● Taiwan’s Key Economic Indicators (Data released before April 10, 2025)
 GDP Economic Growth Rate (yoy) 3.14 (%) 2025 forecast |
 CPI Change Rate 1.58 (yoy, %) Feb. 2025 |
 Unemployment Rate 3.34 (%) Feb. 2025 |
 Monthly Regular Earnings of All Employees (Industry and Services) 47,458 (NT dollars) Jan. 2025 |
- The economic growth forecast for the year 2025 is 3.14%, revised down by 0.15 percentage points from the 3.29% forecast in November 2024. The per capita GDP is projected to be $35,106, and the Consumer Price Index (CPI) is expected to rise by 1.94%.
- In February, the Consumer Price Index (CPI) decreased by 0.43% compared to the previous month but increased by 0.25% after adjusting for seasonal factors. Compared to the same month last year, CPI rose by 1.58%. The average CPI for January and February increased by 2.12% year-over-year.
- The number of employed persons in February was 11.616 million, a decrease of 3,000 (-0.02%) from the previous month. The number of unemployed persons was 402,000, an increase of 6,000 (+1.39%) from the previous month. The labor force participation rate in February was 59.33%, up by 0.02 percentage points from the previous month. The unemployment rate stood at 3.34%, up by 0.04 percentage points from the previous month, but after seasonal adjustment, it decreased by 0.02 percentage points to 3.35%.
- In January, the average regular salary of all employees (including full-time and part-time workers of both domestic and foreign nationalities) was NT$47,458, an increase of 1.05% from the previous month and 2.91% year-over-year. The average non-regular salary, including bonuses and overtime pay, was NT$66,388, bringing the total average salary to NT$113,846, a 38.18% year-over-year increase. The median regular salary was NT$38,142, an increase of 1.18% from the previous month and 2.98% year-over-year.
Source: Republic of China Statistical Information Network
● Statistics on Republic of China Nationals Traveling Abroad
| Outbound departures of nations in January 2025 1,613,482 |
| Year on Year +25.88% |
| Month on Month +21.65% |
Outbound departures of nationals of the Republic of China by Destinations, January, 2025
Unit: Persons
Note: The outbound travel data for Republic of China nationals is based on the principle of counting the first destination reached by flight. Additionally, factors such as irregular chartered flight itineraries are included. Therefore, for the actual data on Taiwanese nationals traveling to specific countries, please refer to the official inbound statistics published by each destination country.
Source: Ministry of the Interior, Immigration Office (Republic of China)
● Number of Passengers on International Routes (Including Hong Kong and Macau) and Cross-Strait Routes at Taiwan Airports
| February, 2025 International routes (including Hong Kong and Macau) 4,119,368 |
| Year on Year International routes (including Hong Kong and Macau) +4.8% |
| February, 2025 Cross-Strait Routes 371,986 |
| Year on Year Cross-Strait Routes -1.6% |
● Operational Overview of Taiwanese Airlines on International and Cross-Strait Routes in February
In February 2025, the six Taiwanese airlines carried a total of 2,584,001 passengers on international and cross-strait routes. Among them:
- EVA Air transported 1,043,595 passengers (40.4%)
- China Airlines transported 887,822 passengers (34.3%)
- STARLUX Airlines transported 379,173 passengers (14.7%)
- Tigerair Taiwan transported 239,279 passengers (9.3%)
- Mandarin Airlines and UNI Air combined transported 34,132 passengers (1.3%)
Source of the above information: Civil Aeronautics Administration, Ministry of Transportation and Communications –Civil Aviation Monthly Report
For more information: https://www.caa.gov.tw/StatisticsYearMonthFile.aspx?a=1091&lang=1
Load Factor of Scheduled International and Cross-Strait Flights at Airports in Taiwan
By Country and Airline Route
Observation Period: March 26, 2024 – March 26, 2025
Sources: Discussion forums, social media, news, blogs
Note: This online insight analysis is based on data from the OpView Social Media Database and reflects the number of online discussions related to “Southeast Asia travel.”
