China’s New Tourism Guidelines for Taiwan Spark Controversy, Drawing Focus on Cross-Strait Travel Between Taiwan, China, Hong Kong, and Southeast Asia – Here’s What You Need to Know About the Impact

Published on
January 26, 2026

In a surprising move, China has unveiled a new tourism contract for Chinese travelers wishing to visit Taiwan, scheduled to take effect on March 31, 2026. While on the surface, the contract seeks to address issues in cross-strait tourism, Taiwan’s Mainland Affairs Council (MAC) has criticized the initiative, deeming it more of a political tool than a legitimate attempt to enhance tourism between the two regions. Despite its promise to regulate tourist behavior and protect the environment, many in Taiwan argue that this move falls short of addressing the core obstacles preventing the full restoration of tourism exchanges.

The New Tourism Contract: What’s Included?

The contract, issued by China’s Ministry of Culture and Tourism, outlines several guidelines aimed at shaping the travel experience for Chinese tourists in Taiwan. The key elements include a requirement for Chinese visitors to adhere to Taiwan’s laws and customs, a stipulation to help preserve environmental resources, and a ban on exorbitant tour packages that might exploit travelers with hidden fees or shopping tours. While these points were welcomed by some, they largely seem to be cosmetic adjustments to a deeply political issue.

However, the MAC has pointed out that the contract avoids Taiwan’s main demand: a stable and transparent framework for tourism. This omission has led many to question whether this is a genuine effort to restore tourism ties or merely a political maneuver aimed at manipulating Taiwan’s economic interests. According to MAC Deputy Minister Liang Wen-chiang, China’s approach reflects a reluctance to engage in meaningful dialogue about the future of tourism.

A Tourism Strategy Stifled by Politics?

Taiwan’s tourism sector has long suffered due to the unpredictability of cross-strait relations. The tourism contract, despite being seen by some as a positive gesture, fails to offer a reliable and stable framework for future exchanges. Beijing has a history of unilaterally suspending travel agreements, as seen with the sudden halting of group tours to Japan in 2024, which left both Japanese and Chinese travel industries reeling.

Liang has also pointed out that China’s revised contracts since 2014 have failed to address the central issue: the ability of the Chinese government to suspend tours at will. This lack of consistency has created an unstable environment for Taiwanese tourism providers, who are left facing risks of abrupt travel cancellations, despite prior agreements.

One area of particular concern is the tourism infrastructure in Taiwan, where local hotels, transport services, and travel agencies have yet to fully recover from the decline in Chinese tourism caused by political tensions. These businesses rely on predictable, steady traffic from Chinese visitors, and the continued uncertainty only heightens the risks they face in terms of revenue and long-term sustainability.

Taiwan’s Tourism Focus: Quality Over Quantity

Taiwan’s focus on orderly tourism exchanges stands in contrast to China’s emphasis on maximizing visitor numbers. MAC officials assert that Taiwan’s goal is not simply to increase the number of visitors but to ensure that tourism growth is sustainable and free from political manipulation. This is especially important in light of China’s recent guidelines, which label certain Taiwanese officials as “Taiwan independence separatists”, further complicating cross-strait tourism relations.

While China’s claim that 5.44 million Taiwanese traveled between the two regions last year may sound impressive, Taiwan officials argue that these numbers are inflated by including third-country travelers who entered China through Hong Kong, Macau, or Southeast Asia. Taiwan’s officials stress that a clear, independent framework for tourism is necessary to avoid such inaccurate reporting and to safeguard Taiwan’s interests.

What Does This Mean for Taiwan’s Tourism Future?

The question that looms large is: How can Taiwan ensure that its tourism industry thrives in a volatile political climate? The tourism sector’s focus should shift toward developing high-quality experiences that attract global travelers, not just those from China. Taiwan has an array of unique cultural offerings, from traditional temples to modern art scenes and natural landscapes that could appeal to a broad range of visitors.

Taiwan’s tourism industry may also want to explore diversified markets and focus on sustainable tourism practices that create resilient economies in the face of political disruptions. By focusing on quality over quantity, Taiwan could ensure that international visitors continue to flock to its shores, regardless of the fluctuating political situation.

Moreover, Taiwan’s tourism authorities can improve public relations efforts, highlighting the country’s cultural richness, historical significance, and hospitality that appeal to global travelers from the U.S., Europe, and Japan. Encouraging diverse travel packages, especially those focusing on sustainability and environmental protection, could provide a refreshing counterpoint to the current political dynamics.

A New Chapter for Cross-Strait Tourism?

While the latest developments may not bode well for a return to normalcy in cross-strait tourism, Taiwan’s commitment to orderly exchanges and sustainable growth remains steadfast. Moving forward, Taiwan must continue to engage with international stakeholders, build alternative tourism markets, and protect its unique tourism assets.

Taiwan’s tourism officials will likely focus on revamping the sector in ways that prioritize sustainable, transparent practices over the geopolitical uncertainties that have plagued cross-strait relations for years.

Travel Tips for Taiwanese Tourism Industry

Diversify Markets: Don’t solely rely on Chinese tourism; target travelers from Europe, Japan, and North America.

Focus on Sustainable Tourism: Develop eco-friendly tourism packages to attract responsible travelers.

Transparency is Key: Build clear, transparent frameworks for tourism exchanges to avoid political interference.

Leverage Cultural Richness: Showcase Taiwan’s diverse culture, natural landscapes, and historic sites to appeal to global tourists.

Adapt to Changes: Stay agile and be ready to pivot in response to political fluctuations or market changes.