China Airlines, EVA Air spotlight Taiwan at BIT Milano 2026

Taiwan’s two largest carriers, China Airlines and EVA Air, are turning their attention to the Italian market at BIT Milano 2026, using the trade show platform to promote Taiwan as a convenient and culturally rich long-haul destination reachable via their expanding networks from Milan.

Taiwan’s Flag Carriers Target Italian Travelers

The BIT travel fair at Fiera Milano in 2026 is attracting a growing roster of international airlines, and Taiwan is represented by both China Airlines and EVA Air, which are leveraging the event to position Taipei as a key hub for Italian travelers heading to Asia and the Pacific. Exhibitor lists and fair previews indicate that EVA Air is among the participant airlines, underlining the importance of the Italian outbound market to Taiwan’s aviation sector.

Publicly available information shows that EVA Air has been steadily building its Milan presence after launching nonstop services between Taipei and Milan Malpensa, creating a direct bridge between northern Italy and Taiwan. At the same time, China Airlines continues to expand long-haul connectivity through Taipei, including new promotions that highlight Taipei as a stopover gateway for travelers from Europe connecting onward to Asia and Oceania.

At BIT Milano 2026, the two carriers are expected to use their visibility to reinforce Taiwan’s image as both a destination and a transfer point. Their presence also aligns with broader patterns in Taiwan’s aviation statistics, which show China Airlines and EVA Air jointly carrying a significant share of international passenger traffic through Taoyuan International Airport.

Showcasing Taiwan as a Stopover and Standalone Destination

Recent campaign materials from China Airlines emphasize Taipei as an attractive stopover, including offers that bundle hotel stays with long-haul itineraries routed through Taiwan. These promotions are timed around peak European travel months and are designed to encourage travelers to extend their connection into a short city break that introduces Taiwan’s food, night markets and temples to first-time visitors.

EVA Air, for its part, has been marketing Taiwan through its global network by highlighting rail journeys, regional excursions and multi-city itineraries that begin with flights into Taipei. Promotional language on its consumer-facing sites encourages travelers from Europe to “discover Taiwan” via seamless connections and curated experiences, suggesting that the airline’s presence at BIT is likely to highlight both point-to-point travel from Milan and onward connections throughout Asia.

For Italian tour operators and travel advisors walking the halls at Fiera Milano, the dual presence of China Airlines and EVA Air creates an opportunity to package Taiwan more prominently in brochures and digital offerings. The carriers can draw attention to Taiwan’s combination of modern urban life, hiking trails, hot springs and coastal scenery, positioning the island as a destination that pairs well with popular Asian circuits that already attract Italian travelers.

Network Growth Underscores Taiwan’s Long-Haul Ambitions

The promotional effort in Milan coincides with broader network expansion by both airlines that underscores Taiwan’s long-haul ambitions. EVA Air has recently announced new services linking Taipei with Washington Dulles, extending its North American footprint and reinforcing its role as a transpacific connector. This follows earlier expansion in Europe, including services to Milan and Munich, which provide additional options for European travelers looking to reach East and Southeast Asia via Taipei.

China Airlines has also been adding capacity and refining its network, particularly on routes linking Taiwan with major cities across Asia and the Pacific. Company reports indicate that the airline operates hundreds of weekly flights to dozens of airports worldwide, reflecting a strategy that relies heavily on transfer traffic through its Taoyuan hub. These developments suggest that both carriers see value in courting new European feeder markets, including northern Italy, to sustain long-haul growth.

Industry data from annual reports for both companies show that China Airlines and EVA Air together account for a substantial share of Taiwan’s international passenger and cargo traffic. Their combined scale gives them the ability to support joint promotional efforts at major trade shows such as BIT Milano, even when specific campaigns are run separately under each airline’s brand.

Competition and Collaboration in Taiwan’s Airline Landscape

The visibility of China Airlines and EVA Air at an Italian travel fair also reflects the competitive yet interlinked nature of Taiwan’s airline sector. The two carriers dominate international traffic, while newer entrants and low-cost players add niche routes and regional capacity. Discussions in industry analyses and traveler forums often compare service standards, pricing and network strengths among the Taiwanese airlines, with China Airlines and EVA Air typically regarded as the primary full-service options for long-haul travel.

Despite competition, both airlines share an interest in raising Taiwan’s profile as a tourism destination in its own right. Company reports describe investments in tourism promotion, sponsorship of road races and cultural events, and partnerships with tourism boards to draw more international visitors. By aligning their messaging at high-profile gatherings such as BIT Milano 2026, the carriers can help ensure that Taiwan features more prominently in itineraries sold by European travel intermediaries.

The presence of EVA Air in the BIT 2026 exhibitor materials, alongside other international carriers, highlights how the fair functions as a marketplace for future partnerships. Meetings with tour operators, wholesalers and corporate travel buyers in Milan can translate into new group series, inclusive tour fares and incentive travel programs built around flights to and through Taipei.

What BIT Milano 2026 Could Mean for Taiwan Tourism

Although detailed program schedules for the Taiwan presence at BIT Milano 2026 remain limited in public documentation, the combination of a national tourism focus and airline participation points to a coordinated effort to capture more of Italy’s long-haul demand. With EVA Air and China Airlines both promoting their networks and services, Taiwan tourism stakeholders stand to benefit if more Italian visitors begin to view Taipei not just as a connection point, but as a primary destination.

For travelers, the outcome of these trade show activities may be felt through new tour products, competitive fares from Milan to Taipei and beyond, and a wider range of packaged experiences that include Taiwan alongside established favorites in East Asia. As airlines refine their schedules and governments continue to ease travel conditions, the groundwork laid at industry events like BIT Milano 2026 can play a quiet but influential role in shaping future booking patterns.

In this context, China Airlines and EVA Air using the Milan fair as a stage for Taiwan-themed promotion signals how airline strategy, tourism marketing and route development intersect. The success of their push in Italy will ultimately be measured in passenger numbers and tour sales, but for now, BIT Milano 2026 offers a visible statement of intent to put Taiwan more firmly on the European travel map.