International Marketing

Five-Pronged Strategy

Promoting the Inbound Tourism Revitalization Plan.

(1) Attracting Visitors with a Targeted Approach:

The Tourism Administration continued to promote incentives to attract inbound business travel to Taiwan. In 2023, a total of 293 groups with 22,076 participants applied for the incentives, equal to 45% of the pre-pandemic level. To boost tourism in central and southern Taiwan after the pandemic, we will increase subsidies for charter flights arriving at airports in central and southern Taiwan, focusing on key markets such as Japan, South Korea, Hong Kong, Macao, and Southeast Asia, to encourage airlines and travel operators to increase charter service to these regions.

(2) Expanding International Marketing through a Five-Pronged Approach:

1. Advertising Taiwan to Raise Exposure

In 2023, the Tourism Administration implemented over 400 action plans and produced six new videos to promote Taiwan internationally under the theme "Show@Taiwan." A total of 754 global media and industry representatives were invited to participate.

2. International Travel Exhibitions - Marketing Taiwan

Japan

October 2023 - Tourism EXPO Japan

South Korea

May - Seoul International Travel Fair

USA

January - Utah Travel Expo, Chicago Travel Show, and New York Travel & Adventure Show; March - Los Angeles Travel & Adventure Show, Seatrade Cruise Global; April - Dallas Travel and Adventure Show, International Cruise Expo, Los Angeles Times Festival of Books; May - Bay Area Travel & Adventure Show; September - Vancouver International Travel Expo; October - IMEX America; November - Montreal International Tourism & Travel Show

Europe

July - British Bird Fair

Singapore

February - NATAS Travel 2023; August - NATAS Holidays 2023; October - ITB Asia 2023

Malaysia

April - Spring MATTA Fair (Kuala Lumpur) ; July - Malaysia International Travel Mart (MITM) in Kuala Lumpur; August - MITM Sabah; September - MATTA Autumn

Philippines

February - Travel Tour Expo (TTE) and Manila Promotion; June - Philippines TME Travel Fair

Indonesia

February - ASTINDO Travel Fair

Thailand

February - Thailand International Travel Fair (TITF)

Vietnam

April - Vietnam International Travel Mart (VITM) in Hanoi; September - Ho Chi Minh City International Travel Fair (ITE)

China

May - 24th Cross-Straits Fair for Economy and Trade Matsu Pavilion (Fuzhou) and 18th Strait Travel Fair Taiwan Pavilion (Xiamen) ; September - 2023 CITIE China (Guangdong) International Tourism Industry Expo

Hong Kong

June - Hong Kong International Travel Expo

3. Promotional Activities

Japan

January-February -The "My first Taiwan" tourism promotion event held in collaboration with JR East; March - 2023 Tourism promotion event in western Japan; February-March - Collaboration with the Japanese Point Company for a Prize drawing held in partnership with Japan's Ponta Point and the "Taiwan Haobu" promotion held jointly with BEAMS; May - 2023 Tourism promotion event in Tokyo; September - Taiwan tourism promotion event at TSUTAYA bookstore; November-December - Taiwan tourism advertisements displayed on the GAORA online sports channel during the Asian Winter Baseball League tournament

South Korea

June - Wi Ha-joon was announced as Taiwan tourism ambassador during a Taiwan tourism promotion event. The South Korean celebrity visited Taiwan to attend an ambassador press conference; August - Taiwan tourism promotion events in Busan and Daegu; November - Inauguration of the Busan Office

USA

April-September - Monthly participation in Taiwan Festival in New York City (TaiwanFest.NYC) ; April - Vancouver Sun Run; May - BMO Vancouver Marathon; June - "My Taiwan Story" event at The Oculus at the World Trade Center in New York; July - Promotion of Taiwan tourism in New York during Broadway in Bryant Park and SummerStage Festival in Central Park; August - Taiwan Day event hosted by the Mets; September - Taiwan tourism promotional activities in three major North American cities (Vancouver, Los Angeles, and New York) ; November - Business briefing co-organized with China Airlines

Europe

March - Taiwan tourism promotion event in Paris; June - Participation in Taste of London and co-hosting the Grevenbroich culture festival in Germany; July - Taiwan tourism promotion event in France; October - Taiwan tourism promotion event in Prague, Czech Republic. Participation in the Berlin Festival of Lights

Singapore

March - Supported a tourism industry briefing held by Miaoli County; April - Tourism promotion activities in Singapore; Supported a tourism industry briefing held by Hualien County; Outdoor advertising themes for Taiwan tourism: Advertising on double-decker buses, taxis, and the MRT ad advertisements on the North East Line and Downtown Line; June - With Garmin Southeast Asia, organized in-person and online events to promote bicycle and running tourism to Taiwan through cycling and running clubs; August - Assisted Taipei City in organizing tourism promotion events; Taiwan tourism outdoor advertising themes: 3D ads on single-decker buses and buildings, and station-wide ads at Bukit Batok MRT Station and trains on the MRT North East Line and Downtown Line; September - Assisted the Taitung County Government to hold tourism promotion events; Industry briefings were arranged in Sydney, Brisbane, and Melbourne, Australia

Malaysia

Year-round Muslim-friendly Taiwan tourism PR campaign with Ayda Jebat at Malaysian Muslim ambassador to attract fans to Taiwan for tourism; June - Tourism promotion activities in Eastern Malaysia and Brunei

