taiwan tourism association

Taiwan Tourism Bureau is now known as Taiwan Tourism Administration

Friday, September 22, 2023 Favorite

On September 15, 2023, Taiwan’s tourism sector reached a significant milestone as it transitioned from being a Bureau to a full-fledged Administration.

Chou Yung-Hui, the former bureau chief, has been appointed as the first Director-General of the newly formed Taiwan Tourism Administration. This change reflects the Taiwanese government’s commitment to further enhancing the country’s tourism industry.

The Ministry of Transportation and Communications has expressed its confidence in Chou Yung-Hui’s leadership and vision for Taiwan’s tourism sector. One of the ambitious goals set for the Administration is to attract a total of 12 million visitors to Taiwan in 2024. This indicates the government’s dedication to promoting Taiwan as a premier destination for travelers from around the world.

To celebrate this significant development, the Taiwan the Lucky Land Campaign has introduced a new pre-paid card prize for participants. The campaign is designed for independent travelers (FITs) planning trips to Taiwan. Participants have the chance to win prizes valued at NT$5,000, which is approximately equivalent to S$210. These prizes can be used within Taiwan and are available for participants until June 30, 2025.

To qualify for the Taiwan the Lucky Land Campaign, participants must meet specific criteria, including holding foreign (non-ROC) passports, planning to stay in Taiwan for a duration of 3 to 90 days, not being part of tour groups, and not applying for any group-related ROC travel incentives. This campaign aims to attract and reward individual travelers who wish to explore Taiwan independently, promoting a diverse and immersive experience of the country.

The prizes offered in the campaign come in the form of a pre-paid (E-ticket) card or a set of accommodation vouchers. These prizes are valid for up to 90 days after issuance, providing flexibility for winners to use them during their travels in Taiwan.

The elevation of Taiwan’s tourism sector to an Administration, along with initiatives like the Taiwan the Lucky Land Campaign, underscores the country’s commitment to providing exceptional experiences to visitors and fostering tourism growth in the years ahead. With Chou Yung-Hui at the helm, Taiwan’s tourism industry is poised for exciting developments and increased international recognition.

Tags: Taiwan Tourism Administration , Taiwan Tourism Bureau

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Overview 

Travel Tourism Market                                           

Sources: National Travel and Tourism Office with the U.S. Department of Commerce 

The United States is the top long-haul destination for Taiwan’s outbound travelers. According to the National Travel and Tourism Office of the U.S. Department of Commerce, the United States welcomed 50,470 tourists from Taiwan in 2021. Though the pandemic depressed these inflows, travel volumes have begun to return to their pre-Covid levels over the past two years. In 2022, the U.S. welcomed 137,085 tourists from Taiwan, which was a three-fold increase over the previous year.  

According to the National Travel and Tourism Office in the U.S. Department of Commerce, in 2020, 37% of Taiwanese tourists came to the United States to visit friends and relatives, 29% were taking a vacation or holiday, 21% were doing business and 7% were attending conferences and trade shows. Taiwan tourists took an average of 69 days to finalize their travel plans, and 8% booked a prepaid package. The average Taiwan visitor spent thirteen to twenty-eight nights in the United States, and they visited an average of 1.2 states. 

The increasing ease of travel between the United States and Taiwan has led to strong gains for the U.S. tourism market.   Taiwan was admitted to the United States’ visa-waiver program in 2012 and joined the Global Entry program in 2017. Because of these changes, the majority of Taiwan’s tourist and business travelers can now travel to the United States without a visa.

As Taiwan’s travel market continues to mature, international travel is shifting towards Foreign Independent Travelers (FIT), which describes individuals who design their itinerary around personalized packages of special interest tours, flights, car rentals, and accommodations.  More than 80% of the visitors from Taiwan to the United States are FITs. Demand is expected to grow for niche travel experiences such as sports travel, adventure tours, health and wellness vacations, honeymoon tours, gastronomic holidays, cruise tours, and youth study travel.  

