Brand Building through Multi-Channel Marketing
International praise for Taiwan's charms
Malaysian Muslim internet celebrities visit Taiwan: Golden Waterfall in Jinguashi
The tourism program Taiwan Matsu Festival and Islands was co-produced by the Tourism Bureau and PBS.
Opening new service branches to develop potential markets
The Tourism Bureau opened several new service offices and centers in 2019 to develop high potential market, provide travel information services, and attract more visitors.
Taiwan Tourism Information Center in Moscow
The Taiwan Tourism Information Center in Moscow opened on March 11, 2019, to provide Taiwan travel information and promote Taiwan tourism to local tourists.
Office in Ho Chi Minh City, Vietnam
To expand Taiwan's tourism product market share and shape the image of Taiwan as a high-quality tourist destination, the Tourism Bureau opened an office in Ho Chi Minh City, Vietnam's biggest commercial city, on March 15, 2019. The office is the first-line for Taiwan tourism interactions with local tour agencies, media outlets, and consumers in Vietnam, Laos, and Cambodia to attract potential visitors to Taiwan and build momentum in New Southbound markets.
Taiwan Tourism Information Center in Auckland
Tourist arrivals from New Zealand to Taiwan have grown since Air New Zealand resumed flights to Taiwan on November 1, 2018. On June 17, 2019, the Tourism Bureau opened an office in Auckland to expand and strengthen promotions to New Zealand visitors.
Taiwan Tourism Information Center in Sydney
In 2018, the number of Australian visitors to Taiwan topped 100,000 for the first time and Australian airlines continued to add flights and flight destinations , increasing the willingness of Australians to visit Taiwan. On June 19, 2019, the Tourism Bureau opened the Taiwan Tourism Information Center in Sydney to expand and strengthen promotions in the Australian market.
Taiwan Tourism Information Center in Jakarta
The Tourism Bureau opened a service office in Jakarta on July 19, 2019, to promote Taiwan tourism in Indonesia, the world's biggest Muslim country. The bureau commissioned the Taiwan Visitors Association to operate the office, bringing private sector innovation and vitality, as well as a wealth of diverse resources, to overcome challenges in direct flight capacity from Indonesia to Taiwan and Taiwan tourism visibility and attract more Indonesian tourists. The bureau hopes to follow up in the Middle East, India, and other Muslim markets.
The Taiwan Tourism Information Center in Vancouver opened on September 26
Taiwan Tourism Information Center in Vancouver
The Taiwan Tourism Information Center in Vancouver opened on September 26, 2019, to strengthen promotion of Taiwan's tourism brand, deeply cultivate the high-potential Canadian visitor source market. The office is a platform for serving travel agencies in Canada, providing information on Taiwan to Canadian tourists, and promoting tourism exchanges between Taiwan and Vancouver.
Inauguration of the Tourism Bureau's London Office (from left): First Bank CEO, Chang Chih-chung; Deputy Representative of the British Office Taipei, Andrew Pittman; London Office Representative, Ambassador David Lin; Overseas Community Affairs Council Member, Li Hung-yao; and Overseas Community Affairs Advisory Committee Member, Lee Hsun-yung.
London Office
To develop the European tourism market and strengthen promotion of European travel to Taiwan, the Tourism Bureau opened a London Office on December 17, 2019. The UK is the biggest source of European visitors to Taiwan. The London office will increase Taiwan's visibility in the UK to steadily grow the number of British tourist visits to Taiwan.
Building buzz through innovative marketing
The current Michelin Guide Taipei will be expanded into a "two-city guide" with the inclusion of Taichung
Publication of the Michelin Guide Taiwan 2019
Fine cuisine is an important element and strong card in attracting international visitors to Taiwan. The Michelin Guide is considered the Bible of all dining guides.
The 2019 Michelin Guide Taipei, published on April 10, 2019, generated an estimated NT$270-plus million in advertising benefits, up 33% year on year. Over the past two years, Michelin Guide Taipei has spurred development of Taiwan's tourism and restaurant industries and greatly enhanced Taiwan's international visibility. It also represents a re-certification of the Taiwanese cuisine brand.
Taiwan earned affirmation by Michelin's professional review. Following a planned, phased promotion, Michelin on November 14, 2019, announced that, from 2020, the Michelin Guide Taipei would be expanded into a "two-city guide" with the inclusion of Taichung, Taiwan's second most populous city. The guide enhances Taiwan's influential position on the world culinary map and brings international attention to Taiwan's cuisine.
Reception for the 20th anniversary of the Osaka office
Tourism Bureau Osaka Office holds Taiwan Tourism Fan Party on 20th anniversary
The Tourism Bureau Osaka Office held a 20th anniversary reception on March 8, 2019, to thank the Japanese people, build Taiwan's high-quality tourism image, and express appreciation to related industries for their long-term support and assistance. On March 9, the office held a "Taiwan Tourism Fan Party" at Osaka's Billboard Live to thank Taiwan's ardent Japanese fans. Internationally renowned cellist Chang Chen-chieh, Taiwanese opera great Liao Chiung-chih, Beijing opera master "Monkey King" Luhao Chu, and Cosmos People, a band popular with Japanese youth, entertained the participants with a musical banquet ranging from high-energy rock to melodious classical music. The program also featured traditional sugar art and paper cutting displays.
