The New Normal Tourism Action Plan
The end of the COVID-19 pandemic ushered in a key development phase for Taiwan's tourism industry. In line with the "2050 Net-zero Emissions" goal underlined by the President at a sustainability summit, Taiwan's post-pandemic tourism strategy will advance toward sustainable and green tourism with a three-pronged approach involving "product optimization, upgraded service, and strategic development."
Product Optimization
Digital Transformation
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Training
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Hotel Branding
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Green Tourism Certification
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Upgrading Services
Products
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Events
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Strategic Layout
In response the reopening of the border, the Tourism
Bureau convened a "Border Reopening Preparatory Work Study
Taskforce" joined by industry insiders and relevant
government agencies to discuss related measures after the
border reopening. In May 2022, the bureau arranged a
"Pandemic Prevention Training Symposium for Travel
Industry Practitioners, Tour Guides, and Group Leaders" to
enhance pandemic prevention and post-pandemic reception
abilities of tourism professionals.
Following the resumption of cross-border group tours on
October 13, 2022, assistance was provided to travel
agencies, regional tourism associations, tour guides, and
group leaders in holding "Inbound and Outbound Guidance
Seminar Courses." Online courses were also offered via the
"Tourism E-learning Academy" platform. More than 20,000
travel industry practitioners, tour guides, and tour group
leaders completed training courses, improving the service
quality and adaptability of the tourism reception
workforce.
The following strategies were proposed to market domestic
and international tourism after the COVID-19 pandemic：
Boosting Domestic Travel: Let's Go! Domestic Tourism Subsidy Program
Between July 15 and December 15, 2022, the Taiwan Tourism Bureau launched the "Let's Go! Domestic Tourism Subsidy Program" to encourage local residents to travel after the COVID-19 pandemic and thereby stimulate domestic demand and tourism industry momentum. The program offered group travel incentives to motivate travel agencies to create premium group travel packages. A total of 2,674 travel agencies arranged more than 80,000 group tours that attracted approximately 1.54 million travelers and generated around NT$10.7 billion in tourism revenue. The program also subsidized weekday (Sunday to Thursday) hotel stays by independent travelers. Subsidies were provided for approximately 3.58 million guests (1.79 million rooms) at about 9,850 participating establishments, creating over NT$16.3 billion in tourism revenue. In addition, the program offered discounted admission at 19 participating amusement parks, attracting more than 1.45 million visitors and generating NT$5.7 billion in tourism revenue. Overall, the program stimulated an estimated 6.57 million visits and generated about NT$32.7 billion in tourism benefits.
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International Marketing: Accelerating the Recovery and Growth of International Markets
The Tourism Bureau rolled out a marketing campaign to raise the visibility of Taiwan tourism among potential visitors, with priority on the main source markets for visitors prior to the COVID-19 pandemic. Based on surveys of tourism market trends and the characteristics of visitor source markets, these campaigns highlighted themes such as ecology, culture, cuisine, and LOHAS living (such as water, mountain, railway, and bicycle travel), romantic escapes, hot springs, flower appreciation, and shopping. The campaigns were delivered via video, digital, online, print, and outdoor advertising channels. The bureau is bolstering online marketing and physical events in partnership with online travel agencies (OTAs) to restore and grow Taiwan's inbound travel market.
International marketing focused on the following eight areas：
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