The Tourism Administration of the Ministry of Transportation and Communications (MOTC) and the International Trade Administration, Ministry of Economic Affairs (MOEA) will once again team up to form a delegation for the IMEX Frankfurt exhibition in Germany from May 20 to 22, 2025. IMEX Frankfurt is recognized as one of the MICE industry's most iconic global events. At the exhibition, the delegation will establish the "Taiwan Pavilion" to boost the island's international profile in the global MICE market. This effort aims to leverage the exhibition industry's cascading effects to drive the development of Taiwan's overall MICE economy.
Europe
has long been a key tourist market for Taiwan. Official statistics show
Europe remains a crucial market, with 222,139 business and leisure
travelers visiting Taiwan in 2024. This figure accounted for
over 60% of all European visitors and represented a 20.58% increase
compared to the previous year. More recently, January 2025’s
data indicates that 57.13% of European visitors traveled for
business, MICE, or leisure, underscoring the significant potential for
Taiwan's MICE and incentive tourism market in the region. Recognizing
this potential, platforms like IMEX Frankfurt serve as crucial
venues for industry collaboration and networking. The event attracts
over 150 countries' exhibitors and more than 4,000 buyers, including
professionals from associations, corporations, and destination
marketing organizations.
For
IMEX Frankfurt, the Tourism Administration has assembled
a representative delegation of 15 key players from
Taiwan's MICE and tourism industries by integrating the island's
industry strengths. The delegation comprises three travel
agencies, two professional conference organizers (PCOs), three destination
management companies (DMCs), one professional exhibition organizing company
(PEO), four MICE venues, one well-known hotel, and one airline. With
appointments for discussions already highly active among key decision-makers
like conference planners and travel agencies, the delegation anticipates
substantial opportunities for cooperation, further demonstrating the island's
diverse strengths as a premium MICE destination in the Asia-Pacific region.
This
year, the Taiwan delegation will once again appear as the "Taiwan MICE
Pavilion"at IMEX Frankfurt, holding three days of face-to-face
business meetings and promotional activities aimed at attracting European and
international businesses to choose Taiwan for incentive travel and
international conferences. The pavilion's design will blend
Taiwan’s culture with a modern professional image. In addition to showcasing
Taiwan’s comprehensive MICE infrastructure and diverse tourism resources, a
"Taste of Taiwan" experience will be featured. Taiwanese
vendors based in Germany will prepare authentic egg cakes
on-site and serve traditional tea snacks, offering a multi-sensory experience
that engages sight, smell, and taste designed to attract
international buyers and enhance brand image. Prior to the exhibition, the
Taiwan delegation will also organize exchange meetings with European
MICE organizers and associations ahead of the exhibition. They
will also participate in industry seminars and educational forums
during IMEX to stay informed about the latest MICE market
trends in Europe and ultimately enhance the international
competitiveness and perspectives of Taiwanese businesses.