Philippine

March - Philippine actress Gabbi Garcia held a fan meeting in Taiwan

Thailand

Throughout the year - Thai celebrity and Taiwan tourism ambassador Pakorn Chatborirak (Boy) participated in a press conference to encourage tourists travel to Taiwan; Year-round "Lucky Bubble Tea, Fly Me to Taiwan" campaign held with Taiwanese tea brand The Alley

Vietnam

September - Participated in Taiwan Business Council's Taiwan Week event in Binh Duong Province to promote Taiwanese cuisine. Booths were set up to promote incentive travel and the Accelerated and Expanded Inbound Tourism Promotion Program; October - Five Taiwan tourism theme tours held in Vietnam (Ho Chi Minh City, Hanoi, and Da Nang) with Taiwan-themed bus promotions

Indonesia

From September: Arranged vehicle ad promotions in the Greater Jakarta region, with 309 taxis displaying Taiwan tourism themes for three months, along with an interactive promotional prize draw

China

January -Lunar New Year hand lantern giveaway arranged with Din Tai Fung; February - Matsu-Mawei Lantern Festival; April - Taiwan Geological and Coastal Tourism Promotion Conference; September - Kinmen-Matsu-Penghu Tourism Promotion Event; November - Taiwan tourism market promotion event at Shin Kong Place (Suzhou)

Online Activities

Promoted Taiwanese tourism resources on the Weibo "Personal Travel in Taiwan" and WeChat "Impression of Taiwan" channels; March - Conducted an online conference to promote tourism resources in southern Taiwan (Alishan) ; June - Conducted an online conference to promote tourism resources in southern Taiwan (Greater Siraya and Southwest Coast)

Hongkong

January - Business and media briefing and appreciation dinner held in Hong Kong; March, June, and August - Hosted a series of seminars at Eslite Bookstore in Causeway Bay (on the themes of Diving, Family Fun, and Cuisine) ; May - Arranged a 2023 promotion and appreciation dinner in Macao and a cruise travel exhibit at MOKO Grand Century Place in Hong Kong; June - Organized the "3HKx Hong Kong Airline" hot spring seminar at the 3HK shop in Causeway Bay; August - 3HK organized the "3HK Taiwan Month Seminar Series" at its store in Causeway Bay, Hong Kong (Three sessions on the themes of: Cruise Travel, Hot Spring Travel, and Outlying Island Travel Photography), as well as a diving seminar at Global Sources Sports & Outdoor Expo during the AsiaWorld-Expo in Hong Kong; September - U Magazine travel and leisure festival held at Olympian City in Hong, with booths and seminars; December - Participation in the annual travel industry gathering organized by the Association of National Tourist Offices (ANTOR) in Hong Kong

4. "Sightseeing Along the Way" Program: Seizing International Business Travel

International business travel has steadily recovered along with the revitalization of the global exhibition industry. To encourage longer stays by international business visitors in Taiwan, the International Trade Administration of the Ministry of Economic Affairs and the Tourism Administration jointly launched the "Sightseeing Along the Way" subsidy program. The program aimed to promote economic growth by spurring development of both the exhibition and tourism industries.

Strengthening Cooperation - Bilateral Exchanges for Mutual Benefits

1. The 36th Taiwan-Korea Tourism Exchange Conference

From June 13 to 15, 2023, the 36th Taiwan-Korea Tourism Exchange Conference was held in Gangneung, Gangwon Province, South Korea. Director-General Chang Shi-chung led a delegation of nearly 70 representatives from Taiwan's travel agencies, hotels, and airlines to attend.
The meeting concluded with a commitment to revive mutual visits between Taiwan and South Korea following the lifting of border closures. Specific strategies to restart international travel were proposed, with a target of achieving three million visits between the two sides.

3. Tenth Taiwan-Vietnam Tourism Cooperation Conference

The Tourism Administration joined the Taiwan-Vietnam Tourism Cooperation Conference hosted by the Vietnam National Administration of Tourism in Thanh Hoa Province on November 27, 2023. Approximately 70 participants attended from the two sides. This was the first tourism summit to be held in Vietnam since the pandemic.

The two sides reached agreements to cooperate in a number of different areas, including ongoing promotion of Taiwan-Vietnam food exchanges, strengthening bilateral tourism promotion, linking tourist destinations, and enhancing talent training to boost the bilateral tourism market. The next meeting will be held in Taichung, Taiwan next year.

Taiwan Michelin Guide 2023

The Taiwan Michelin Guide has entered its sixth year. On August 31, 2023, 44 restaurants in Taipei, Taichung, Tainan, and Kaohsiung received star ratings, including three three-star, six two-star, and 35 one-star recipients. Taïrroir became the first Taiwanese cuisine restaurant to earn the three-star status: an accomplishment that puts Taiwan's classical cuisine on the global stage and embodies the rich cultural heritage of Taiwan.

In the 2023 Michelin Guide are 44 Michelin star restaurants (including six Green Stars), 139 Bib Gourmand listings, and 138 recommended restaurants, counting 321 establishments in all, including 148 in Taipei, 64 in Taichung, 56 in Tainan, and 53 in Kaohsiung. The variety of culinary styles showcases the diverse culinary world, environment, and depth of Taiwan, enhancing Taiwan's vibrant food culture. It also adds value to urban tourism, helping to make Taiwan a top choice as a global travel destination. In addition to enhancing the competitiveness of Taiwan's tourism and restaurant industries, it also introduces international visitors to Taiwan's cuisine and the richness and diversity of this land.