Following stops in New York and Chicago, the Taiwan Tourism Administration showcased a "Never Sleep" strategy that emphasizes everything from dawn market rituals to late-night culinary scenes. This push comes as Taiwan experiences a surge in U.S. interest, with over 710,000 American visitors recorded in 2025. Nearly 60% of these arrivals were tourists, a peak figure supported by a robust network of 200 weekly round-trip flights connecting the island to 13 North American cities.

Vivian Lin, Director of the Los Angeles office, noted that the current strategy aims to encourage repeat visits and deeper exploration beyond standard itineraries. The data backs this ambition, as 42.25% of international arrivals in 2025 were repeat travelers—a return to pre-pandemic 2019 levels. To further incentivize this trend, the administration is launching the "Return to Taiwan, Double Your Luck" program on October 10, 2026. Eligible repeat travelers will have the opportunity to win a NT$5,000 travel credit, with an additional NT$3,000 available for a companion.

Jason Ma, Director General of the Taiwan Mission in Los Angeles, emphasized that the campaign seeks to highlight the island's unique blend of tradition and modernity. The Los Angeles workshop underscored this cultural narrative through performances by opera artist Tsai Yu-Lun and traditional tea demonstrations, signaling a move toward immersive, long-form travel experiences.