1. Overview
Based on the analysis of bar and pie charts, online discussions about travel to five Southeast Asian countries—Thailand, Singapore, Malaysia, the Philippines, and Indonesia—show that Thailand has the highest volume, reaching 645,649 mentions and accounting for 56.5% of total discussions. As a top travel destination in Southeast Asia, Thailand’s strong online presence indicates its high tourism appeal, likely driven by its rich travel resources, the return of international tourists, and effective marketing strategies, reinforcing its dominant position in the Southeast Asian travel market.
Singapore ranks second with 190,121 mentions (16.6%), reflecting its role as a major transit hub and tourist destination in Asia. Malaysia follows with 140,849 mentions (12.3%), demonstrating its significant appeal, likely due to its diverse culture and natural attractions.
Meanwhile, the Philippines (93,456 mentions, 8.2%) and Indonesia (72,346 mentions, 6.3%) have relatively lower discussion volumes but still maintain notable market interest. Indonesia, in particular, has been actively promoting its tourism industry in recent years.
2. Insights into Online Buzz Sources
From the source distribution chart, the majority of online travel discussions about Southeast Asian countries originate from social media, followed by news, blogs, and discussion forums.
- Social Media: The dominant source, with over 60% of discussions for all countries concentrated on platforms such as Facebook, Instagram, and YouTube. YouTuber-generated travel content has significantly contributed to online discussions. Notable examples include Chung Ming-Hsuan’s video “Solo Escape to Indonesia” and Xiaowu’s “A Day in Bangkok Without Checking Prices”, demonstrating the substantial influence of YouTubers on travel-related online buzz.
- News: Indonesia has the highest proportion of news-related discussions (32.2%), with a peak in September due to news coverage of Pingtung councilor Wang Chi-Min falling ill after traveling to Bali.
- Blogs & Discussion Forums: While their influence is relatively lower, they still generate considerable engagement on specific topics, such as travel experiences and trip planning information.
3. Sentiment Analysis of Southeast Asian Travel Discussions
In the positive vs. negative sentiment ratio analysis, Thailand has the highest positive sentiment volume (184,503 mentions) but also a relatively high negative sentiment volume (45,872 mentions).
- Thailand: The positive sentiment is four times higher than the negative sentiment, indicating that while most travel reviews are favorable, there are still some negative discussions.
- Singapore, Malaysia, and the Philippines: The positive sentiment significantly outweighs the negative sentiment, suggesting a more stable and consistent travel experience.
- Indonesia: Has the lowest negative sentiment, reflecting a relatively stable travel experience with fewer complaints.
4. Word Cloud Analysis
★Philippines –Word Cloud
Main Discussion Topics:
🔹Itinerary, Travelers: A large volume of discussions revolves around travel itineraries and travelers.
🔹Food, Travelers, Manila, Cebu: Frequent discussions about food and travel destinations highlight the tourism appeal of the region, with Cebu standing out as a popular destination.
🔹Aviation, Routes, China Airlines, KKday, Tickets: There’s significant discussion about air tickets and flight routes, indicating that ticket prices and airline promotions are key concerns for travelers, who may also be more interested in independent travel.
✅Key Trends: The Philippines’ tourism market focuses on Cebu, air tickets, and itinerary planning, with ticket prices and food being the most discussed topics.
★Singapore –Word Cloud
Main Discussion Topics:
🔹Aviation, Itinerary, Attractions: Many people discuss Singapore’s attractions, travel itineraries, and aviation-related topics.
🔹Food, Bak Kut Teh, Hainanese Chicken Rice: Singapore’s food scene generates significant buzz, especially classic dishes like Bak Kut Teh and Hainanese Chicken Rice.
🔹Discounts, Shopping Festivals: This reflects strong consumer interest in Singapore’s shopping events.
