Northeast Asia
Japan
In 2018, the Tourism Bureau continued to promote Taiwan tourism in Japan through integrated marketing campaigns involving public relations activities, travel shows, and merchandise centered on the themes of fine dining, romance, LOHAS, shopping, nature, and culture. It also continued to expand study tours, incentive travel, and sports tourism, as well as exchanges in historic, cultural, and other domains to attract more visitors to Taiwan.
Target Groups
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Corporate incentive travelers
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free and independent travelers (FIT),Women
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Study tours
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Youth
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Group travelers
Strategy
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The Tourism Bureau continued to promote Taiwan tourism to young people in Japan through the “Meet Colors! Taiwan” promotional campaign. It issued information on Taiwan tourism in topic areas of interest to Japanese people. It also partnered with high profile Japanese bloggers to sustain momentum for travel to Taiwan
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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.
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The Tourism Bureau continued to collaborate with large travel agencies on programs to boost tourist visits. It also partnered with small and mediumsized and online travel agencies to place shared ads, develop and expand channels, and stabilize visitor sources.
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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.
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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.
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Taiwan and Japan held the 11th Taiwan-Japan Tourism Summit Forum to discuss substantive issues on tourism exchange.
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Visitors from Japan in 2018
3.7%
1,969,151 visitors
Director of the Tourism Bureau Mr. Joe Y. Chou led a Taiwan delegation to participate in the 2018 Hokkaido YOSAKOI-SORAM and attended the Taiwan Day baseball throwing ceremony at the Hanshin Koshien Stadium in Osaka, Japan.
Director of the Tourism Bureau Mr. Joe Y. Chou led a Taiwan delegation to participate in the 2018 Hokkaido YOSAKOI-SORAM and attended the Taiwan Day baseball throwing ceremony at the Hanshin Koshien Stadium in Osaka, Japan.
Korea
In 2018, tourism promotions were conducted in Korea through a variety of media channels under the core themes of “LOHAS, fine dining, and ecotourism.” The bureau also continued to promote exchanges through PR activities with celebrity spokespersons, TV commercials, print ads, travel shows, travel agency brochures, the internet, and promotional events.
Target Groups
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Group travelers
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Women
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Youth
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Free and independent travelers (FIT)
Strategy
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The Tourism Bureau recruited Korean actor Yeo Jin-goo as Taiwan’s tourism ambassador in South Korea. Yeo also participated in the Tourism Bureau’s “Door to Taiwan” campaign to promote Taiwan tourism through the celebrity’s excellent image.
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The Tourism Bureau invited travel writers and established bloggers who have published on Taiwan tourism and other people familiar with Taiwan tourism resources to seminars to share their travel experiences
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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.
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Strengthening promotion of Taiwan tourism information by integrating television, print, online, and outdoor media and working with well-known programs.
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The Tourism Bureau partnered with large travel agencies and arranged memorandums of understanding (MOUs) to attract more visitors.
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Taiwan and Korea held the 33rd Taiwan-Korea Tourism Exchange Conference to discuss substantive issues related to tourism exchanges. Approximately 210 participants discussed local city exchanges, expanding two-way exchanges through study travel, and other substantive issues.
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Visitors from Korea in 20181,019,441 visitors
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Topping one million visitors for the second consecutive year !
Taiwan and Korea held the 33 rd Taiwan – Korea Tourism Exchange Conference to discuss substantive issues related to tourism exchanges.
Europe and the Americas
Europe and the Americas
The Tourism Bureau continued various marketing and promotion strategies, including the “Taiwan-Te 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.
Target Groups
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Seniors
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Backpackers
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Asian travelers
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Transit/Business travelers, and Special interest groups （e.g. island-round icycling, hiking, and bird/butterfly watching tour groups）
Strategy
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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.
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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.
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On November 24, the Tourism Bureau and Paraguay Minister of Tourism Sofia Montiel de Afara signed a letter of intent to strengthen peopleto-people exchanges, mutually beneficial information sharing, technical exchanges, broad-based cooperation, sustainability, inclusive growth, and tourism conferences between the two sides.
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In conjunction with a Ministry of Foreign Affairs trial program allowing Russian visitors 14-day visa-free entry to Taiwan, the Tourism Bureau participated in the OTDYKH Leisure Moscow in mid-September and partnered with the Grand Hotel to invite four travel media groups to visit Taiwan.
