TAIPEI (Taiwan News) — Taiwan is participating in the ITB Asia trade show, which began Wednesday at Singapore’s Marina Bay Sands Expo and Convention Centre.

The Tourism Administration led local companies, including Edison Tours, Illume Taipei, and My Taiwan Tour, to exhibit at its “Waves of Wonder” pavilion. The booth integrated travel resources, cultural performances, and policy promotion to attract international buyers, CNA reported.

A live traditional sugar painting performance drew a large crowd, and many tried the craft themselves. Shih Chih-chung (施志忠), director of the Tourism Administration’s Singapore Office, said that cultural experiences play a vital role in promoting both tourism and MICE (meetings, incentives, conventions, and exhibitions). They help shape Taiwan’s distinct and memorable international image, Shih said.

Taiwanese presenters also held an information session highlighting Taiwan’s MICE advantages, such as modern venues and efficient professional services.

Shih said Taiwan’s presence at the trade show strengthens connections between local operators and international buyers and attracts more incentive tours and international conferences to the country. The Tourism Administration will continue integrating public and private resources to elevate Taiwan as a key tourism and MICE hub in Asia, he added.