According to a recent report released by travel e-commerce platform KKday, Macau ranks only ninth in the ranking of popular destinations for Taiwanese tourists to travel abroad in 2025, although Macau has been at the top of the list before. This continues the growing international tourism trend of Taiwanese tourists; Nowadays, cultural immersion experiences and personalized travel styles are becoming a popular trend.

Macau is becoming increasingly popular among Taiwanese tourists

Macau, as a renowned entertainment and tourism center, has always been a popular destination for Taiwanese tourists. The report pointed out that Taiwan is currently the third largest source market for Macau, after Chinese mainland and Hong Kong. According to preliminary data from the Macau SAR government, approximately 996,000 Taiwanese tourists will visit Macau in 2025, an increase of 19.4% from the previous year and a return to 93.7% of the pre-pandemic level in 2019.

This data highlights Macau’s continued appeal to Taiwanese tourists, who are drawn to the city’s vibrant nightlife, rich cultural attractions, and world-class casinos. Although outbound travel by Taiwanese tourists is mainly concentrated in neighboring countries, Macau remains an important tourist destination, especially for short trips and weekend getaways.

A popular tourist destination for Taiwanese tourists in 2025

Although Macau is the ninth most popular outbound destination for Taiwanese tourists, Japan and South Korea are still the absolute leaders in outbound tourism in Taiwan. The top seven places on the list are occupied by cities from Japan and South Korea: Osaka, Busan, Okinawa, Tokyo, Hokkaido, Kyoto and Seoul. These cities are popular because of their strategic location, deep cultural heritage, and strong cultural ties with Taiwan.

Hong Kong and Bangkok round out the top 10, ranking eighth and tenth respectively. The demand for tourism to these destinations reflects the overall trend of Taiwanese tourists, who still prioritize excursions with convenient flights and unique cultural experiences.

Macau has recovered strongly after the epidemic

The number of Taiwanese tourists visiting Macao increased by 19.4%, which is part of the overall recovery of Macao’s tourism industry. In 2025, Macao will receive a total of 400,600 tourists, a year-on-year increase of 14.7%. This increase was mainly due to the return of Chinese mainland tourists, who make up the vast majority of Macau’s total number of tourists. The cumulative number of tourists has surpassed the record high of 394,100 set in 2019, and Macau’s tourism industry is gradually recovering after the impact of the new crown epidemic.

For Taiwan, the recovery in tourism reflects a general trend of increased travel frequency. The growth in the number of tourists in Taiwan shows that people are eager to resume international travel as travel restrictions and epidemic prevention measures are gradually eased in the Asia-Pacific region.

The rise of experiential tourism for Taiwanese tourists

KKday’s report shows that Taiwanese tourists are increasingly interested in experiential tourism, especially among young people. More than 35% of Taiwanese tourists have taken at least one short-haul overseas trip of three days and a long-haul trip of more than seven days in 2025. Additionally, over 20% of Taiwanese tourists travel abroad more than four times in a year, indicating a growing demand for frequent international travel.

Experiential tourism – travel centered around cultural immersion, hands-on engagement, and personalized experiences – has become a mainstream trend. Younger travelers are particularly enthusiastic about this mode of travel, seeking a unique and authentic experience that goes beyond traditional sightseeing. Macau’s blend of traditional Chinese culture and Portuguese colonial influences offers a rich cultural heritage for such experiences, such as food tours, historical walks, and local performances.

The influence of the Korean Wave drives tourism demand

KKday’s report notes that one of the most notable travel trends is the growing influence of K-pop on Taiwan’s tourism industry. More than 35% of Taiwanese tourists show a strong interest in Hallyu-themed experiences, especially in South Korea. These experiences include dance classes, Korean-style photo shoots, makeup and color analysis classes, and celebrity-themed itineraries. The Hallyu craze has created a huge demand for travel packages and itineraries that allow fans to immerse themselves in the world of idols.

This trend is particularly pronounced among young travelers in Asia, including Taiwan. For these travelers, K-pop is not just a genre of music but a cultural phenomenon that influences their travel choices. South Korea’s cities, particularly Seoul, have become hubs for K-pop-related tourism, attracting tourists eager to experience the vibrant music scene, visit iconic K-pop landmarks, and engage in various activities to gain a deeper understanding of the culture they appreciate.

Shift towards personalized travel experiences

As Taiwanese travelers seek more personalized and immersive travel experiences, destinations like Macau are evolving to meet these demands. Tailored travel packages, such as food tours, luxury shopping, and excursions to historical sites, among others, are becoming increasingly popular. In Macau, for example, visitors can enjoy a curated experience that blends the city’s rich history and culture with modern entertainment. This shift in personalization is a direct response to the growing trend of experiential travel, where tourists are no longer satisfied with traditional vacations.

Taiwan’s changing travel preferences

In conclusion, Taiwan’s outbound tourism market continues to develop, and destinations such as Macau are becoming increasingly solid among Taiwanese tourists’ favorite destinations. While Japan and South Korea still hold the top spots, the increased frequency of tourist travel, the demand for cultural experiences, and the influence of the Korean Wave all indicate that tourists’ travel preferences are changing dynamically. As Taiwan’s tourism market recovers and diversifies, Macau stands for continued growth with its unique and culturally rich experiences.