“Take a Sip of Taiwan” at WTM London

LONDON, 6 November 2025 - Taiwan’s timeless charm took centre stage at World Travel Market (WTM) London 2025, where the Taiwan Tourism Administration (TTA) unveiled a captivating pavilion themed “Take a Sip of Taiwan” that brings together nostalgic forest railway imagery with the warmth of traditional tea culture.

Held from 4–6 November at ExCeL London, WTM is the world’s second-largest B2B travel trade show, drawing thousands of travel professionals from across the globe. Taiwan’s presence this year was both visually striking and culturally immersive, with a life-sized forest train installation evoking the scent of cypress wood and the alpine beauty of the Alishan Forest Railway. Overhead, vintage maps and time-travel visuals offered visitors a glimpse into the island’s rich heritage and natural splendour.

The Taiwan Tourism delegation at the Taiwan Pavilion.

The Taiwan Pavilion’s “Retro Teahouse” concept returned with renewed flair, inviting guests to experience a journey “from the rails through mountains and tea.” On 5 November, a Breakfast Networking Event drew over 30 travel professionals and media representatives, who enjoyed classic Taiwanese breakfast favourites like gua bao, rice balls, and soy milk beside the forest train. The Judy Harmonica Ensemble performed beloved folk songs, including the railway anthem “Diu Diu Dang Ah,” serenading the guests with their beautiful repertoire.

Britain’s iconic black cab transformed into a Taiwan Tourism Taxi, showcased at the Treadfest zone of London’s ExCeL venue. Taiwan’s tourism mascot, OhBear, was on site joyfully interacting with visitors.

Taiwan’s presence extended into the city with a brightly wrapped Taiwan Tourism Taxi turning heads at the new Treadfest exhibition area, while mascot OhBear charmed visitors with photo opportunities and giveaways.

The TTA also hosted an “Experience Taiwan Beyond the Ordinary” workshop in Stockholm on 3 November, strengthening ties with Nordic travel operators and showcasing Taiwan’s latest tourism products, flight connections, and sustainable travel packages. Sweden remains Taiwan’s second-largest Nordic market, while the UK continues to lead as Taiwan’s top European source market, with 46,174 UK travellers visiting Taiwan between January and July 2025, marking a 16.6% increase over the same period last year.

The cultural workshop on making bookmarks inspired by the traditional attire of Taiwan’s 16 Indigenous tribes drew a full and enthusiastic crowd.

Daily cultural activities at the pavilion included tea art demonstrations, indigenous-style crafts, and tastings of Taiwan Beer and Apple Sidra, offering a sensory-rich experience that highlighted Taiwan’s soft power and creative spirit. Airline partners added to the excitement, with EVA Air hosting a fan meet-and-greet with West Ham United football players on 4 November, and China Airlines closing the exhibition with a lively trivia quiz on 6 November.