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Visitors from the Americas in 2018 4.33%
732,478 visitors
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Visitors from Europe in 2018 6.06%
350,094 visitors
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Visitors from Russian in 2018 12.66%
10,394 visitors
Southeast Asia
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. 。
Hong Kong & Macao
The Tourism Bureau designated “Year of Bay Tourism” as its promotional theme in 2018. It also systematically introduced Taiwan’s appeal as a diving tourism destination with “Beneath Taiwan Beyond Dive” as the promotional focus.
Target Groups
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Free and independent travels(FIT)
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Repeat visitors
Strategy
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The Tourism Bureau strengthened information on thematic travel to Taiwan through a variety of channels and multimedia communication. These included TV, the internet, and social groups, as well as joint promotions through social media, OTA, and online travel platforms.
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The Tourism Bureau cooperated with various promotional activities and promotions, such as annual airline ticket promotions, the Taichung World Flora Exposition, and hot spring package offers.
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In conjunction with the first-time popularization of Taiwanese cuisine by Michelin Guide Taipei, the Tourism Bureau implemented a Hualien revitalization and promotion project to restore confidence in travel to eastern Taiwan and promoted charter flights to Penghu and Taitung.
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Visitors from Hong Kong and Macao in 2018
-2.27%
1,653,654 visitors
2018 Photo Marathon
New Southbound Markets
In conjunction with the New Southbound Policy, the Tourism Bureau opened an Information Center in Mumbai, India’s largest city, in October 2018. The center provides real-time services to attract more tourists and business travelers from India to Taiwan.
Target Groups
Singapore and Malaysia-
Free and independent travels(FIT)
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Repeat visitors
Target Groups
Tailand, Vietnam, Philippines, Myanmar, Cambodia, Laos,Indonesia, India-
Newly affluent
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Muslim visitors
Strategy
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The Tourism Bureau participated in travel exhibitions and held promotions and industry briefings in New Southbound countries.
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Thai, Vietnamese, Indonesian, and Malay language website content was enhanced and bloggers from various markets were invited to participate in joint marketing campaigns. The Tourism Bureau also partnered with Taiwan-friendly organizations to promote corporate incentive travel.
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The Seventh Taiwan-Vietnam Tourism Cooperation Conferencewas held.
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Visitors from New Southbound Markets in 2018 13.6%
2,594,765 visitors
October 2018 issue of Kuala Lumpur’s Hijabista Magazine
Muslim Market
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.
Strategy
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The Guidelines on Subsidies for obtaining Halal Food Certification were amended to reduce the size of restaurants qualified to receive subsidies for obtaining halal food certification. A total of 195 restaurants were halal certified by the end of 2018.
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Muslim-friendly facilities were provided at important public places.
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Malaysian star Mira Filzah and internet celebrities were invited to serve as spokespersons and shoot promotional videos in Taiwan.
Mainland China
There has been a steady shift towards in-depth, thematic, and experiential FIT travel among mainland Chinese visitors to Taiwan. The Tourism Bureau therefore continued to promote innovative tour themes, specialty tour packages, and high-quality tours for mainland visitors.
Target Groups
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High-end travelers
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Free and independent travels (FIT)
Strategy
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Multiple channels were used for promotions in conjunction with Mainland tour operators, companies, and media (self-media), including internet, social media, film, and TV channels.
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The Tourism Bureau held promotional conferences and forums, invited travel bloggers, online influencers, travel agents, and media to visit Taiwan. The bureau also participated in international travel shows.
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Target markets included fine dining tours, family travel, indigenous tours, bicycle tours, meditation tours, and cultural tours.
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Visitors from mainland China in 2018 1.35%
2,695,615 visitors
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The number of FIT travelers rose to 1,070,702 in 2018, up 1.82% from 2017. 1.82%
Developing the cruise and international travel markets
The Tourism Bureau drafted the Directions for the Tourism Bureau, MOTC’s Incentives for the Promotion of Visits to Taiwan by Overseas Cruise Ships and Directions for Fly-Cruise Incentives from the Taiwan Tourism Bureau to encourage cruise lines to add Taiwan to their ports of call on Asian routes. Foreign cruise passenger arrivals numbered 128,000 in 2018, driving an economic output value of US$1,720,370. Fly-cruise travelers numbered 14,000. In the specialty group travel market, 400 incentive travel groups visited Taiwan, up 13.4% from the year before, while the number of study tour visitors rose by 14.03% to 58,490.
Attended the 10th APEC Tourism Ministers Meeting (TMM10) to sign a letter of intent on the Framework of Tourism Cooperation between Chinese Taipei and Papua New Guinea.
Attended the 10th APEC Tourism Ministers Meeting (TMM10) to sign a letter of intent on the Framework of Tourism Cooperation between Chinese Taipei and Papua New Guinea
