What Taiwan Can Learn from Japan and Thailand

Whenever Asia’s top travel destinations are ranked, Japan and Thailand are always near the top. Beyond food, budget airlines, and cultural experiences, another force is reshaping the travel market: millennials are becoming the leading bookers, while Gen Z and fan tourism are rising rapidly. Understanding why they travel can help Taiwan’s guesthouses find more effective ways to market themselves.

Millennials are taking the lead

This year, millennials—roughly those aged 30 to 44—will account for nearly half of global travel bookings.

These travelers have steady jobs and savings, paid leave, families, and their own tastes. They’re willing to spend on a good stay, but are also accustomed to researching, comparing, and reading reviews online.

Next are younger Gen Z travelers, ages 15 to 28. They seek places “other people haven’t been” and unique experiences worth sharing on Instagram.

‘Fan tourism’ is a real market

The report also highlights a trend Taiwan guesthouse operators can put to use directly: IP-themed tourism and fan-driven travel.

Some people fly to Japan or Korea specifically because they love a certain anime, music group, K-pop concert, or film location. *Squid Game* put Seoul on the map; Taiwan likewise has the chance to turn its culture and locations into reasons travelers simply must visit.

1. 1

   Tainan’s old streets: Historic homes, alleys, local snacks, and everyday atmosphere are more than attractions—they can become accommodation stories and immersive itineraries.

2. 2

   Sunrise at Alishan: Clearly explain transportation, viewing times, and accommodation arrangements, turning the natural scenery into a complete, easy-to-book experience.

3. 3

   Jiufen’s atmosphere: Street scenes, mountain-town light and shade, and local culture offer distinctive memories young travelers want to photograph, share, and experience firsthand.

What can Japan and Thailand teach us?

They stay on the rankings not just because they’re fun, but thanks to ongoing marketing that keeps international travelers thinking, “It’s easy and fun to go there.” Convenient transport, clear English information, and a range of experiences all make it easier for travelers to decide.

Taiwan has the same potential, but many guesthouse owners may think attracting international guests is ‘for large hotels.’ Not so—small, distinctive guesthouses are exactly the kind of places Millennials and Gen Z most want to stay.

Key Takeaways

1. 1

   Millennials are the core market: Travelers aged 30–44 value quality experiences and do their research; guesthouse listings must provide complete information to make them comfortable booking.

2. 2

   Gen Z wants something unique: ‘Influencer-worthy’ spots and ‘something you can only find here’ are compelling. Bring your guesthouse’s local character to life in concrete ways.

3. 3

   Lower the information barrier first: To attract international travelers, prepare a clear English introduction to your guesthouse, room descriptions, directions, and experience information.

Talk to H& about what this means for your property:

• My guesthouse has character, but I don’t know how to get foreign travelers to notice it. Is there a beginner-friendly way?
• I want to attract younger travelers, but they seem hard to read. What kinds of stays do they like most?
• Which local Taiwanese experiences interest international visitors most, and how can you incorporate them into guesthouse marketing?