Leading Sub-Sectors 

In 2020, California was the most popular destination for Taiwan tourists in the United States by far, with more than half of all Taiwan tourists visiting the state, followed by Washington state and New York state.  The top American cities for Taiwan tourists are Los Angeles, San Francisco, New York City, Las Vegas, Seattle, San Jose, Chicago, Boston, San Diego, and Anaheim. New attractions in other American gateway cities could be highly successful among Taiwan tourists.   

In 2020, Taiwan visitors enjoyed a diverse range of activities in the United States including shopping (88%), sightseeing (69%), fine dining (40%), visiting national parks/monuments (29%) visiting small towns/the countryside (29%), visiting art galleries/museums (15%), and visiting historical locations, cultural/ethnic heritage sites, casinos/gaming, ad etc.  

The main sources of travel information for Taiwan tourists are airlines (44%), personal recommendations (41%), travel agency offices (21%), travel guides (19%), online travel agencies (19%), and corporate travel departments (8%).   

Opportunities 

American travel agencies can be directly represented in Taiwan by a representative office or by designating a General Sales Agent (GSA). They can also work with airlines and state tourism promotion organizations to conduct familiarization tours for Taiwanese tour guides and media personnel. Partnerships with these travel tour guides and media personnel are an efficient way to promote new American destinations, attractions, hotels, and restaurants to Taiwan tourists. 

The Taiwan travel and tourism industry is increasingly digitized.  Taking advantage of this trend and Taiwan’s high internet penetration rate (93%), CS Taiwan has supported U.S. Convention and Tourism Bureaus by running eCommerce promotion initiatives, webinars and social media campaigns in Taiwan for their destinations and attractions.  

The U.S. Commercial Service in Taiwan also offers other cost-effective services such as Single Company Promotion (SCP) or Gold Key Matching Service (GKS) to help American destinations or suppliers to expand their presence in Taiwan, or to find the right sales agents. 

Major Air Routes to the United States and Hubs  

Before the COVID-19 pandemic, there were about 800 weekly flights between Taiwan and the U.S., including 110 direct flights from Taiwan to U.S. gateway cities. Over the past two years, flight frequency from Taiwan to the United States is gradually returning to its pre-pandemic level. By the end of 2023, the number of flights between Taiwan and the U.S. is projected to return to at least 80% of its pre-COVID 19 level.  United Airlines provides daily services from Taiwan to the United States via Japan and operates daily non-stop service from Taipei’s Taoyuan Airport to San Francisco. Taiwan carrier EVA Air recently announced it will offer three flights a day between Taoyuan to Los Angeles and San Francisco. EVA Air also plans to increase its number of weekly flights from Taoyuan to Chicago from three to seven. China Airlines currently provides daily flights to San Francisco and Vancouver and operates 17 flights a week to the greater Los Angeles area.

In April 2023, the newly established Taiwan airline company, STARLUX Airlines, launched its first long-haul route from Taoyuan to Los Angeles, which will offer daily flights. The company is planning to open a route to San Francisco by the end of 2023.  

The travel situation from Taiwan to the U.S. after COVID-19  

In October 2022, Taiwan eased border controls and eliminated the quarantine requirement for foreign arrivals. In 2022, the cap on foreign arrivals tripled from the year before to more than 130 thousand.   

U.S. Customs and Border Protection office ended quarantine and full-vaccination requirements for foreign visitors in March 2023. The National Travel and Tourism Office of the U.S. Department of Commerce estimates that the easing of these restrictions will lead to a 139% increase in inbound travelers from Taiwan to the United States. 

The return of Taiwanese students for in-person programs is further spurring Taiwanese travel to the United States. While visiting friends/family studying in the United States, many Taiwanese also seek out local U.S. tours.  

Despite price spikes in the U.S., on a recent survey Taiwanese travelers expressed a willingness to pay more when traveling internationally: 72 percent of the interviewees are willing to spend more than they spent on their last overseas trip; among those, 85 percent would accept a 20 percent increase, and 12 percent would accept a 21 percent to 40 percent price increase. 

