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The Taiwan Tourism Bureau, in collaboration with Travellive Media Group, organized the "Taiyuan" event on the afternoon of April 11th at the REY Hotel in Hanoi, aiming to showcase Taiwan's potential in high-end MICE tourism (Meeting, Incentive, Conference, Event - a tourism model combining meetings, conferences, exhibitions, and incentives).
“Taiyuan” is an activity within the “Day of Wonders” series of events launched by the Taiwan Tourism Bureau in 2025, aimed at promoting high-end tourism products. Following three events held in Ho Chi Minh City (Taiyuan Pavilion), Hanoi (Xuan Tai Ya Ji), and Da Nang (Lam Tai Mian Yuan), the program returns to Hanoi with the theme “Taiyuan,” focusing on showcasing Taiwan's strengths and future MICE tourism development trends.
The name "Tai Yuan" carries symbolic meaning: "Tai" represents status and prestige, while "Yuan" evokes an elegant garden, a place that nurtures aesthetic values and knowledge. Through this theme, the Taiwan Tourism Bureau aims to convey the spirit of a destination that is both sophisticated and rich in experiences – in line with modern MICE trends, where cultural and emotional values are placed alongside professional organizational standards.
Attending the "Taiyuan" event were representatives from over 40 corporations and businesses operating in various fields. At the beginning of the program, guests enjoyed a calligraphy demonstration by Master Nguyen Van Nguyen, currently working at the Asia-Pacific Research Institute, Vietnam Academy of Social Sciences and Humanities (VASS). The performance not only showcased artistic elements but also highlighted the spirit of cultural exchange – one of the key aspects that Taiwan's MICE tourism aims for.
At the event, Mr. Derek Chou, Chief Representative of the Taiwan Tourism Bureau in Vietnam, provided the latest information regarding visa policies and support programs for 2025 specifically for Vietnamese tourists and businesses. Accordingly, the Taiwanese government has implemented several visa support programs to encourage an increase in the number of high-end tourists, especially from Southeast Asia. One notable initiative is the application of special visas for high-end groups through programs such as Escorted Tours (tours with private guides), Fly Cruise Tours (combining flights and cruises), and Incentive Tours (tours combining employee rewards). These programs require a minimum group of 5 people, with a maximum stay of 14 days. Notably, participants in Fly Cruise Tours are granted multiple-entry visas, facilitating exploration of many destinations in the region.
The event also featured participation and contributions from airlines such as EVA Air, China Airlines, and Taiwanese organizations such as the Taichung City Tourism Bureau, The Grand Hotel Taipei, and Golden Star. REY Hotel, the venue partner for this event, co-organized the program.
With its strategic location in East Asia and dynamic economy, Taiwan has quickly become an ideal destination for high-end MICE events in the region. The hotel system here not only focuses on quality accommodations and professional service but also prioritizes modern equipment and expanded meeting and conference spaces.
Each year, Taiwan hosts over 700 international business events, welcoming more than 320,000 foreign delegates. This reflects its professional organizational capabilities, well-developed infrastructure for MICE (Meetings, Incentives, Conferences, and Exhibitions) activities in many locations, and its global appeal to international corporations and organizations. In particular, MICE tourism generates over US$51 billion annually for Taiwan's economy, demonstrating that it is not just an image-building activity but also a sector that creates tangible economic value. Currently, Taiwan ranks fourth in Asia in terms of the number of international conferences held, a remarkable achievement in the increasingly competitive regional landscape for attracting international events. These figures clearly demonstrate Taiwan's potential and position on the global MICE tourism map.
Beyond its impressive infrastructure, Taiwan attracts tourists and businesses with its rich experiences, perfectly suited to the incentive travel trend. Programs are personalized, featuring high-end culinary tours, local cultural experiences, creative team-building activities, and premium services exclusively for VIPs.
Taiwan is gradually expanding its competitive advantage by leveraging its unique cultural elements and experiences. Activities such as hot spring bathing, tea ceremonies, traditional calligraphy classes, and exploring Michelin-starred cuisine not only attract international tourists but also help Taiwan become a leading destination for MICE tourism.
Here are some photos from the event:
