Cheese Report Jan 2026

Outbound Departures of Nationals of the Republic of China by Destination, November & January-November, 2025

1. Taiwanese Love Traveling Abroad! Lion Travel 2025 Search Trends: Oceania Claims Top Spot with 2x Growth; Second-Tier Japanese Cities Dominate the List

Lion Travel (2731) revealed today (6th) the rankings for the growth in group travel destination searches on its official website for 2025. Australia and New Zealand (Oceania) secured the top spot, with search volume increasing by more than 2.5 times year-on-year. Japan’s Shikoku and Chugoku regions (including Tottori, Hiroshima, and Okayama) ranked second.

Malaysia successfully broke into third place, benefiting from ample flight capacity and competitive pricing, coupled with Singapore’s popularity among family travelers due to its numerous theme parks. The remaining top destinations, in order, are Turkey, Tohoku (Japan), Kyushu (Japan), Italy, Europe (General), Hokkaido, and Okinawa.

2. Trip.com Annual Travel Trend Report: Taiwanese Are Travel Experts! Outbound Trips Rank Among Asia’s Top: Averaging 2.45 Trips Per Year

Taiwan’s outbound travel market continues to recover, characterized by three key trends: “short-haul focus,” “younger demographic,” and “experience-oriented travel.” The travel landscape is rapidly expanding from traditional first-tier cities to nearby second-tier destinations that offer both high value-for-money and unique local styles. While demand remained strong through 2025, experiential travel is expected to remain the core driver of the industry heading into 2026.

According to Trip.com’s 2025 flight data, Taiwanese travelers fly even more frequently than those from Japan and South Korea! The average Taiwanese traveler made 2.45 outbound trips, surpassing Japan (2.26 trips) and South Korea (2.30 trips). This figure also approaches the levels of mature Asian travel markets like Singapore (3.12 trips) and Hong Kong (2.95 trips), demonstrating a high degree of travel maturity in the Taiwan market.

3. Japan’s Departure Tax to Triple in July; New JESTA System to Launch by 2028 Requiring Visa-Free Travelers to Apply

Starting July 2026, Japan will triple its “International Tourist Tax” (Departure Tax), raising it from the current 1,000 yen to 3,000 yen (approximately NT$600). Furthermore, the government plans to introduce new entry inspection fees by 2028, citing the growing pressure of overtourism and increasing fiscal constraints.

This decision comes as the Japanese government drafts its largest-ever national budget while facing rising levels of public debt. The policy applies to all departing passengers and is expected to significantly boost inbound tourism revenue. Official explanations state that the tax revenue will be allocated toward improving tourism infrastructure and promoting the development of regional tourism resources. The government emphasized that the hike aims to address overtourism and, based on the “polluter pays” principle, cover costs related to traffic congestion and waste management.

4. Malaysia Becomes Southeast Asia’s Top Travel Destination! New Crackdown on “Specific Behaviors” with Fines Up to NT$15,000 Starting This Year

As Malaysia’s tourism industry continues its robust recovery, international visitor arrivals in the first quarter of 2025 have surpassed Thailand, the long-time regional leader. However, in preparation for “Visit Malaysia Year 2026,” Kuala Lumpur has announced that effective January 1st this year, individuals caught littering or spitting in public spaces will face maximum fines and mandatory community service.

According to a report by Singapore’s The Straits Times, Malaysia has officially become the most popular travel destination in Southeast Asia. In the first quarter of 2025, Malaysia recorded 10.1 million international arrivals, overtaking Thailand. Official data reveals that from January to August 2025, Malaysia hosted a total of 28.24 million international tourists, representing a 14.5% increase compared to the same period last year.

5. U.S. Tourism Cools in 2025; Mexico Defies Trends to Become North America’s Only Growth Market

The U.S. travel market has shown significant signs of cooling in 2025, with a decline in demand for both inbound and domestic tourism, drawing close attention from the global tourism industry. However, amid this general downturn, Mexico has maintained its growth momentum against the tide, positioning itself as one of the few remaining attractive destinations in the North American market. Industry analysis points to price advantages, strategic geographical location, and a distinct shift in travel preferences as key factors behind Mexico’s standout performance.

Analysis suggests that the weakening of U.S. travel spending is closely linked to the prolonged high costs of airfare, accommodation, and dining. In an inflationary environment, travelers are increasingly prioritizing destinations that offer higher value-for-money over high-cost urban itineraries. In response to this cooling demand, some airlines have already begun adjusting their routes and capacity allocations.

● Say Goodbye to Ineffective Ad Impressions! Yahoo Ushers in a New Era of “Retention-First” Marketing Driven by AI and Data

As the wave of AI sweeps through every industry, advertising is no longer just about being “seen,” but about how to truly make consumers “stay.” Consequently, Yahoo is integrating AI and data to help brands maximize advertising effectiveness, creating truly meaningful outcomes for both consumers and advertisers.

Source: yahoo news
https://tw.news.yahoo.com/告別無效的廣告曝光！yahoo以ai×數據驅動「留量」為王的行銷新時代-073100787.html

● Instagram Launches TV App: Watch Reels on the Big Screen; First Wave Debuts on Amazon Fire TV

The social media platform Instagram has officially entered the television market with the launch of its brand-new TV app, “Instagram for TV.” Designed to bring the short-form video experience to the big screen, the app’s core concept is to optimize Reels for home viewing. The app supports up to five account logins, allowing family members to access content based on their individual preferences. Key features include personalized recommendations, channel categories, and search functionality. Additionally, the app features an “Auto-play Mode” (Lean-back Mode), which automatically plays the next video so users can relax on the couch and enjoy a continuous stream of content without any manual input.

Source: LTN
https://3c.ltn.com.tw/news/64305

● Meta AI Rolling Out in Taiwan! Call on AI via IG, FB, and Messenger –Here’s a Guide on How to Use It

Meta has officially announced that its smart assistant, “Meta AI,” is gradually rolling out in Taiwan and Japan. Unlike other platforms that require downloading a separate app or visiting a specific website, Meta has integrated the service directly into Facebook, Instagram, Messenger, and WhatsApp, allowing users to access AI capabilities seamlessly within their existing social media apps.

Source: Business Next
https://www.bnext.com.tw/article/85285/meta-ai

● Must-Read for Marketers: Digital 2026 Global Digital Marketing Trends & Insights

As global internet penetration continues to climb, the number of social media users has reached an all-time high. According to the latest analysis from Kepios, the number of active “social media user identities” worldwide has hit 5.66 billion, equivalent to 68.7% of the global population. In other words, nearly 7 out of every 10 people on Earth are active social media users.

Over the past year, the global social media user base has maintained steady growth, with an addition of 259 million new users. This represents a year-on-year growth rate of 4.8%, indicating that social media is no longer just a daily routine for the younger generation, but has become the core of digital life across all age groups.

Source: adHub
https://www.ad-hub.net/blog/digital-marketing-trends-2026

● How to Do AI SEO in 2026? Master 5 Practical GEO Tips to Fill the AI Search Traffic Gap

Traditional Google SEO is becoming obsolete. AI search (ChatGPT, Perplexity, Google AI Overviews) is fundamentally changing three things:
1. From Links to Answers: Search results are no longer a list of 10 links, but a single, synthesized answer.
2. Zero-Click Decisions: Users don’t necessarily click through to websites anymore; AI helps them complete the decision-making process directly.
3.Citations are Currency: Whoever the AI cites is the one who captures the traffic and the conversions.

The core mission of AI SEO has shifted from “getting people to click you” to “getting the AI to cite your brand” when answering questions. GEO (Generative Engine Optimization) is the only solution in the AI era.

Source: GeniusHub (GH)
https://geniushub.cc/ai-seo-geo-strategy/