TAIPEI (Taiwan News) — The Tourism Administration held an event in Stockholm, Sweden, on Monday to promote Taiwan as a travel destination for European visitors interested in cultural exploration.

The event, titled “Experience Taiwan Beyond the Ordinary — Taiwan Tourism Promotion in Stockholm,” drew nearly 40 Swedish travel professionals and media representatives, CNA reported. It highlighted Taiwan’s latest travel products, flight options, and special offers. China Airlines and other partners sponsored flight tickets, hotel vouchers, and tour packages as prizes to encourage European travel agents to visit Taiwan and share its attractions with more travelers.

Sweden is Taiwan’s second-largest source of Nordic visitors. As global tourism shifts toward low-carbon and sustainable travel, the Tourism Administration said it is promoting eco-friendly tourism in Taiwan and using international promotional events to showcase the country’s appeal.

Chuang Bo-min (莊博閔), deputy counselor at the Taipei Mission in Sweden, said Taiwan’s culture is shaped by Japanese and other influences, forming a uniquely diverse identity. He said Taiwan blends rich historical depth with creative innovation, offering both natural scenery and urban experiences worth exploring.

Lin Yu-shan (林毓珊), director of the Tourism Administration’s London Office, said Taiwan has been engaging with Nordic operators through familiarization trips, online training programs, and influencer-led cultural workshops so they can better understand Taiwan’s culture and tourism highlights.