Web Resources 

• National Travel and Tourism Office  
• Discover America Committee in Taiwan (http://www.discoveramerica.org.tw/PDF/DAC_Membership.pdf)
• Brand USA Taiwan Representative Office (http://www.gousa.tw/)
• Tourism Bureau, Ministry of Transportation and Communications   
• Taipei Tourism Exposition Organizer (https://www.tite.com.tw/en/)
• Taipei International Travel Fair Organizer  

Establishing an Office  

When establishing a subsidiary, branch, or representative office in Taiwan, there are logistical issues to consider and an array of forms and procedures to complete. A Chinese language company name is also required. It is strongly recommended that new firms consult with local attorneys and accountants to identify relevant industry issues and complete all necessary steps for establishing a new entity.   

The Ministry of Economic Affairs (MOEA) provides information on investing and setting up a company in Taiwan through the InvesTaiwan office. InvesTaiwan can also be reached by phone at +886-2-2311-2031. 

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Taiwan's culture is fine and diverse. At each corner, one can find some unique stories and local sentiments to enjoy. You are cordially to travel in Taiwan and discover people's lifestyles. The beautiful island has many off-the-beaten-track destinations to offer. Why not savor Taiwan's culture and nature and meet our hospitable locals!

Friendly, wise and full of wonderful experiences – Taiwan cordially awaits you!

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The Opening of the Taiwan Tourism Information Center in Jakarta Ready to Help Indonesian Tourists Visit Taiwan

Today the Taiwan Tourism Bureau together with the Taiwan Visitors Association and Ambassador John Chen, representative to the Taipei Economic and Trade Office (TETO), inaugurated the new Taiwan Tourism Information Center in Jakarta. The Center is located at the Intiland Tower building, 1st Fl, Jl. Jend. Sudirman Kav 32, Jakarta Pusat.

The new Taiwan Tourism Information Center offers Indonesian tourists easy and comprehensive access to information about Taiwan, including recommended tourist attractions, halal restaurants, exciting shopping places, and instagrammable places suitable for young travelers.

The Director of International Affairs for the Taiwan Tourism Bureau, Mr. Ease Huang, said, “The inauguration of the Taiwan Tourism Information Center in Jakarta shows the Taiwan government’s dedication to welcoming Indonesian tourists. In addition to strengthening tourist exchanges and tourism development between the two countries, this Information Center also aims to strengthen the already close relations between Taiwan and Indonesia.”

The Director of the Taiwan Visitors Association, Ms. Fanny Low, said that their office is ready to help Travel Agents in designing unique and interesting tour packages. With Airlines, the office will offer a co-promotion tour package to Taiwan. In terms of the Media, the office will arrange various programs that are guaranteed to be very exciting and fun. Although based in Jakarta, the team is ready to work with various cities throughout Indonesia.

Taiwan is one of the world’s most popular tourist destinations, and based on Globe Spots, Taiwan is one of the top 10 countries that must be visited in 2019. In line with the theme of "Time for Taiwan," the country offers beautiful scenery, friendly people, very delicious food, exciting shopping, and various activities with which to enjoy a memorable holiday.

In addition, Taiwan is also proud of its advanced technology industries, such as in the electronics, computer and communications sectors, and an excellent fast train transportation network that connects cities such as Taipei, Taichung and Kaohsiung. These aspects provide special points of interest for both leisure tourists and MICE visitors.

In regard to Muslim tourists, in 2019 MasterCard designated Taiwan as the third most favorite Muslim-friendly tourist destination among non-Islamic countries. Taiwan has nearly 200 restaurants and hotels with halal certifications as being Muslim/Muslim friendly, which is a very welcoming attraction for Indonesia’s Muslim tourists.

In addition, in order to facilitate the visa process for Indonesian tourists the Taiwan Government provides visa exemptions for those who meet certain requirements. You can easily get all of this information from the new Information Center that was opened today. Please contact us for full details.

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Taiwan’s new tourism brand conveys waves of seasonal highlights

The Taiwan Tourism Administration has unveiled Taiwan Tourism Brand Version 3.0, titled Taiwan – Waves of Wonder, which utilises wave-like designs to illustrate the seasonal highlights the destination and its year-round welcome.

