4.29 Million Visitors in H1: Where Will Your Next Guests Come From?

Have you noticed that the international guests at your front desk seem different over the past year or two?

Familiar faces from Japan and Hong Kong used to dominate. Now you might meet young English-speaking travelers from the Philippines, or backpackers who started their trip at Kaohsiung Airport. It's not your imagination—first-half data from Taiwan's Tourism Administration makes the shift clear.

Visitor numbers are growing—but who is coming is changing

From January to June 2026, Taiwan welcomed 4,294,589 visitors, up 2.32% year over year. Growth was modest, but the guest mix is being reshuffled:

Top 5 Source Markets for Visitors to Taiwan, H1 2026

Source: TTN Media

• Japan remains the largest market (680,499 visitors) but grew only 0.03%—essentially flat
• Hong Kong, Macau and South Korea, long-time core markets, actually declined
• The Philippines surged 28.13% to 400,827 visitors, the fastest-growing market
• The US grew 9.55%, and long-haul markets such as Italy, the Middle East and Spain all posted double-digit growth

New guests travel differently

Guests from different countries travel very differently:

• Japanese visitors are most often 60 or older (162,471 visitors); Japanese and Hong Kong/Macau guests typically take short 4–5 night trips
• Filipino visitors are mainly aged 20–39 and most often stay 5–7 days

What does this mean? For the same property, the photos you highlight, how you price and how you plan weekdays versus weekends may need to differ for older Japanese guests and young Filipino travelers.

Not just Taoyuan: central and southern gateways are opening

Many operators assume international guests all land in Taoyuan and start in Taipei. But in the first half, arrivals at Kaohsiung Airport grew 13.38%, and Taichung Airport performed strongly thanks to more Korean and Vietnamese travelers.

International travelers no longer have to travel north to south—some begin in central or southern Taiwan. That's a real opportunity for properties in the south and east.

Another figure: outbound travel hit a record

At the same time, outbound trips by Taiwanese residents topped 10 million for the first time in a half year, reaching 10,654,670, up 16.56%—with more than 3.93 million trips to Japan alone.

Domestic travelers have more choices than ever: a weekend in Hualien or a flight to Osaka. On booking platforms, whether your property stands out at first glance, has photos that make people want to stay, and is priced right matters more than ever.

What can operators do?

As guests change, the paths to reach them must change too. Travelers from different countries prefer different platforms—Southeast Asian and Taiwanese travelers often use Agoda, Western travelers favor Booking.com, and Chinese-speaking travelers often use Trip.com.

Key Takeaways

1. 1

   The guest mix is changing: 4.29 million visitors in H1; Japan flat, Hong Kong/Macau and Korea down, the Philippines up 28.13%, and the US, Europe and the Middle East growing by double digits.

2. 2

   Different travel habits: Japanese guests skew older with short stays; Filipino guests skew younger and stay 5–7 days, so photos and pricing should fit each audience.

3. 3

   Opportunity in the south: Kaohsiung arrivals grew 13.38% and Taichung performed strongly with more Korean and Vietnamese travelers—international guests no longer start only in the north.

After reading, tap the button below to talk with H&:

• My property is only on one or two platforms. How can I start reaching guests from the Philippines, Southeast Asia or the West?
• With a more diverse guest mix, how should I adjust rates for seasons and source markets?
• I'm in central or southern Taiwan. How can travelers arriving via Kaohsiung or Taichung find my property first?
• Can H& review my current ranking and visibility across platforms?