🔹Klook, KKday, Agoda: High discussion volume around travel-related platforms indicates a focus on independent travel and booking services.
✅Key Trends: Singapore’s hot topics revolve around food, shopping, and travel itinerary planning, with signature cuisine and discount events drawing the most attention.
★Thailand –Word Cloud
Main Discussion Topics:
🔹Bangkok, Attractions, Food: Thailand’s tourism appeal centers on Bangkok, with food and attractions dominating most discussions.
🔹Night Markets, Floating Markets, Seafood: Thailand’s unique culture and cuisine, such as night markets, floating markets, and seafood, are more appealing to consumers, generating higher discussion volume.
🔹Flights, Aviation: Many discussions relate to air tickets, flights, and routes, indicating that ticket prices remain a key factor in travel planning.
🔹KKday, Klook: Travel platforms play a significant role in Thailand travel planning.
✅Key Trends: Thailand’s tourism market focuses primarily on Bangkok and Chiang Mai, with food and night markets as the main attractions. Demand for air tickets and itinerary booking tools is also high.
★Indonesia –Word Cloud
Main Discussion Topics:
🔹Bali, Attractions, Coffee: Bali is the most popular discussion location, with its local coffee culture also receiving attention.
🔹Travelers, Food: Indonesian cuisine has strong appeal, and travelers show interest in local specialty restaurants and markets.
🔹Routes, Tickets, Flights: Flight prices and route options are hot topics, especially for flights to Bali.
🔹Agoda, Platforms: High usage of independent travel booking platforms indicates a demand for flexible itineraries.
✅Key Trends: Keywords in Indonesian tourism center on Bali, where local food and coffee culture serve as key attractions. Independent travel platforms and ticket prices also draw significant attention.
★Malaysia –Word Cloud
Main Discussion Topics:
🔹Food, Bak Kut Teh, Night Markets, Coffee: Similar to Singapore, food is a key focus of discussion, especially Bak Kut Teh and night market snacks.
🔹Kuala Lumpur, Attractions, Penang: Kuala Lumpur and Penang are the primary locations discussed in tourism-related conversations.
🔹Flights, Travelers, AirAsia: Ticket prices and route options are popular topics, showing that many travelers are interested in budget airline promotions.
🔹Travel Expos, Itineraries: Malaysia’s travel expos and itinerary planning are key points of discussion.
✅Key Trends: Malaysia’s tourism discussions center on Kuala Lumpur and Penang, with food and budget airline tickets being the most talked-about topics.
🔹Food and attractions are common hotspots across all five countries, with keywords like Bak Kut Teh, night markets, and seafood standing out.
🔹Tickets, flights, and discounts receive high attention in all countries, indicating that price remains one of the most important considerations for travelers.
🔹Independent travel tools (KKday, Klook, Agoda) see significant discussion volume in each country, suggesting that travelers prefer planning their own itineraries over joining group tours.
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1. Taipei to Fly Direct to Helsinki? Taiwan and Finland Sign “Air Services Agreement,” Future Nordic Routes to Save Half the Travel Time
Is a direct flight from Taiwan to Finland finally in sight? Recently, Taiwan and Finland officially signed an “Air Services Agreement,” marking not only Taiwan’s first aviation agreement with a Nordic country but also paving the way for future direct flight routes. This agreement will significantly enhance flight options, shorten travel times, and even grant Taiwan the advantage of “intermediate point fifth freedom rights,” further strengthening its international aviation network. This Taiwan-Finland aviation collaboration will bring a more convenient Nordic flight network to Taiwan, gradually turning the dream of direct flights to Helsinki into reality.
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Beyond advancing plans for direct Taiwan-Finland flights, this agreement also grants Taiwan the benefit of “intermediate point fifth freedom rights” with Finland. In other words, airlines will have the right to pick up or drop off passengers and cargo at an intermediate stop, allowing flights to operate between non-home countries. For example, Singapore Airlines’ “Singapore → Taipei → Los Angeles” route could pick up passengers in Taipei bound for Los Angeles—this is a classic example of intermediate point fifth freedom rights. The benefits include higher passenger load factors, increased cargo revenue, expanded route options, and even the potential to boost the transit tourism economy at the intermediate point. This means Taiwan will enjoy more direct flight options, more flexible ticket prices, and greater scheduling convenience.
