Taiwan Tourism Administration Joins Forces with Industry Partners at IMEX Frankfurt to Expand Taiwan's Presence in Europe's MICE and Incentive Travel Markets

FRANKFURT, GERMANY— The Tourism Administration, Ministry of Transportation and Communications, will lead a delegation to Frankfurt, Germany, from May 19 to 21, 2026, to participate in IMEX Frankfurt, the flagship exhibition of the global MICE industry. This year, the Tourism Administration is partnering with the International Trade Administration, Ministry of Economic Affairs, to jointly establish the Taiwan MICE Pavilion, presenting an integrated cross-ministerial exhibition space. Through joint buyer presentations, Taiwan will showcase the strengths of its MICE industry to global decision-making buyers in a more focused and efficient manner.

This year's IMEX centers on the theme "Design Matters," coinciding with Frankfurt's prestigious designation as World Design Capital 2026, which has drawn significant global attention. The exhibition is expected to bring together more than 3,100 exhibitors from over 150 countries and attract more than 4,500 international buyers. In 2025, the event recorded more than 67,000 scheduled business appointments, underscoring its influence as a key global platform for MICE exchange. Taiwan's delegation brings together 13 leading industry partners — including travel agencies, Professional Congress Organizers (PCOs), Destination Management Companies (DMCs), professional convention and exhibition venues, local governments, and technology providers — and will present the service capabilities of Taiwan's MICE sector alongside MEET TAIWAN. Buyer appointment bookings are already showing strong demand.

Europe has long been an important strategic market for Taiwan's MICE and tourism sectors. In 2025, the number of European travelers visiting Taiwan for tourism, meetings, and exhibitions grew by more than 23% compared with 2024, demonstrating the market's high value and stability. Taiwan will also host the 2026 Rotary International Convention, one of the largest international conferences ever held in the country, providing a compelling and proven example of Taiwan's capacity to deliver world-class events.

This year, the Taiwan Pavilion will feature "Taste Taiwan" as its central theme, creating a vivid and memorable impression of Taiwan's culinary culture among international buyers through experiences such as brown sugar boba milk, Gua Bao(Taiwanese Burger), and Taiwan-inspired cocktails. On the technology front, the pavilion will introduce real-time voice translation for on-site services and buyer presentations, while showcasing digital services including an AI-powered smart travel concierge and an immersive interactive experience platform, highlighting Taiwan's innovative strengths in smart tourism and MICE technology.

The Tourism Administration noted that this coordinated effort marks an important step in presenting the collective strength of Taiwan's MICE industry to the international market. Looking ahead, the Administration will continue to promote and refine dedicated MICE incentive mechanisms, including subsidies of up to NT$2,000 per person for business travelers who add sightseeing to their visit. These efforts aim to encourage more European companies to choose Taiwan as a preferred destination for incentive travel and international conferences, advancing the dual goals of "attracting visitors through MICE and encouraging them to stay through tourism."