NEW TAIPEI CITY, TAIWAN — Japan remains one of Taiwan’s most important international tourism markets. According to statistics from the Taiwan Tourism Administration, Ministry of Transportation and Communications, a total of 1,479,392 Japanese visitors traveled to Taiwan in 2025, ranking first among all international visitor markets. To further strengthen its presence in Japan, the New Taipei City Government Tourism and Travel Department will travel to Tokyo from September 24 to 28 to participate in Japan’s largest annual travel exhibition. On September 28, New Taipei City will also host a Tokyo B2B Taiwan Tourism Promotion Event, introducing Japanese consumers and travel industry professionals to New Taipei’s latest tourism infrastructure, attractions and seasonal festivals, while showcasing the city’s “New New Taipei” tourism appeal.
Yang Tsung-min, Commissioner of the New Taipei City Government Tourism and Travel Department, said that Japanese visitors have long been attracted to Taiwan’s rich culture, cuisine and natural landscapes. In recent years, New Taipei City has completed a number of major infrastructure and tourism projects, making this an ideal time to present a renewed image of the city to the Japanese market. New Taipei aims to encourage more Japanese visitors to extend their stays and explore the city beyond its well-known attractions.
At this year’s travel expo, New Taipei City will highlight three major new tourism attractions. The first is the Sanying MRT Line, which will connect visitors to the New Taipei City Art Museum, creating a convenient new route combining transportation, contemporary art and cultural tourism. The second is the newly opened Tamsui River Bridge, a landmark architectural project offering spectacular views of the Tamsui River and panoramic river-and-sea sunsets. The third is the newly completed Ruishan Coal Processing Factory, which combines Taiwan’s mining heritage with the history and character of its mountain communities, providing visitors with an immersive cultural tourism experience.
By integrating transportation, art, architecture and cultural heritage, New Taipei City is presenting a fresh tourism experience that goes beyond iconic destinations such as Jiufen and Shifen, offering Japanese travelers more opportunities to discover the city’s diverse and evolving tourism landscape.
In addition to its emerging attractions, New Taipei City will promote a selection of signature festivals that can be combined with sightseeing itineraries. These include the internationally renowned New Taipei City Pingxi Sky Lantern Festival, the popular winter celebration New Taipei Christmasland, the coastal Ho-Hai-Yan Rock Festival, and the atmospheric Jiufen Red Lantern Festival. Together, these four major festivals showcase New Taipei’s distinctive mountain and coastal character, while offering diverse experiences centered on culture, music, lights and traditional blessings. The city aims to attract more Japanese visitors seeking immersive and in-depth travel experiences.
The 2026 Japan Travel Expo and Tourism Promotion Activities will run from September 24 to 27, when New Taipei City will participate in the travel expo and directly promote its tourism offerings to Japanese consumers. On September 28, the city will host the Tokyo B2B Taiwan Tourism Promotion Event, engaging with Japanese travel agencies and industry partners to strengthen cooperation, introduce new tourism products and itineraries, and expand opportunities to attract international visitors to New Taipei.
Commissioner Yang Tsung-min emphasized that Japan is not only one of New Taipei City’s most important international source markets, but also a key partner in promoting high-quality inbound tourism. Looking ahead, New Taipei City will continue to integrate new infrastructure, iconic attractions and major festivals to develop more FIT and group travel products tailored to the preferences of Japanese visitors.
Through the concept of “From Classic Attractions to New Discoveries,” New Taipei City hopes to encourage more Japanese travelers to venture beyond familiar destinations and experience the city’s diverse landscapes, rich cultural heritage and vibrant urban character, further enhancing New Taipei City’s international visibility in the Japanese tourism market.
For more information about the 2026 Japan Travel Expo and Tourism Promotion Activities, please visit the New Taipei City Tourism and Travel website.