A large, experience-led booth connected Taiwan’s food, culture and air links with practical travel offers for Arizona visitors considering long-haul journeys.
Taiwan Tourism Administration (TTA), through its Los Angeles Office, used the Phoenix Travel & Adventure Show 2026 to present Taiwan as an accessible long-haul destination for Arizona travellers. The agency operated one of the event’s largest booths at the Phoenix Convention Center on February 14–15, positioning the display near the exhibition hall entrance and combining cultural activities, travel promotions and airline participation. The approach reflects a destination-marketing strategy built around direct engagement rather than static information alone.
The booth’s central visual feature was a giant bubble tea cup installation with OhBear, Taiwan Tourism’s ambassador, appearing to sip from it. Visitors could take photographs at the installation and an onsite photo booth, while Taiwanese pinball and a paper Taiwanese douli hat activity introduced elements of night-market culture and traditional dress. Lucky red envelopes tied to Lunar New Year added a seasonal element, with QR codes providing digital blessings and randomly assigned gifts.
Practical travel incentives formed another part of the offer. The booth promoted free half-day tours for international arrivals, Taiwan Pass travel options and transit visitor incentives that included NT$600, or approximately US$19, in airport shopping vouchers. China Airlines, EVA Air and STARLUX Airlines presented their offerings and discounted flights, while all three sponsored round-trip Economy Class tickets for an onsite draw. Materials from Lion Travel USA and Taroko Sports in Phoenix extended the display into itinerary planning and Taiwan’s baseball culture.
Air connectivity was a central business message. Taiwan Tourism Administration said China Airlines and STARLUX Airlines had each launched direct Phoenix-to-Taipei flights in recent months, while the three participating airlines highlighted routes from Phoenix Sky Harbor International Airport and other North American gateways. The agency also hosted a travel-trade luncheon briefing for local industry partners, where representatives discussed Taiwan’s outdoor, cultural and culinary appeal and its role as a hub for travel elsewhere in Asia.
The Phoenix appearance also gave Taiwan Tourism Administration a platform to connect public-sector promotion with airlines, travel sellers and the local Taiwanese-American community. Volunteers in Rukai and Paiwan traditional clothing introduced visitors to Taiwan’s cultural diversity, while the agency’s stated next stops were the Los Angeles and Dallas Travel & Adventure Shows. The combination of experiential storytelling, booking-oriented offers and new air links gives TTA a focused way to convert destination awareness into consideration among travellers in the U.S. Southwest.
