Taiwan's two-day Taiwan Day promo in Makati drew 1,133 visitors as it courts Filipino travellers with food, culture, outdoors and stopover themes plus a creator contest.
Cover image: Taipei 101 towering over the glittering city at night — photo by xiangyang17, CC BY 2.0, via Wikimedia Commons.
Taiwan is making its biggest tourism play yet for Filipino travellers. Its two-day "2026 Taiwan Day in Manila" promotion at One Ayala drew 1,133 visitors, part of a campaign built around food, culture, outdoor travel and stopovers that the Taiwan Tourism Administration is running through its information centre in Manila. The push matters because Taiwan already ranks among the top three overseas destinations for Filipinos, and Philippine outbound travel hit 7.64 million trips in 2025, up 12 percent on the year before.
Tourism Administration director Cindy Chen credited "the enthusiasm of Filipino travelers" for the agency's continued investment in the market, The Manila Times reported on September 6. The administration attributes Taiwan's sustained appeal to convenient air connections and its visa-free entry programme for Philippine passport holders.
What is Taiwan offering Filipino travelers?
The campaign leans on familiarisation rather than discounts. Four short travel videos by Filipino creators anchor the four themes: Laureen Uy-Cruz on Michelin Guide restaurants ("Waves of Flavor"), The Poor Traveler on Tamsui Old Street and the Fulong sand sculpture festival ("Waves of Culture"), Kimpoy Feliciano on Sun Moon Lake and the Guguan Hot Spring ("Waves of Vitality"), and Jen Barangan-David on Taiwan as a stopover ("Waves of Stopover"). The stopover angle is deliberate: Taiwan wants a share of Filipinos transiting to North Asia, not just point-to-point holidaymakers.
Contest, credits and a Cebu sequel
Two mechanics extend the campaign beyond the Makati weekend. "Taiwan 100 Ways, Film Your Way," run with the Creator and Influencer Council of the Philippines and backed by China Airlines and STARLUX Airlines, invites 30- to 60-second vertical videos from August 22, 2026 to January 15, 2027, with winners recognised at "Taiwan Day in Cebu" in March 2027. A repeat-visit incentive, "Return to Taiwan, Double Your Luck," offers travel credits to eligible Filipino independent travellers.
The STARLUX connection is worth noting for readers following Taiwan's regional aviation moves: the same carrier is also preparing to resume Taipei-Bali flights on October 1. That is a separate Indonesia-facing development; this campaign targets an entirely different market in the Philippines.
Why the Philippines, why now?
Manila's outbound boom makes it Southeast Asia's growth story. With 7.64 million overseas trips in 2025 and double-digit growth, Filipino travellers are courted by every North Asian destination. Taiwan's advantages are proximity, direct connections from Manila, Cebu and Clark, and visa-free access that removes the friction Japan and South Korea still impose. Travellers planning a first trip can start with the basics: the best time to visit the Philippines logic works in reverse for outbound season planning, and the safety picture at home explains why so many Filipinos holiday abroad.
Frequently asked questions
Do Filipinos need a visa for Taiwan?
No. Taiwan's visa-free entry programme for Philippine passport holders remains in place and is cited by its tourism administration as a key driver of visits.
What was Taiwan Day in Manila?
A two-day tourism promotion at One Ayala in Makati City showcasing food, culture, outdoor travel and stopover itineraries. It drew 1,133 visitors.
When is Taiwan Day in Cebu?
March 2027. Winners of the "Taiwan 100 Ways" short-video contest, running until January 15, 2027, will be recognised there.
