Taiwan is a rising star in the tourism game as it seeks to carve a niche as a sought-after tourism destination. Its efforts to woo tourists hearken back to 2002 with its “Double Tourists Arrival Plan” and more recently,“Visit Taiwan Year” launched in 2004 by the Tourism Bureau of the Ministry of Transportation and Communications (MOTC).
“Visit Taiwan Year”, aimed to promote tourism development, cast off the shadow of SARS and rapidly boost the number of tourists to Taiwan.
Taiwan is currently in the midst of its “Three-year Tourism Development Stimulus Plan” (2007-2009). The tourism bureau plans to give rise to an attractive, unique, visitor-friendly and high-quality travel environment in Taiwan. This also includes heightened efforts to promote Taiwan’s tourism attractions and to meet the needs of both domestic and international travellers and enable the sustainable development of tourism in Taiwan.
Events like the Beijing Olympics and World Games in Kaoshiung are also leading Taiwan to formulate its tourism promotion plans. The tourism bureau plans to carry out a “Tour Taiwan Years 2008-2009” plan based on the successful example of “2004 Visit Taiwan Year”. The plan will combine government and private sectors resources and strengths to provide incentive and promotion measures for domestic and foreign travel operators and visitors.
Drawing from the projections by the World Travel and Tourism Council that global tourist numbers will grow by five percent annually, the Tour Taiwan Years aims to increase the number of inbound visitors to Taiwan by seven percent from the 2007 base level to bring the total to 4.25 million visits in 2009, generating tourism receipts of NT$192.1 billion (US$6.3 billion).
The Tour Taiwan Years will have a budget of approximately NT$1 billion from MOTC with the overarching plan to create an atmosphere for the scheme. To create atmosphere for Tour Taiwan Years, there will be welcome banners, posters, wall stickers and sign stands at major transportation hubs and visitor centres.
The public will also be encouraged to be a “good host” by actively inviting and enthusiastically welcoming visitors and sharing the unique qualities of Taiwan with visitors.
Taiwan is also well-known for its festivals that are characteristic of the country from both the domestic and foreign tourist perspectives thus adding to its international appeal. The festivals and events will be promoted through multi-language tourism event calendars, travel agents and media channels.
There have been also special activities like the “99 Hohuan” event that invited 99 couples from Hong Kong, Singapore, Malaysia, Japan and Korea for a photography session. The goal of the activity is to promote honeymoon and wedding photography in Taiwan.
Finally, a new tourism brand image will also be established and promoted internationally, aimed at three groups – international tourists, inbound travel agents in Taiwan and outbound travel agents abroad. This new tourism brand image will be used in global publicity and promotions in 2009.