2. UK Electronic Travel Authorisation (ETA) Expands Again on April 2, Now Including Europe, Applications Open Today
The UK began implementing the Electronic Travel Authorisation (ETA) in phases last year. Following the addition of 48 eligible countries and regions, including Taiwan, in January this year, the program will expand further starting April 2 to include European countries. Passport holders from these countries can begin applying for the ETA as of today. The ETA is not a visa, so it applies to individuals from countries and regions that are already eligible for “visa-free” entry into the UK. According to the UK government’s official website, eligible European countries include European Union (EU) member states, as well as non-EU Schengen Area countries such as Norway, Iceland, Liechtenstein, and Switzerland. Within the Schengen Area, there are virtually no border controls between countries.
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The application fee for the ETA is £10 (approximately NT$400 to NT$420), and travelers can apply online themselves. The UK Home Office states that the vast majority of travelers will receive a response (including email notification) within minutes of submitting their application, confirming whether the ETA has been approved. The ETA is valid for 2 years and is linked to the passport details provided during the application. Therefore, if the original passport expires, travelers will need to reapply for a new ETA. Within the 2-year validity period, travelers can use the ETA to enter and exit the UK multiple times, with each stay permitted for up to 6 months.
3. Power Banks in Carry-On Might Still Be Confiscated! New Airplane Rules Start in March, Power Banks Missing One Label Can Only Be Discarded at the Airport
Recently, many airlines have announced regulations regarding carrying power banks on flights. Travelers preparing to visit South Korea should pay special attention. According to the latest regulations from the South Korean government, for all flights operated by Korean airlines, power banks must be carried in carry-on luggage and cannot be checked in. Additionally, there are restrictions on the number of power banks allowed, and the power bank’s body must display a “Wh battery capacity” label to be permitted onboard. The Korea Tourism Organization’s Taipei Branch has also reminded travelers that if the power bank only shows “mAh capacity” on its label, it is recommended not to bring it.
4. Taiwan Travelers’ Tourism Spending in 2024 Estimated at NT$1.4 Trillion, a Record High
The Forward-Looking Tourism Policy Research Office estimates that last year, the total tourism spending by Taiwanese people reached NT$1.4 trillion, marking a historic high. Notably, spending on outbound travel exceeded NT$1 trillion for the first time. The Tourism Administration stated that it will refer to these estimated figures to strive for an increase in Taiwan’s tourism revenue. According to the Forward-Looking Tourism Policy Research Office, the total tourism spending by Taiwanese travelers in 2024 (Year 113 of the Republic of China) is projected to be NT$1.4837 trillion. Of this, domestic travel spending is estimated at NT$464.6 billion, a decrease of NT$30.8 billion compared to NT$495.4 billion in 2023 (Year 112). Meanwhile, outbound travel spending is estimated at NT$1.0191 trillion, an increase of NT$305.7 billion from NT$713.4 billion in 2023.
5. “World’s First Dog-Friendly Cruise” to Set Sail in Late 2025! 7-Day, 6-Night Caribbean Adventure
With the rise of the “pet economy” trend, the demand for pet owners to travel with their beloved dogs has been steadily increasing. Cruise Tails, in collaboration with Expedia Cruises of West Orlando, has announced the launch of the world’s first cruise designed specifically for dogs. Scheduled to depart from Tampa, Florida, in November 2025, this 7-day, 6-night Caribbean voyage will allow pet families to enjoy an unforgettable time at sea together.
