages 20-29: Preferences diversify among young adults. Men in this group lean towards news programs, likely influences by their entry into the workforce and growing interest in current affairs. Women, on the other hand, prefer reality shows for their authenticity and entertainment value. These programs provide relatable stories, emotional connections, and effective escape from daily stress.
- Age 30-69: Viewers in this range exhibit a higher focus on current affairs, making news broadcasts their primary content choice. This reflects their need to stay informed about societal events and political developments. Additionally, they show an interest in educational content, such as science programs and financial planning shows, which cater to their desire to enhance knowledge and practical life skills.
★ For complete report
Source of news: CACAFLY Release date: November 12, 2024
According to domestic travel surveys in Japan, Japanese travelers have a strong preference for visiting secondary cities. However, Taiwanese consumers tend to favor Japan’s major cities, possibly due to the availability of direct flights or unfamiliarity with secondary cities. To break these stereotypes and showcase the beauty of secondary cities, a new approach is needed.
Taiwanese travelers particularly enjoy taking beautiful photos to share on social media and impress their friends. Leveraging this desire for social media bragging, we proposed the launch of “Japan’s Instagram-Worthy Photo Routes,” highlighting the stunning beauty of Japan’s secondary cities. By combining visually captivating spots with Taiwan Tigerair’s 20 direct flight destinations and special promotional fares, we can increase consumer interest and drive ticket purchase.
Taiwan Tigerair x JNTO: Unveil Japan’s Instagram-Worthy Photo Routes
★ Taiwan Tigerair’s 20 routes: Instagram-worthy photo tour of Japan
Let’s go! Capture stunning moments across Japan with Taiwan Tigerair’s photo itinerary!
From north to south, explore Instagram hotspots, breathtaking hidden gems, regional specialties, and artistic sites.
Ready to hit the shutter? Go viral with your beautiful snapshots!
- Hokkaido Region
Route 1: Sapporo → Takino Suzuran Hillside National Park → Odori Park → Sapporo Snow Festival → JR → Hakodate → Kanemori Red Brick Warehouse → Hachimanzaka Slope → Mount Hakodate Night View
Route 2: Sapporo → JR → Ningle Terrace (Furano) → JR → Blue Pond (Biei) → JR → Hoshino Resorts TOMAMU Unkai Terrace (Asahikawa)
- Chubu Region
Chubu Airport → Airport Express → Hisaya Odori Park → Ghibli Park → Inuyama Castle → Tenno River Park → JR → Kanazawa Station → Kenrokuen Garden → Higashi Chaya → District → Shirakawa-go →JR → Niigata Station → Echigo-Tsumari Art Triennale → Ryunosu Well → Kiyotsu Gorge
- Kanto Region
Tokyo Haneda Airport → Subway → Warner Bros. Studio Tour Tokyo – The Making of Harry Potter → Ghibli Museum (Mitaka) → Shibuya → Shibuya Sky → teamLab Azabudai Hills → JR Limited Express → Ibaraki (Mito Station) → Oarai Isosaki Shrine → Imo-kan Shrine → Hitachi Seaside Park → Fukuroda Falls
- Kansai Region
Kansai Airport → JR → Shin-Osaka Station → Namba Yasaka Shrine → Hozenji Yokocho →Gokan Seasonal Sweets → Abeno Harukas 300 Observatory → Shinkansen → Okayama Station → Korakuen Garden → Yurendo Store → Meikyoku Coffee Time Corridor → Inujima → JR Limited Express → Kochi Station → Kitagawa Village Monet’s Garden Marmottan → Shimanto River → Niyodo Blue at Niyodo River
- Kyushu Region
Fukuoka Airport → Nishi-Kyushu Subway → Hakata Station → Tsunoshima Bridge → Miyajidake Shrine Light Path → Sasaguri Kyudai Forest → JR Limited Express → Saga Station → Oouo Shrine → Yutoku Inari Shrine → Gallery Arita Café → Takeo City Library
啟示整合行銷 