Korean marketing campaign with Lotte Chilsung's Sea Salt Coffee
The Tourism Bureau partnered with Lotte Chilsung brand "Let's Be Coffee." In February 2019, the Korean brand released a limited edition "Asian Series" Taiwan Oh Bear Sea Salt Coffee. The coffee packaging featured images of Oh Bear and Taiwan tourist attractions (Taroko Gorge, Bao'an Temple, sky lanterns, and hot air balloons). Over 4.95 million cans were sold through major channels and more than 44,000 stores in South Korea, building Taiwan's tourism visibility in Korea.
Putrajaya International Hot Air Balloon Fiesta in Malaysia
Oh Bear Hot Air Balloon international marketing campaign
The Tourism Bureau carried out the "Oh Bear Hot Air Balloon International Marketing" campaign at seven international marketing events during the spring (Southeast Asia), summer (Europe), and winter (Japan). The Oh Bear hot air balloon promoted Taiwan's air tourism and sustainable industrial development in the host countries. The campaign presented Taiwan's most beautiful scenery to the world, promoted the Taiwan International Balloon Festival tourism event, and introduced Taiwan's distinctive events.
Film tourism: High popularity effect
Korean celebrity Ok Taecyeon shot promotional videos in Taiwan as tourism spokesperson for Taiwan
South Korea＿Ok Taecyeon
Ok Taecyeon was recruited as Taiwan’s tourism spokesperson in Korea. The celebrity was featured in promotional videos, print advertising, and PR activities in Seoul. With his positive healthy and energetic image, he promoted the image of Taiwan tourism and generated buzz to attract Korean tourists. During promotional activities, Ok Taecyeon also personally introduced Taiwan towns and joined in the fun with the Korean public.
Muslim actress Mira Filzah returns to Taiwan to shoot a tourism promotion video
Malaysia and Brunei＿Mira Filzah
Spokesperson for Malaysia and Brunei actress Mira Filzah asked 100 Muslim fans in Malaysia to visit Taiwan and shoot the "Salam Taiwan 2.0" promotional videos to attract Muslims visitors to Taiwan. The Tourism Bureau's office in Kuala Lumpur partnered with travel agencies and airlines to invite 100 Malaysian Muslims to visit Taiwan. On April 26, they met with Mira Filzah at Taipei 101 and enjoyed a Halal cuisine and the Taipei nightscape together. The fans made a Polaroid montage for Mira Filzah. They also joined in an interactive guessing game and puzzles introducing the visitors to Taiwan. Mira Filzah also posed for individual photos with her fans.
Appreciation video for two million Japanese visits to Taiwan:“Heat” and “Taiwan Style”
The Tourism Bureau released a video called "Heat" to thank Taiwan's tourism industry and people for the achievement of attracting two million Japanese visitors to Taiwan. The video presented the passion of the Taiwanese people in a story featuring Japanese female visitors to Taiwan using the exclamation "Hot!" to communicate Taiwan's warmth to international travelers. The visitors in the video realize that, in Taiwan, "hot" describes not only physical temperature but also the warmth of the people. Another video, "Taiwan Style," is shot with techniques highlighting cultural differences between Japan and Taiwan. Imitating a Japanese news broadcast style, it reminds Japanese people to be careful. The videos generated considerable buzz in Taiwan and Japan.
Film and TV program cooperation
Argentina's Telefe films a program in Taiwan
Telefe's "Travel the World" tourism program is most viewed TV program in Argentina. The Argentinean show produced a Taiwan tourism special that received the program's highest viewership in the 15 seasons since its launch in 2003. The host and his youngest son each have more than one million Instagram fans. The show and information disseminated over social media platforms by the film crew went viral, significantly raising Taiwan's visibility in local markets.
The Tourism Bureau collaborated with South Korea’s popular “The Return of Superman” program
It invited well-known Korean artists to Taiwan to shoot four 65-minute episodes of the family travel program. The artists visited Hualien (Qixingtan, Taroko Gorge, and Dongdamen) and Ximending and enjoyed fine cuisine and pearl milk tea. With a combined 1.2 million viewers, the programs effectively promoted Taiwan’s tourism image. The Tourism Bureau also cooperated with Korea’s Olive TV’s “Taiwan Food Club” show to attract 20-40 year-old Korean fans of “Mukbang” programs who travel abroad to dine at restaurants introduced by the program. The program was shot at Michelin Taiwan one-, two-, and three-star restaurants. It introduced Koreans to the refined, creative, and meticulously prepared cuisine of Taiwan and heightened Taiwan’s visibility and image.