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The cruise will take place aboard the Margaritaville at Sea Islander, welcoming 250 dogs and their owners onboard. A variety of pet-exclusive activities are planned, including costume contests, parades, and dog shows, giving furry friends the chance to shine on the high seas. The ship will also feature professional “pet butler” services to ensure cabin cleanliness, along with thoughtfully designed balcony “private relief zones” for dogs to use comfortably. Additionally, the cruise offers grooming services, puppy massages, and a dedicated splash zone, all aimed at enhancing the travel experience for dogs.
6. Travel Warning for Thailand! Thailand Considers Shortening Visa-Free Stay for Tourists to 30 Days
Thailand’s Minister of Tourism and Sports, Sorawong Thienthong, has announced that the country plans to halve the permitted stay for visa-free foreign tourists, reducing it to 30 days. This comes as Thailand intensifies efforts to crack down on travelers exploiting visa-free policies for illegal commercial activities.
Since July last year, Thailand has allowed passport holders from 93 countries to enter for tourism purposes with a maximum stay of 60 days. However, multiple Thai media outlets reported on Monday, citing Sorawong, that government ministries have, in principle, agreed to shorten this period to 30 days.
※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
The latest report from Digital 2025: Taiwan, analyzing the behavioral data of Taiwan’s internet users in 2024:
- Taiwan has 30.4 million mobile device users, accounting for 131% of the total population. This indicates that, on average, each person owns more than one mobile device.
- Social media usage in Taiwan is notably high, with 18.4 million active users, representing approximately 79.4% of the total population. The social media platforms used are quite diverse, including LINE, Facebook, Instagram, YouTube, Threads, TikTok, and more.
- Taiwanese people spend an average of 7 hours online daily, but their attention span for content is becoming increasingly short. The proportion of users engaging with short-form video platforms is rising, with Instagram Reels, YouTube Shorts, LINE Voom, and TikTok being the most popular short-video platforms among Taiwanese people currently.
● Trends Among Taiwan Internet Users: Internet Penetration Rate Reaches 95.3%
★ Growth Trend in Internet Users
The Digital 2025: Taiwan report, jointly published by DATAREPORTAL, Meltwater, and We Are Social, is officially online!
According to the latest data, as of 2025, Taiwan’s internet user population has reached 22.1 million, accounting for 95.3% of the total population, reflecting an extremely high internet penetration rate. Over the past year, the number of internet users grew by 71,000. While the increase is not significant, it still indicates steady growth.
● 2025 Taiwan Social Media Statistics
● Data Analysis of the Four Major Social Platforms
★ 2025 Taiwan YouTube User Data
According to Google’s advertising resources, the number of YouTube users in Taiwan reached 18.4 million at the beginning of 2025. The advertising reach is equivalent to 79.4% of the user base.
★ 2025 Taiwan Facebook User Data
Data published by Meta’s advertising resources shows that, at the beginning of 2025, the number of Facebook users in Taiwan reached 17.1 million. The advertising reach is equivalent to 73.8% of the user base.
★ 2025 Taiwan Instagram User Data
At the beginning of 2025, the number of Instagram users in Taiwan reached 11.3 million. The advertising reach is equivalent to 48.8% of the user base.
★ 2025 Taiwan TikTok User Data
TikTok currently has 8.34 million users aged 18 and above in Taiwan. As of the beginning of 2025, TikTok’s advertising reach covers 41.9% of adults aged 18 and older in Taiwan.
Source:
ACCUPASS https://blog.accupass.com/digital-2025-taiwan.html
● Highest Mobile Device Penetration Rate
The report indicates that Taiwan currently has 30.4 million mobile device users, accounting for 131% of the total population. This means that, on average, each person owns more than one mobile device, all of which are connected via 3G, 4G, or 5G networks.
● AI Widely Applied in the Marketing Industry, Including Search Engines
With the emergence of ChatGPT, other AI tools have sprung up like mushrooms after rain, offering increasingly comprehensive features. In 2024, the search capabilities of AI tools led to a significant decline in the market share of Google, which had dominated the field for years.
