21 April 2025 – Kuala Lumpur – The ‘Salam Taiwan’ campaign has garnered significant attention at MATTA Fair 2025, uniting pop culture and cultural diplomacy in a captivating showcase of Taiwan’s travel offerings. Featuring Malaysian superstar Nabila Razali and social media personalities Elcah Hasha and Bajilah, the campaign offered a vibrant, star-powered experience while underscoring Taiwan’s inclusivity—especially for Muslim travelers.

Celebrity Engagement

At the heart of the campaign’s success was the authenticity and influence of Nabila Razali, who not only performed for her fans but also shared candidly about her experiences traveling in Taiwan.

“I only recommend what I truly believe in,” Nabila stated during her Day 2 appearance.
“For me, halal travel must be convenient and real. Taiwan delivers that. I vouch for Muslim-friendly travel there, and I’m proud to share it with my fans.”

Her endorsement was rooted in her personal visits to Taiwan, where she explored local halal-certified eateries, prayer-friendly accommodations, and scenic destinations—all delivered with sincerity and enthusiasm.

Cultural Displays and Daily Themes

Across three days, the Taiwan Pavilion treated MATTA Fair visitors to an immersive celebration of Taiwan’s rich culture. Traditional music, handicrafts, halal street food tastings, and storytelling captured the hearts of thousands.

Day 1: Urban Escapes with Elcah Hasha
The popular influencer highlighted her “Girlfriends’ Getaway” to Taiwan—shopping in Ximending, chilling in hot springs, and café hopping—all with easy access to Muslim-friendly facilities.

Day 2: Star Moment with Nabila Razali
Nabila performed her hits “Pematah Hati” and “Raya Mana” and gave away travel prizes as part of a “Follow My Day” lucky draw.

Day 3: Adventures with Bajilah
Her high-energy presentation included outdoor thrills—beach buggy rides, lake paddling at Sun Moon Lake, and Indigenous cultural experiences—proving Taiwan’s versatility beyond cityscapes.

Tourism Promotion with a Muslim-Friendly Focus

The Taiwan Tourism Administration is strongly positioning Taiwan as a top-tier Muslim-friendly destination, showcasing over 200 halal-certified eateries, prayer rooms at key attractions, and specially designed Muslim travel packages.

“We expect at least a 10% increase in Muslim tourist arrivals from Malaysia to Taiwan this year,” said Director Abe Chou, head of the Taiwan Tourism Administration KL Office.
“And while city tours are popular, we highly recommend Alishan—a serene, breathtaking destination for all, including Muslim travelers seeking nature and reflection.”

Industry Collaboration and Travel Incentives

The campaign also saw collaborations with Malaysian travel agencies, airlines, and Muslim lifestyle brands to promote seamless, spiritually comfortable travel.

Visitors were offered exclusive travel vouchers, flight deals, and real-time itinerary planning assistance—pushing MATTA Fair attendees to book on the spot.

A Real, Relatable, Remarkable Taiwan

“Salam Taiwan” wasn’t just about spectacle—it was about trust. Through familiar faces like Nabila and authentic experiences shared by real travelers, the campaign solidified Taiwan’s image as a modern, warm, and genuinely inclusive destination for Malaysians, especially the Muslim community.

“I’ve been there three times,” Nabila emphasized. “And every time, I discover something new that’s worth sharing with my followers.”

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