Cheese Report Dec 2025

114年1至9月中華民國國民出國人次及成長率－按目的地分

1. Central Bank Releases Q3 Tourism Balance: Deficit Hits a Record USD 4.1 Billion

Post-pandemic overseas travel by Taiwanese nationals continues to surge. According to the latest balance of payments data released by the Central Bank, outbound travel expenditures reached USD 6.6 billion in the third quarter of this year, while travel income from international visitors to Taiwan totaled USD 2.5 billion. The resulting USD 4.1 billion deficit is the largest on record. This deficit may continue to widen. According to the Travel Quality Assurance Association’s newly released tour package prices for January to March 2026, Japan remains the top destination for Taiwanese travelers. Benefiting from the weak Japanese yen, tour prices –except those for Hokkaido and Tohoku, where winter ski season leads to tight flight availability –have been reduced by about 5%. Moreover, due to China’s travel sanctions against Japan, tour prices are expected to have further room for reduction in the second quarter.

2. Are Chinese Tourists Really Avoiding Travel to Japan? Foreign Media Analysis Reveals the Truth

In response to Japanese Prime Minister Sanae Takaichi’s “Taiwan contingency” remarks, China has urged its citizens to temporarily avoid traveling to Japan. Domestic airlines have reduced flights to Japan, and many tour groups and hotel bookings have been canceled. However, reports from across Japan indicate that Chinese tourists are still visiting. Business Insider analyzed the data and found that although reports of mass cancellations are widespread, industry insiders believe the actual impact is limited. This is because 90% of Chinese travelers to Japan are currently independent travelers, with only 10% being part of tour groups.

The analysis points out that while these reports give the impression of large-scale cancellations, a closer look shows that the cancellations are all from group tours. According to travel agencies and Chinese media, many of these groups were company-organized trips by state-owned enterprises or educational tours from inland and northeastern regions –groups with official ties. Therefore, once authorities issued the call, these tours had no choice but to cancel.

3. Taoyuan International Airport Partners with Kumamoto Airport to Promote Bilateral Tourism and Aviation Development

Since Taoyuan International Airport and Japan’s Aso Kumamoto Airport became sister airports in 2024, the two sides have continued to deepen cooperation through various initiatives. Following the successful Kumamon special exhibition and meet-and-greet event held at Taoyuan Airport in August this year (2025), which received an enthusiastic response from travelers, the Taoyuan Airport Corporation organized a large-scale tourism promotion event at Aso Kumamoto Airport from November 22 to 24. Working alongside Taiwan’s Tourism Administration, domestic airlines, and duty-free retailers, the event showcased the achievements of Taiwan–Japan airport collaboration and further strengthened bilateral exchanges.

4. Japan’s Visa Fees May Increase Ninefold! Even Visa-Exempt Taiwanese Travelers Won’t Escape the New “Entry Processing Fee” –Implementation Timeline Revealed

The Japanese government plans to dramatically raise visa application fees starting in fiscal year 2026, marking the first adjustment in 48 years since 1978. The new fee structure will align with standards used in Europe and the United States, with short-term visa fees potentially increasing by up to nine times. In addition, Japan will review the current International Tourist Tax and the fees for the upcoming Japan Electronic System for Travel Authorization (JESTA). As a result, the overall cost of entering and exiting Japan is expected to rise significantly.

5. Thailand Confirms Introduction of THB 300 Tourism Tax –New Policy to Take Effect Within Four Months

Travelers who love visiting Thailand should take note! Thailand’s Ministry of Tourism and Sports has announced that a tourism tax will officially be implemented within the next four months. Under the new policy, foreign visitors entering the country by air will be charged THB 300 per person (approximately NT$282). This measure was approved by the Cabinet as early as 2023 but had never been formally launched. After nearly two years of delays, the policy is finally set to take effect.

● Taiwan’s Internet Penetration Exceeds 95%! Facebook Remains the Main Battleground, While TikTok Sees the Fastest Growth

The 2025 Digital Taiwan report reveals a rapidly shifting social media landscape: Taiwan’s internet penetration has surpassed 95%, yet the total number of social media users has dropped by 800,000. Facebook remains the dominant platform with a reach of over 70%, while TikTok has surged with an astonishing 47.7% year-on-year growth, emerging as a force brands can no longer ignore. With the rise of short-form video and real-time interactive content, Taiwan’s digital marketing strategies are entering a critical transition point.

Source: foodnext
https://www.foodnext.net/column/columnist/paper/6111120817

● AI + 3D Ignite a New Revolution in Outdoor Advertising! Cheng-Hsuan Lee: Intelligence × Experience × Sustainability to Lead the Marketing Landscape in 2026

As the wave of artificial intelligence sweeps across the globe, the outdoor advertising industry is standing at the brink of transformation. The convergence of AI and naked-eye 3D is reshaping the future of marketing: AI enables ads to dynamically adapt to foot traffic, weather, time, and even real-time events, shifting from one-way exposure to smart interaction. Meanwhile, naked-eye 3D turns static visuals into immersive experiences, overturning the public’s perception of traditional advertising and giving brands stronger memorability and viral potential.

Image: SETN
https://www.setn.com/News.aspx?NewsID=1750116

● Google Ads Changed Just One Word –and the Entire Traffic Game Has Shifted! How Can Brands Build an “Influence Moat” with SEO + AIO?

You may not have noticed, but Google recently made a subtle change: the label on search results shifted from “Ads” to “Sponsored.”
For users, it’s merely a small interface update. But for brands that rely on traffic, it’s an unmistakable signal: the platform is redefining the rules of visibility.

Image: Future Commerce
https://fc.bnext.com.tw/articles/view/4201

● No More Switching Pages! Google Integrates AI Features to Turn Search Into a Smart Q&A Assistant

Google recently announced that it has begun testing a new feature that merges AI Overview with AI Mode, aiming to enhance user interaction during the search process. The test officially began on December 3, with the goal of allowing users to seamlessly transition from search results to an AI chat, making it easier to further explore topics they are interested in.

Image: Tech News
https://technews.tw/2025/12/03/google-tests-merging-ai-overviews-with-ai-mode/

● With 315 Million Users, Amazon Deploys AI Tools to Reshape the Advertising Market –Why Are Even Rivals Like Netflix and Disney Rushing to Partner With Them?

As AI rapidly transforms the advertising industry, the global power structure of advertising is undergoing a major shift –and Amazon is clearly positioning itself as a dominant force. Since Prime Video adopted a default ad-supported model in 2024, its reach has expanded rapidly, turning it into a new battleground for brands targeting “TV-grade” audiences.

Image: Future Commerce
https://fc.bnext.com.tw/articles/view/4276