● Intensifying Competition Among Video Platforms
The report analyzes that Taiwanese people spend an average of 7 hours and 23 minutes online daily, with 4 hours and 9 minutes spent on mobile devices and 3 hours and 14 minutes using computers to access the internet.
Video content has surged to become the top proportion of daily internet usage among Taiwanese people. This trend is evident from the fact that YouTube has the highest user ratio. This indicates not only the importance of video content but also the growing significance of mobile-friendly videos, particularly short-form videos. Platforms like YouTube Shorts, Instagram Reels, and TikTok have become the battleground for the three major short-video platforms.
● Brands Need Diversified Strategies
Data on the primary ways brands are discovered:
1.Search engines: 45.3%
2.Word of mouth: 38.4%
3.Website ads: 31.2%
4.Social media ads: 29.7%
5.Mobile app ads: 28.8%
Summary of Marketing Strategy Recommendations:
- Enhance AI Tool Utilization: Leverage AI technology to improve marketing efficiency, such as automated content generation and optimized ad placement.
- Invest in Short-Form Video Content: Allocate resources to produce high-quality short videos to align with consumers’ content consumption habits.
- Diversify Marketing Channels: Implement marketing strategies across multiple platforms to avoid over-reliance on a single channel, reducing risk and reaching a broader target audience.
Source: GENIUSHUB https://geniushub.cc/digital-2025-taiwan/
● Interpreting the Digital 2025 Taiwan Consumer Trends Report! 6 Major Marketing Trends to Plan Ahead
How to Approach Digital Marketing in 2025: Six Key Recommendations
Based on market observations from 2024, digital marketing strategies for 2025 should focus on the following key areas to adapt to evolving consumer behaviors and technological trends:
Recommendation 1: Demographics and Internet Device Usage Habits
Recommendation 2: AI Applications for More Precise and Automated Marketing
Recommendation 3: Balancing All Social Media Platforms
Recommendation 4: Start Building Short-Form Video Presence Early to Gain an Edge
Recommendation 5: Mobile Optimization as a Fundamental Requirement
Recommendation 6: Diversified Strategies to Boost Influence Are Key
Source: Future Commerce https://fc.bnext.com.tw/articles/view/3816
● Complete Information Source for Digital 2025: Taiwan
https://datareportal.com/reports/digital-2025-taiwan
Creative concept:
China Airlines, in collaboration with nine major travel agencies, proudly launches “Gorgeous Europe,” a new European travel brand. Featuring direct flights on the China Airlines A350 to London, Amsterdam, Frankfurt, Vienna, Rome, and Prague, the itineraries cover Northern Europe, Central-Western Europe, and Southern Europe, crafting dream journeys that turn the places you long to visit into paths you’ve walked.
China Airlines x 9 Major Travel Agencies Launch Gorgeous Europe PAK Itinerary
★ With the theme “Turn the Places You Long For into Paths You’ve Walked,” the concept draws on the idea of postcards, allowing you to leave unforgettable footprints amid Europe’s stunning landscapes. Highlights include China Airlines’ six major European destinations, the exciting Gorgeous Europe itineraries, an introduction to the A350, star-rated in-flight dining, and the nine partnering travel agencies.
★ The Gorgeous Europe brand launch event was held at a restaurant in the Songshan Tobacco Factory, inviting approximately 100 attendees, including print, digital, and television media, as well as travel industry professionals. The event fully showcased the brand concept and itinerary details, receiving enthusiastic responses and feedback from major media outlets and industry players.
Brand Website：https://event-2.7to.com.tw/landingpage/25ci_europe/
Brand Launch Event –Successfully Presenting the Gorgeous Europe Brand Concept and Products
Brand Launch Event Giveaway –Main Visual Designed as a Postcard
Mobile Vehicle Advertising –Targeting High-Traffic Commercial Districts for Powerful Exposure
MRT Exclusive Train Posters –Fully Showcasing the Three Major European Itineraries
啟示整合行銷 