Communicating & Connecting With the World

The Tourism Bureau shifted from a traditional single-medium, single-demographic focus to a comprehensive multi-faceted, multi-point communication approach. Promotions over digital media platforms popular with target segments focused on videos aimed at specific age groups, key opinion leader (KOL) planning, and social networking and physical public relations (PR) marketing activities to solidify and develop new and old visitor sources. The bureau also introduced new tourism resources to attract Japanese visitors to Taiwan, presenting the island as a nearby, safe, and secure travel destination for all ages.

Ms. Ayako Mizoguchi of Miyazaki Prefecture was the lucky two millionth visitor from Japan. A first-time visitor to Taiwan, Ms. Mizoguchi traveled with her family as part of the 47-member "Go! Go! Wide" tour group led by the host of Japan's mrt Radio Junko Sakai.

The 12th Taiwan-Japan Tourism Summit Forum was held on May 24, 2019. The two sides set a goal of eight million exchange visits in 2020. On July 18, the two sides signed the Memorandum on Taiwan-Japan Railway Tourism Cooperation.

The Tourism Bureau partnered with internationally renowned media outlets and online opinion leaders on advertisements, joint campaigns, and consumer generated content to heighten exposure to Taiwan's tourism brand and strengthen awareness of Taiwan among potential visitors from major source countries.

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 exhibitions, expanding industry professionals’ understanding of Taiwan and helping Taiwanese companies win customers.

1. First Taiwan-Paraguay Tourism Exchange Cooperation Conference

Under the cooperation letter of intent framework signed by Taiwan and Paraguay in 2018, Paraguayan Minister of Tourism representative and advisor Doris Penoni led a delegation of mainstream industry representatives from Panama to Taiwan on November 8 for the first Taiwan-Paraguay Tourism Exchange and Cooperation Conference. Paraguay's Ambassador to Taiwan Marcial Bobadilla Guillén also attended the meeting with embassy officials. During the meeting, the two sides reached agreements on expansion and continuation of mutual exhibits, bilateral businesses exchange visits and exchanges, tourism professional education and training, educational tourism, and other issues. Both sides also agreed to further strengthen travel industry cooperation.

1. Taiwan and Belize sign tourism cooperation letter of intent

Taiwan and Belize marked the important milestone of the 30th anniversary of the establishment of diplomatic relations between the two sides in 2019. The Tourism Bureau visited Belize from June 19 to 23 that year to promote Taiwan tourism and sign a letter of intent on tourism exchanges and cooperation. In the area of tourism exchanges, the two sides agreed to promote experience sharing, hold occasional tourism exchange meetings, as well as share experience on incorporating smart tourism in scenic area planning and personnel exchange training.

1. Promotions and marketing in the emerging Russian market

The Tourism Bureau developed the Russian market through promotions coordinated with a trial measure by the Ministry of Foreign Affairs granting Russian visitors 21-day visa-free entry to Taiwan. It commissioned a PR company to deeply cultivate the Russian market. In 2019, it also arranged 12 industry and media visits and stepped up exposure through Russian media channels, such as the Russian edition of National Geographic Magazine.

The Tourism Bureau partnered with county and city governments and industry associations to promote specialty themes and regional tourism resources at the Taiwan Pavilion arranged by the Ministry of Economic Affairs (MOEA) at the New Southbound Policy International Travel Exhibition.

The Tourism Bureau cooperated with OTAs to pool visitors, assisted celebrity vloggers with multimedia marketing, and strengthened digital marketing. It also used the Project for Simplifying Visa Regulations for High-end Group Tourists and conditional visa exemptions to introduce the "Taiwan High-Quality Tour" certification mark in Thailand and Vietnam on a trial basis.

The 8th Taiwan-Vietnam Tourism Cooperation Conference was held to strengthen exchanges and cooperation with the Vietnam National Administration of Tourism.

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 252 restaurants were halal certified by the end of 2019.

The Tourism Bureau continued to develop Muslim-friendly facilities (including prayer rooms and washing facilities), with priority on facilities at major transportation terminals and stations, scenic spots, and large exhibition venues. Such facilities have been completed at national scenic areas, international airports, Taiwan Railway stations, High Speed Rail stations, freeway rest areas, convention centers, the National Palace Museum, Chiang Kai-shek Memorial Hall, and Alishan National Forest Recreation Area entrance, transfer stops and visitor centers.

The Tourism Bureau carried out the "Salam Taiwan 2.0" PR campaign in Malaysia and Brunei. Actress Mira Filzah was re-invited to serve as spokesperson in Taiwan tourism promotions to Muslim visitors in Malaysia and Brunei. In 2019, the Tourism Bureau carried out a PR campaign in Indonesia to tap the vast Muslim tourist market there. It also established the Taiwan Tourism Information Center in Jakarta and invited well-known Indonesian online celebrities on FAM tours to Taiwan. Posts by the celebrities on attractions in Taiwan won enthusiastic responses from fans, spurring a wave of Indonesian Muslim travel to Taiwan. The campaign was closely aligned with market demand and deepened tourism cooperation and promotion.

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.

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 and organized a large-scale Taiwan-Jiangsu Lantern Festival cultural exchange activity.

Taiwan towns, cuisine, family travel, indigenous, bicycle, bay, and cultural tourism products and markets.

The Taiwan International Cruise Forum was held in Kaohsiung in 2018 to keep Taiwan competitive in the rapidly growing Asian cruise market. The forum returned on September 27, 2019, and was hosted in Keelung, Taiwan's busiest cruise passenger port. Participating experts shared insights and discussed cooperation strategies to identify new development opportunities for Taiwan's cruise industry. Members of the Asia Cruise Cooperation (ACC) and other important international partners were also invited to explore new opportunities for the cruise industry.