Taiwan Continues to Shine as a Leading Leisure Destination in Asia, Attracting Travelers from Brunei and Beyond

Taiwan continues to shine as a leading leisure destination in Asia, attracting travelers from Brunei and beyond thanks to its unique combination of natural beauty, rich cultural heritage, and world-class tourism services. The island’s diverse attractions—from the scenic Alishan Forest Railway and Kaohsiung’s coastal landscapes to the historic sites of Kinmen—offer something for every type of traveler, while initiatives like the “Salam Taiwan” campaign make it a welcoming, Muslim-friendly destination with halal dining, prayer facilities, and tailored travel experiences. Convenient travel arrangements, including visa exemptions for Bruneians until 2026, along with the rise of free independent travel, immersive tours, and eco-conscious experiences, further enhance its appeal. Coupled with international recognition in global rankings and a growing influx of tourists, Taiwan’s strategic focus on inclusivity, sustainability, and personalized tourism continues to cement its reputation as a must-visit leisure hub in Asia.

Taiwan has long been an attractive cultural destination, and the country’s tourism initiatives aim to establish it as the top choice for Bruneians seeking overseas travel. More than just a tourist spot, Taiwan strives to be a cultural bridge that strengthens people-to-people connections. This vision is underscored in the messages shared during the Sabre Brunei Travel Fair 2025, held at Bridex Hall, where the Taiwan Tourism Administration KL office emphasized its commitment to this mission.

A key focus of the Taiwan Tourism Administration’s recent efforts is the “Salam Taiwan” campaign, designed to greet Bruneians with a warm ‘Salam’ and introduce Taiwan as a welcoming, Muslim-friendly destination. This initiative is part of Taiwan’s broader objective of establishing itself as a halal-friendly hub, enhancing its facilities and services to ensure that Muslim travelers have a comfortable and enriching experience. The promotion aims to make Taiwan a destination where visitors feel at home, no matter their cultural or religious background.

A highlight of the campaign is the invitation for Bruneians to consider Taiwan for their next holiday. To make this easier, the Taiwan Tourism Administration is offering visa exemptions to Bruneian travelers until July 31, 2026. These efforts are not only meant to boost tourism but also to foster deeper cultural exchanges between Taiwan and Brunei, offering travelers a chance to experience Taiwan’s rich heritage, beautiful landscapes, and welcoming environment.

As part of the campaign, Taiwan is also showcasing its diverse range of attractions, emphasizing its Muslim-friendly environment and eco-tourism initiatives. Notable highlights include the Alishan Forest Railway in Chiayi, the breathtaking natural beauty of Kaohsiung, and the cultural heritage of Kinmen. These destinations provide a serene and culturally rich experience, which resonates with the growing interest in eco-friendly and sustainable travel. Bruneian visitors are invited to experience the unique blend of nature, culture, and history that Taiwan offers, making it an attractive choice for a wide range of travelers.

In 2024, the Taiwan Tourism Administration KL office recorded 3,735 tourist arrivals from Brunei, marking a notable increase compared to the previous year. This figure represents a 4.59% rise, with 82% of Bruneian tourists visiting Taiwan for leisure and holiday purposes. This positive growth underscores the increasing popularity of Taiwan as a travel destination for Bruneians.

Recent trends suggest that younger Muslim travelers are particularly drawn to destinations that offer a complete, well-rounded experience. From shopping and food to outdoor activities, theme parks, and scenic views, Taiwan has become a destination that meets the needs and desires of this demographic. Taiwan’s growing reputation as a Muslim-friendly destination, combined with its wide array of attractions, makes it an ideal choice for this market segment.

Over the past few years, Taiwan has made significant strides in creating a welcoming environment for Muslim travelers. Efforts include offering halal food, obtaining halal certifications, and ensuring the availability of prayer facilities throughout the country. The Salam Taiwan campaign has been instrumental in these achievements, helping to build Taiwan’s image as a leading Muslim-friendly travel destination in Asia.

In recognition of these efforts, Taiwan has gained international acclaim. According to the Mastercard-Crescent Rating Global Muslim Travel Index (GMTI) 2025, Taiwan ranks fourth among non-OIC (Organization of Islamic Cooperation) destinations. This ranking reflects the global recognition of Taiwan’s efforts to provide a safe, diverse, and inclusive environment for Muslim travelers.

Taiwan’s success in the tourism industry is also evident in its recognition from leading travel publications. In May of this year, Taiwan was named the ‘Best Leisure Destination in Asia’ by Global Traveller magazine (USA). Additionally, Time Out, a well-known UK-based cultural authority, ranked Taiwan fourth on its list of ‘Best Places to Visit in Asia 2025.’ These accolades reaffirm Taiwan’s enduring appeal as a top-tier travel destination.

The demand for personalized and immersive travel experiences is on the rise, with more travelers seeking free independent travel (FIT) options, themed tours, and in-depth cultural experiences. As a response to this growing trend, Taiwan is offering personalized services and a range of customized experiences that cater to the unique preferences of modern travelers. To further enhance the travel experience, Taiwan Tourism is also offering free SIM cards for visitors who purchase tickets to Taiwan at the travel fair. Additionally, travelers who purchase tour packages are eligible for a foldable travel bag, adding a touch of convenience and practicality to their travels.

With an ever-expanding array of experiences and a commitment to meeting the needs of all visitors, Taiwan continues to solidify its reputation as a premier leisure destination, attracting tourists from all over the world, including Brunei.

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