The new identity is supported by innovative brand elements, including an animated short film and a promotional song composed by award-winning musician Chris Hou.

The new logo of the Taiwan tourism brand integrates imagery such as Taiwan’s mountains, oceans, winding roads, and railways, presenting a design with wave-like contours. It adopts the orange tones of sunrise to not only align with the “warmth and vitality of the previous brand”, but also to symbolise the future development of Taiwan’s tourism industry.

The new branding is aimed at bolstering Taiwan’s efforts to attract a greater number of international tourists.

Taiwan – Waves of Wonder  replaces the  Taiwan – The Heart of Asia branding, which was promoted globally for 13 years.

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Younger people less likely to visit china, data shows.

• Staff writer, with CNA

There has been a significant generational difference in those who travel to China among Taiwanese over the past 16 years, with younger travelers less likely to visit the country, a breakdown of national travel statistics showed.

Since direct aviation links were opened across the Taiwan Strait in 2008, Taiwanese visited China 38.15 million times as of the end of last year, making it the second-most popular outbound destination for locals after Japan (39.55 million visits), the Tourism Administration said.

People aged 50 to 59 visited China the most, with 9.42 million visits, followed by people aged 40 to 49 with 9.35 million visits.

People walk around Oriental Pearl Tower in Shanghai on Jan. 16.

Photo: EPA-EFE

On the other hand, younger travelers, aged 20 to 29, accounted for 2.9 million visits.

By comparison, people aged 20 to 29 visited Japan 6.55 million times during the same period, or 125 percent more than the visits to China, statistics showed.

High Quality of Travel Association public relations representative Ringo Lee (李奇嶽) said he observed that older generations are more likely to visit China for leisure travel compared with younger Taiwanese.

Part of the reason was the nature of Chinese travel, which emphasizes scenic beauty and history, he said.

“[Younger people] prefer lively, popular, glamorous and shopping-oriented experiences, enjoying food and buying things. They don’t visit temples,” he said.

Young people might think traveling to China is not cool, said Huang Cheng-tsung (黃正聰), an associate professor at Providence University’s Department of Tourism.

“If young people take photos in China and share them, they might not receive positive feedback,” he said.

Cultural affinity also affected people’s choice of destination, Lee and Huang said.

Older generations have a greater understanding of China due to the education they received, resulting in higher interest in the country, they said.

Politics has also factored into travel decisions and perhaps made younger people more reluctant to travel to China over the past few years, Lee said.

After President Tsai Ing-wen (蔡英文) took office, the number of people traveling to China continued to rise, reaching a peak of 4.17 million in 2018.

However, that number began to decline in 2019, particularly in July and August, coinciding with the massive protests in Hong Kong.

Travel to China took a massive hit because of the COVID-19 pandemic and has been extremely slow to rebound, largely because of Taiwan’s continuous ban on group travel to China, Lee said.

When China’s border reopened last year, Taiwanese visited the country 1.76 million times, compared with more than 4 million visits a year before the pandemic, data showed.

Taiwan initially planned to resume organized tours to China in August last year, but later postponed it to February as cross-strait tensions persisted.

However, Beijing had not agreed to allow its tour groups to visit Taiwan, and the government decided once again to ban local tour groups from visiting China in the name of reciprocity.

As a result, while tours scheduled between March 1 and May 31 were able to proceed, those scheduled for after June 1 were canceled.

The policy change was regrettable, Lee said, citing high booking demand, particularly for tours to Xinjiang Province and Inner Mongolia in China.

“Of course, we hope that tourism exchanges between the two sides can be restored as soon as possible,” Lee said, adding that cross-strait tourism accounts for about 40 percent for Taiwan’s aviation and travel sector.

Huang said that even if cross-strait tourism completely reopened, Taiwanese visits to China might only reach about 80 percent of pre-pandemic levels due to political factors.

“China’s stance toward Taiwan has been quite firm in recent years,” Huang said. “Many people may not feel comfortable with this.”

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