TTA Joins Forces with Industry Partners at IMEX Frankfurt to Expand Taiwan's Presence in Europe

TAIPEI, Taiwan - May 15, 2026 - PRLog -- The Tourism Administration, Ministry of Transportation and Communications, will lead a delegation to Frankfurt, Germany, from May 19–21, 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 focused and efficient manner.

This year's IMEX centers on the theme "Design Matters," coinciding with Frankfurt's designation as World Design Capital 2026. The exhibition is expected to bring together more than 3,100 exhibitors from over 150 countries and attract more than 4,500 international buyers. Taiwan's delegation includes 13 leading industry partners — travel agencies, Professional Congress Organizers (PCOs), Destination Management Companies (DMCs), convention and exhibition venues, local governments, and technology providers — presenting the full service capabilities of Taiwan's MICE sector alongside MEET TAIWAN. Buyer appointment bookings are already showing strong demand.

Europe is a key strategic market for Taiwan's MICE and tourism sectors. In 2025, European travelers visiting Taiwan for tourism, meetings, and exhibitions grew by more than 23% compared with 2024. Taiwan will also host the 2026 Rotary International Convention, one of the largest international conferences ever held in the country — a compelling example of Taiwan's capacity to deliver world-class events.

The Taiwan Pavilion this year is themed "Taste Taiwan." Through experiences such as brown sugar pearl milk, gua bao, and Taiwan-inspired specialty cocktails, the pavilion creates a vivid and memorable impression of Taiwan for international buyers. On the technology front, real-time voice translation supports on-site services and buyer presentations, while digital highlights include an AI-powered smart travel advisor and an immersive interactive experience platform — showcasing Taiwan's innovation in smart tourism and MICE technology.

This coordinated effort marks an important step in presenting the collective strength of Taiwan's MICE industry internationally. The Administration will continue refining 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 for incentive travel and international conferences, advancing the dual goals of attracting visitors through MICE and encouraging them to stay through tourism.

For more information, visit https://meettaiwan.com or https://taiwan.net.tw