Taiwanese Travelers Skip Tokyo and Seoul — Now Heading to This Destination: 120,000 Flock to This Pilgrimage Spot with Affordable Food, Lodging, and Relaxing Scenery

Tigerair Taiwan has achieved another milestone in its expansion into Japan's secondary cities. This year, the airline launched new routes to Ishigaki and Komatsu, and celebrated the 10th anniversary of its Okayama service. On the 9th, it unveiled a commemorative 'Momotaro × Tiger General' livery aircraft and revealed a decade of impressive performance. Chairman Huang Shih-hui emphasized that among Tigerair's secondary city routes, Okinawa has significantly outperformed traditional first-tier cities in both travel demand and profitability. Experts point to high aircraft turnover and strong passenger demand enabled by the short flight duration as the key factors making Okinawa a 'golden goose' for airlines.

To celebrate the Okayama route's 10th anniversary, Tigerair Taiwan collaborated with Japanese partners to create the 'Momotaro × Tiger General' commemorative livery, featuring Okayama's legendary hero Momotaro and Tigerair's mascot, Tiger General, painted on the aircraft. When the Taipei-Okayama route first launched in 2016, it operated only three weekly flights, widely seen as a low-potential secondary market. Today, it has achieved a remarkable turnaround: with flights from both Taipei and Kaohsiung — dubbed 'dual-hub operations' — weekly round-trips have surged to 12. Okayama Governor Iharaki Takato praised the explosive growth in bilateral exchanges since the route's resumption, noting cumulative passenger numbers have exceeded 720,000, with average load factors consistently near 90%.

Can secondary city routes truly outperform major hubs? Chairman Huang Shih-hui stated that in terms of market demand and actual profitability, Okinawa's performance is the most impressive. Tigerair now operates direct flights to Okinawa from Taipei, Taichung, Tainan, and Kaohsiung — a 'four-point launch across Taiwan.' Travel expert Uncle Jesse cited the latest Civil Aeronautics Administration data, showing Tigerair's Osaka route carried about 126,000 passengers, with Okinawa close behind at 121,000. However, for airlines, Okinawa's profitability likely surpasses Osaka's. The key lies in 'flight duration': a round-trip to Osaka takes longer, limiting aircraft to just two daily rotations, while Okinawa's proximity allows for 3–4 daily flights. This high turnover rate, combined with near-full capacity on nearly every flight, generates substantial revenue and profit.

Why do Taiwanese travelers love Okinawa so much? Li Chi-yueh, spokesperson for the Taiwan Quality Tourism Association, and travel experts analyzed that Okinawa's core advantages — unmatched convenience and high cost-performance — have made it Taiwan's 'backyard garden.' The flight from Taiwan to Okinawa takes only about 75 minutes, significantly reducing the risk of children crying during the flight, making it the top choice for family and multigenerational trips. Taiwan drivers can rent cars locally with their domestic license and a translation certificate, offering high travel flexibility. Accommodation and overall costs are also more affordable compared to mainland Japan (e.g., Tokyo, Osaka), lowering the barrier to overseas travel.

Okinawa's pleasant climate and Taiwan-friendly cultural atmosphere further enhance its appeal. With its sunny beach resort vibe, dietary habits, and welcoming culture, travelers enjoy an exotic experience without the stress of cultural adaptation. Many Taiwanese tourists shared their experiences: 'Okinawa is perfect for family trips — it's close, ideal for elderly relatives, short flight, great food with few duds, and language isn't an issue since you meet fellow Taiwanese everywhere.' Another said, 'I've been to Okinawa 5–6 times — I'm obsessed! The ocean views are unbeatable, the resort vibe is strong, and there's plenty of American and Japanese food — happiness is just one ticket away.' Others praised self-driving: 'I've driven twice and am going for my third trip in May. Okinawa is a paradise for road trips.' Many concluded: 'For short trips, Okinawa is the best — no long flights, multiple aquariums, Japanese and Okinawan cuisine, shrines, malls, hot springs, and beaches — everything you need.'