French arrivals to Taiwan have surpassed pre-pandemic levels, prompting Taiwanese tourism operators to step up promotion in France while calling for more French-speaking guides to meet growing demand.

At a Taiwan tourism promotion event in Paris this Monday, industry representatives said French travelers are increasingly drawn to Taiwan’s culture, cuisine, and outdoor activities, but frequently ask whether French-language tour guides are available.

Per Taiwan’s Tourism Administration, 53,818 French travelers visited Taiwan in 2025, of which approximately 45.8% visited for tourism purposes. This exceeds levels seen before the COVID-19 pandemic.

This year’s tourism promotion event highlighted Taiwan’s diverse experiences and year-round appeal through the “Taiwan-Waves of Wonder” theme, featuring cultural performances, craft exhibitions, Hakka art, and traditional lion heads.

Taiwan’s Representative to France, Hao Pei-chih (郝培芝), said Taiwan blends tradition and modernity, allowing travelers to move from mountains to beaches and from historic districts to modern cities within hours.

Tourism officials said digital marketing and social media have played a growing role since the pandemic, with short-form content on Facebook and Instagram generating strong engagement. French public relations firm Aviareps said influencer trips and media coverage have significantly raised awareness of destinations beyond Taipei, including Alishan and Tainan.

Industry representatives say French visitors often prefer small groups and are especially interested in temple architecture, Indigenous culture, hiking, and cycling. Food is another major draw, with travel agencies citing popular stops such as Din Tai Fung as memorable experiences for French guests.

A shortage of French-speaking guides remains a key obstacle, the industry operators said, noting that expanding the pool of qualified French guides is critical to further developing the French market and strengthening Taiwan-France tourism ties.