Taiwan drew strong interest from international event planners and travel buyers at IMEX Frankfurt 2026, using a mix of AI-powered tourism tools and Taiwanese food experiences to promote itself as a leading MICE destination in Asia.
The Tourism Administration under Taiwan’s Ministry of Transportation and Communications and the International Trade Administration under the Ministry of Economic Affairs jointly launched the Taiwan MICE Pavilion during the trade show held from May 19 to 21 in Frankfurt. The pavilion brought together 13 industry partners alongside MEET TAIWAN in what organizers described as the first cross-ministerial collaboration of its kind.
IMEX Frankfurt 2026 featured more than 3,100 exhibitors from over 150 countries and attracted more than 4,500 professional buyers. During the three-day event, the Taiwan Pavilion completed 174 pre-arranged business meetings and hosted seven group buyer presentations attended by nearly 100 buyers.
European meeting planners and travel agency executives made up the largest share of attendees visiting the pavilion, while buyers from the Americas and the Middle East also showed interest in Taiwan’s incentive travel and conference offerings.
One of the main attractions at the pavilion was the “Taste Taiwan” campaign, a culinary promotion jointly organized by the Tourism Administration and MEET TAIWAN. The two-day activation served brown sugar boba milk, gua bao and Taiwan-inspired cocktails to visitors throughout the exhibition.
Organizers said several European buyers commented that the food and drink experiences offered an immediate sense of Taiwan’s hospitality and helped strengthen the destination’s image as a welcoming location for conferences and corporate incentive trips.
Taiwan also highlighted its technology sector during the event. Exhibitor IPEVO Corp. introduced real-time AI voice translation tools that supported simultaneous interpretation during presentations and multilingual communication at the service desk.
The technology received positive feedback from buyers, who said it improved communication efficiency and allowed for more detailed business discussions.
The Tourism Administration additionally demonstrated an AI-powered smart travel concierge system and an immersive interactive experience platform designed to showcase Taiwan’s smart tourism capabilities.
Delegates from Taiwan attended educational forums and seminars during IMEX Frankfurt to gather insights into European market trends, including sustainable event design, AI-enabled MICE services and immersive hybrid experiences.
The Tourism Administration said the integrated pavilion developed together with the International Trade Administration helped Taiwan present a more unified image to international buyers and industry partners.
The Administration said it plans to continue promoting Taiwan’s MICE sector through incentive programs and public-private cooperation aimed at attracting more European companies to host conferences and corporate events in Taiwan.
IMEX Frankfurt 2026 was held under the theme “Design Matters,” focusing on sustainable design, experience design and technology integration within the global events industry. The exhibition included more than 200 educational sessions covering AI tools, ESG reporting, regenerative design and immersive hybrid event experiences.
