In 2017, the Tourism Bureau continued to promote Taiwan tourism in Japan through an integrated marketing campaign centered on the themes of fine dining, romance, LOHAS, shopping, nature, and culture. Advances also continued to be made in the areas of study tours, incentive travel, and sports tourism, as well as exchanges in historic, cultural, and other domains.
The Tourism Bureau recruited spokespersons to energetically promote Taiwan tourism to young people in Japan. Information on tourism in Taiwan was communicated in topics of interest to Japanese people. The Tourism Bureau also partnered with high profile Japanese bloggers to sustain momentum for travel to Taiwan.
Information on special tour themes and products was promoted to the Japanese travel industry and various traveler groups through television, print, online, and outdoor media, major travel shows, seminars, promotional meetings, and other channels. Leading media channels were invited to Taiwan to report on theme tours and major events to increase exposure to Taiwan tourism and create opportunities for product packaging.
The Tourism Bureau continued to collaborate with large travel agencies on programs to boost tourist visits. It also partnered with small and medium-sized and online travel agencies to place shared ads, develop and expand channels, and stabilize visitor sources.
The Tourism Bureau teamed up with local governments and airport promotion associations to participate in local travel fairs and promotional activities. It also partnered with travel agencies to introduce new tourism resources to Japanese travelers and enhance travel products.
Under the Guidelines of Incentives for the Promotion of Charter Flights to Taiwan by Overseas Carriers, the Tourism Bureau sought to attract Japanese corporate incentive travel to Taiwan and travelers from Japanese cities without direct flight connections to Taiwan.
In 2017, tourism promotions were conducted in Korea under the core themes of "LOHAS, fine dining, and culture" through a variety of media channels.
Artists with a good image were invited to serve as spokespersons for Taiwan tourism promotion over the year
The Tourism Bureau invited authors and established bloggers who have published on Taiwan tourism and other people familiar with Taiwan tourism resources to seminars to share their travel experiences.
Korean internet celebrities and bloggers were invited to visit attractions and restaurants in Taiwan and to share their experience through viral online communication to strengthen marketing to young people.
Push promotion of Taiwan tourism information was enhanced through integration of television, print, online, and outdoor media and partnerships with well-known programs.
The Tourism Bureau partnered with large travel agencies and arranged memorandums of understanding (MOUs) to attract more visitors.
Taiwan and Korea held the 32nd Taiwan-Korea Tourism Exchange Conference to discuss substantive issues related to tourism exchanges.
The willingness of travelers in Europe and the America's to make long-distance trips in 2017 was affected by political factors, including U.S. border and trade policies introduced by the Trump administration, the election of new premiers and prime ministers in several European countries, and the independence referendum in Spain. Against this backdrop, the Tourism Bureau continued various marketing and promotion strategies, including the Taiwan-The Heart of Asia and Time for Taiwan brand recognition campaigns. Culture, fine food, ecology, and LOHAS were the main themes of advertising, promotional, and marketing activities in major source markets such as the United States, Canada, Germany, the UK, and France.
The Tourism Bureau strengthened awareness of Taiwan tourism through advertisements, joint campaigns, and consumer generated content aimed at increasing exposure to Taiwan's tourism brand in major visitor source markets.
The Tourism Bureau continued to offer free half-day tours for transit passengers and other preferential measures to encourage transit passengers and corporate incentive travel. It also participated in four major incentive travel conferences and exhibitions to enhance exhibitor awareness of Taiwan and help travel firms attract visitors to Taiwan.
The Tourism Bureau developed promotions under the themes of fine dining, romance, LOHAS, and shopping, drawing on the appeal of the "Time for Taiwan" slogan. The publicity strategy was differentiated for the Hong Kong and Macao, New Southbound, and Muslim markets.
The Tourism Bureau enhanced Taiwan's image as a Muslim-friendly travel destination through multiple channels. It also continued to improve the visitor reception environment in Taiwan to meet the needs of Muslim tourists.
The bureau developed demonstration tours and continued to work with the Chinese Muslim Association to guide businesses in improving the reception environment and meeting the special needs of Muslim visitors.
Visitor centers at all national scenic areas administered by the Tourism Bureau have been equipped with prayer rooms and washing facilities for Muslim visitors. Prayer rooms have also been established at transportation terminals and stations, the Discovery Center of Taipei, Taiwan World Trade Center Exhibition Hall 1, Taipei International Convention Center, and Nangang Exhibition Hall. There were 143 Muslim friendly tourism and hospitality businesses in Taiwan at the end of 2017.
In the area of international marketing and promotion, the Tourism Bureau participated in international travel fairs in Southeast Asia, arranged Taiwan tourism workshops, and produced and issued exclusive gifts and guides to market Muslim tours in Taiwan. In addition, Muslim TV crews were invited to film and broadcast programs in Taiwan. Through these various channels, the bureau enhanced the image of Taiwan as a Muslim-friendly travel destination.
In conjunction with the New Southbound Policy, the Tourism Bureau cooperated with the Ministry of Foreign Affairs to introduce a trial program allowing visitors from Thailand, Brunei and the Philippines visa-free entry to Taiwan from 2016. Barriers to visiting Taiwan were further reduced with the introduction of e-visas to simplify visa application procedures for visitors from ASEAN countries. Visitor arrivals from Vietnam grew by 94.94%, helped by tourism promotions, promotions integrated with the Vietnamese immigrant community in Taiwan, and industry-academic cooperation, making Vietnam the fastest growing source market in the New Southbound area.
The Tourism Bureau participated in travel fairs and organized promotional conferences and industry briefings.
Thai, Vietnamese, and Indonesian language website content was enhanced.
The Tourism Bureau placed ads promoting Taiwan's image and invited celebrities and bloggers from various markets to Taiwan, including inviting a Philippine beauty queen to Taiwan to shoot videos highlighting local tourism attractions to attract Filipino visitors.
The Tourism Bureau promoted corporate incentive travel group visits to Taiwan and developed multi-port cruise products, such as Kaohsiung-Manila-Hong Kong cruises. It also integrated with the ACC Asia Cruise Fund.
Promotions in Hong Kong and Macao focused on FIT and repeat visitors. Zonal tourism was introduced to maintain interest in repeat visits.
The "Thanks to You" hotel promotion campaign was conducted to encourage airlines and travel agencies to market Hong Kong-Taitung charter tours.
There has been a steady shift towards in-depth and high-quality travel among mainland Chinese visitors to Taiwan. The Tourism Bureau therefore continued to promote innovative tour themes, specialty package tours, and high-quality tours to deeply cultivate the market for high-end and specialty tourism products.
The Tourism Bureau integrated promotions through major online travel websites to further attract visitors from key cities to Taiwan.
Guidance was provided on developing high-quality and differentiated travel products on themes such as fine dining tours, celebrity tours, outlying island tours, bicycle tours, and meditation tours. Influential travel experts were invited to strengthen promotion of FIT travel in Taiwan through webcasts and major online platforms. Television, online, social media and other channels and multimedia were integrated to broaden communication.
The Tourism Bureau organized tourism activities and exchange visits to promote Taiwan tourism, share views with long-term promotional partners, and establish models for closer cooperation.