Market Overview
Table: Taiwan travelers to the U.S. and contributions to U.S. economy
Year | 2019 | 2020 | 2021 | 2022 | 2023 | 2024 |
Taiwan Travelers to the U.S. | 499,520 | 91,007 | 50,470 | 137,085 | 341,629 | 398,813 |
Taiwan Travelers’ Contribution to U.S. Economy in US$ (Includes Passenger Air Transportation) | 3.0 billion | 1.1 billion | 1.0 billion | 1.5 billion | 2.6 billion | To be announced
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Sources: National Travel and Tourism Office, U.S. Department of Commerce
Updates
The United States is the top long-haul destination for Taiwan’s outbound travelers. Though the pandemic depressed these inflows, travel volumes have begun to return to their pre-Covid levels over the past two years. In 2024, the U.S. welcomed 398,813 tourists from Taiwan, which was almost an eight-fold increase over the previous years during pandemic.
According to the National Travel and Tourism Office of the U.S. Department of Commerce, in 2023, 34.2% of Taiwanese tourists came to the United States to visit friends and relatives, 28.2% were taking a vacation or holiday, 21.4% were doing business and 8.6% were attending conferences and trade shows. The average Taiwan visitor spent fourteen nights in the United States; among them, more than 80% of travelers are repeat travelers to the United States.
The increasing ease of travel between the United States and Taiwan has led to strong gains for the U.S. tourism market. Taiwan was admitted to the United States’ visa-waiver program in 2012 and joined the Global Entry program in 2017. Because of these changes, the majority of Taiwan’s tourist and business travelers can now travel to the United States under the visa-waiver program. Currently, with the ESTA mobile app and Mobile Pass Control app, Taiwan travelers are able to enter the United States at ease with their mobile gadgets.
In 2023, California was the most popular destination for Taiwan tourists in the United States by far, with more than 64% of all Taiwan tourists visiting the state, followed by New York (18.2%), Nevada (15.6%), Massachusetts (10.8%), Texas (8.9%), and Arizona (6.6%). The top American cities for Taiwan tourists are Los Angeles, New York City, Las Vegas, San Diego, and San Francisco.
In 2023, Taiwan visitors enjoyed a diverse range of activities in the United States including shopping (86.2%), sightseeing (76.5%), fine dining (46.6%), visiting small towns/the countryside (31%), visiting national parks/monuments (26.5%), visiting art galleries/museums (24.7%), and visiting historical locations, cultural/ethnic heritage sites, casinos/gaming, ad etc.
Opportunities
American Destination Marketing Organizations (DMOs) and travel agencies have two dynamic pathways for establishing a presence in Taiwan: they can set up a direct representative office or appoint an experienced General Sales Agent (GSA). Collaborating strategically with airlines and state tourism boards, these organizations frequently orchestrate engaging familiarization tours for Taiwanese tour guides and influential media representatives. Such partnerships with knowledgeable local tour operators and prominent media professionals serve as a highly effective catalyst for introducing new American destinations, iconic attractions, world-class hotels, and distinctive restaurants to Taiwanese travelers.
With both governments actively prioritizing the strengthening of bilateral tourism ties—and the resumption of frequent, convenient direct flights—travel between Taiwan and the United States is poised for continued robust growth. There remains significant untapped demand for both leisure and business travel, especially as enhanced air connectivity and a surge in creative promotional campaigns broaden traveler options.
Specialized niche markets—including Meetings, Incentives, Conferences, and Exhibitions (MICE) travel, rejuvenating health and wellness retreats, immersive gastronomic adventures, and educational journeys—present remarkable growth opportunities. Forward-thinking U.S.-based tour operators and tourism businesses catering to Taiwanese visitors who seek unique, high-quality, and independent travel experiences are particularly well positioned to thrive.
The U.S. Commercial Service in Taiwan (USCS Taiwan) further amplifies these efforts by offering a range of cost-effective services—such as the Single Company Promotion (SCP) and the Gold Key Service (GKS)—to help American destinations and suppliers bolster their market presence in Taiwan or secure ideal sales representatives.
USCS Taiwan also collaborates closely with BrandUSA, the American States Offices Association, and the VisitUSA Committee in Taiwan to co-host the U.S. Pavilion at Taiwan’s leading travel trade event, scheduled for November 7–10, 2025, at Taipei TaiNEX Hall 1. This high-profile gathering provides unparalleled opportunities to showcase the vibrancy, diversity, and innovation of American travel experiences to the Taiwan market.
Major Air Routes to the United States and Hubs
Prior to the COVID-19 pandemic, there were approximately 110 direct flights connecting Taiwan and major U.S. gateway cities. Over the past two years, flight frequencies have rebounded, surpassing pre-pandemic levels. By the end of July 2025, travelers from Taiwan Taoyuan International Airport (TPE) can access eight major U.S. destinations: San Francisco (SFO), Los Angeles (LAX), Ontario (ONT), Seattle (SEA), New York (JFK), Houston (IAH), Chicago (ORD), and Guam (GUM), with more than 150 direct flights scheduled.
These direct routes are operated by five airlines: U.S.-based Delta Air Lines and United Airlines, and Taiwan-based China Airlines, EVA Air, and STARLUX Airlines. Among these, the most competitive routes are TPE-SFO (49 direct flights per week), TPE-LAX (39 per week), and TPE-SEA (31 per week), reflecting strong travel demand and robust business connections.
In addition to these services, United Airlines offers a direct flight from Kaohsiung, Taiwan (KHH) to Narita, Japan (NRT), providing travelers from southern Taiwan convenient connections via United’s Asian hub to various U.S. cities.
The newest addition is United Airlines’ service from Taiwan to Guam (TPE-GUM), inaugurated in April 2025. Looking ahead, two new routes will launch in late 2025 and early 2026: EVA Air plans to introduce direct service from Taiwan to Dallas, Texas (TPE-DFW) in October 2025. Responding to increased semiconductor investments in Arizona, China Airlines will begin direct flights from Taiwan to Phoenix (PHX) in December 2025, with STARLUX Airlines following in January 2026. These new routes will offer more convenient travel options for employees of Taiwan-based companies in Arizona.