Promoting Taiwan at Major Events
2019 Taiwan Lantern Festival Secondary Lantern: "Pingan Pig"
2019 Taiwan Lantern Festival
Selected by the Discovery Channel as one of the world's best festivals, the Taiwan Lantern Festival is a main highlight of Taiwan's festive tourism events. The 2019 Taiwan Lantern Festival was held from February 19 to March 3 at Dapeng Bay National Scenic Area in Pingtung under the theme, "Pingan Penglai · Light-up 30." The venues included the Dapeng Bay Lantern Area, Pingtung Lantern Area, and Donggang Lantern Area and highlighted the themes of Green Energy, Waterscapes, and Day and Night Activities.
The Taiwan Lantern Festival introduced a number of innovations in 2019. For example, in a departure from past convention, the Main Theme Lantern "Giant Tuna Bringing Wealth" featured the bluefin tuna, a local specialty product in Pingtung, instead of the year's Chinese zodiac animal. The centerpiece lantern also remained at the site after the festival. The supporting lantern "Pingan Pig" featured an illuminated seat. The "Coexisting Harmoniously" lantern in the International Exchange Lantern Area embodied green thinking in its use of durable, rather than disposable, materials so the display could remain after the event. This was also the first festival to feature sea and land themes. The water lantern displays could be enjoyed along with the ocean view from shore, or seen from sea on a cruise boat tour. The ocean reflections of the Main Theme Lantern and lightscapes could also be enjoyed at Nandi and Beidi, providing visitors a whole new lantern experience.
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Number of visitors at the 2019 Taiwan Lantern Festival13.39 million visitors -
Tourism Revenue GeneratedNT$ 13.1 billion
2019 Formosa Summer Festival: Fulong International Sand Sculpture Art Festival
2019 Taiwan Fun on the Tropic of Cancer Activities: Re-branding Summer Tourism Activities in Taiwan
The 2019 Formosa Summer Festival brought together a three-month long series of events focused on the four themes of cool desserts, Summer Solstice 235, sand sculpture art, and railway tourism. Through cross-industry marketing, many well-known brand companies in cross-channel, travel, dining, and fashion sectors jointly boosted the promotional effects of the festivities this year through co-branded products and events. County and city governments and national scenic area administrations under the Tourism Bureau also joined forces to release a diverse range of 21 series of outstanding activities to promote a new summer festival brand in Taiwan.
In addition, Taiwan Tour Bus operators packaged special "2019 Formosa Summer Festival" tours and 114 hotels across Taiwan offered special promotions to bring Taiwan's summer tourism to new highs.
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Number of participants in 2019Total 2,530,000 visitors
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Tourism Revenue GeneratedNT$ 3,5486 billion
2019 Taiwan Cycling Festival - Sun Moon Lake Come! Bikeday
2019 Taiwan Cycling Festival
The Taiwan Cycling Festival, the focal event of LOHAS Taiwan cycling tours, is vigorously promoted to the world as a combination of cycling and LOHAS travel. There are six major themes in a series of activities: Taiwan KOM Challenge, Formosa 900, Sun Moon Lake Come! Bikeday, Bike Taiwan Taichung Cycling Festival, Light up Taiwan and Taiwan East Bay Cycling Challenge, and East of Taiwan cycling tour. User reach and promotional material views were boosted through tweets by well-known bloggers/vloggers in cycling and related areas and through the placement of online ads, increasing the promotional effect.
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Number of participants in 2019Total 120,000 萬人次
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Tourism Revenue GeneratedNT$ 2.50 million
2019-2020 Taiwan Top-10 Hot Springs: Taiwan Top-10 Hot Springs–40 Degrees of Serenity
The Taiwan Top-10 Hot Springs website was overhauled for the 2019-2020 season under the theme "Taiwan Top-10 Hot Springs: 40 Degrees of Serenity." The site brings together information on 19 hot spring areas and 216 "Hot Spring Mark" certified businesses throughout Taiwan. The Tourism Bureau made videos to promote hot spring tourism to domestic tourists and international visitors through online channels.
Hot spring tourism in Taiwan was also promoted through a variety of marketing channels, including lightboxes at Taichung High Speed Rail and Taipei MRT stations and Tainan bus stops, video walls, bus body advertising, internet celebrities, TV travel programs, and social networking sites. The promotions aimed to attract domestic and international visitors to major hot spring areas to boost revenue in the hot spring industry.
The Tourism Bureau also arranged the first ever Taiwan Hot Spring Pavilion at the Taipei International Travel Fair in 2019 to promote Taiwan hot spring tours. It also held matchmaking events for hot spring and tourism industries in in central Taiwan to develop business opportunities for the domestic travel market. Nineteen hot spring areas also jointly planned an online "Hot Spring Treasure Hunt" game to attract visitors to scenic sites in hot spring areas and promote the development of local tourism industries.
