The Taipei City Government collaborated with the Taiwan Tourism Administration at the 2024 ITB Asia in Singapore, positioning Taipei as a premier location for Meetings, Incentives, Conferences, and Exhibitions (MICE). Attendees were drawn to the "Taipei Happy Hour," which featured free bubble tea—a unique sensory introduction to the city's vibrant culture.

According to the ICCA Destination Report, Taipei ranked 23rd globally and 5th in the Asia-Pacific region in 2023 for hosting association conferences. This reinforces its potential as a leading business tourism hub. Taipei City has been focusing on attracting MICE and Muslim travelers by emphasizing halal-certified restaurants, attractions, and public facilities, making the city more inclusive and accessible.

Throughout ITB Asia, Taipei City hosted "Taipei Happy Hour" sessions daily. Guests enjoyed bubble tea and an interactive paint-by-numbers activity, offering a creative way to explore Taipei's landmarks, cuisine, and cultural highlights. These efforts aim to forge stronger international connections and attract more global events to Taipei.

Beyond its MICE facilities, Taipei boasts a diverse range of attractions. The Taipei Grand Trail offers a scenic hiking route blending urban and natural landscapes, while international events like the Taipei Marathon and the upcoming 2025 World Masters Games draw global participants. These experiences highlight Taipei's appeal to athletes and adventurers alike.

The Taipei City Government provides sponsorships for international conferences, exhibitions, and incentive travel events. Applications for 2025 events will open in November. For more details, organizers can contact the Taipei MICE One-stop Service at micetour@gov.taipei.