Taiwan Tourism Bureau Partners with Mumbai Metro To Promote Taiwan Tourism

Marketing | August 14, 2019 | Press Release

Taiwan Tourism Bureau (TTB) Mumbai Metro Taiwan Tourism

The Taiwan Tourism Bureau (TTB) had partnered with the Mumbai Metro, a rapid transit system serving the city of Mumbai, and the wider metropolitan region, to expand awareness of Taiwan as a destination and promote tourism. Dr. Trust Lin, Director, Taiwan Tourism Bureau, Singapore Office, flagged off the train wrapped in colourful campaign images., featuring photos of the vibrant imagery and highlighting the great variety of holiday experiences offered by Taiwan, ‘The Heart of Asia’, as well as its rich history and scenic beauty. Also present at this launch were guests and dignitaries from Taipei Economic and Cultural Center in India (TECC) and Taiwan External Trade Development Council (TAITRA).

This campaign was a part of TTB’s continued efforts to raise awareness among Indian travellers and increase the number of Indian visitors to Taiwan. Underscoring the importance of India as a tourist market, over the past year, TTB has increased its marketing budget for India by six-fold, taking it to US$1.2 million annually. Additionally, Indian nationals who hold a residency or valid visa for the United States, Canada, the Schengen states, the United Kingdom, Japan, South Korea, New Zealand or Australia are now entitled to a free Taiwan visa, which can easily be applied for online.

TTB, together with Cathay Pacific and Singapore Airlines, are also offering some special fares and transit offers for travelers to Taiwan. Cathay Pacific is offering special return all-inclusive air fares to Taipei from Bangalore at RS. 33,802, Chennai at RS 30,817, New Delhi at RS 36,600, Kolkata at 30,222 and Hyderabad at RS. 36,500 (terms and conditions apply), while Singapore Airlines has offers for transit visitors to Taiwan who fly through Singapore like airport vouchers and free city tours (terms and conditions apply).

The Indian market is one of the fastest growing markets in the world and Indian travellers are amongst the world’s highest spenders. In the first half of the year 2019, there was a 6.8% increase of Indian visitors to Taiwan.  TTB has listed India as one of the focus countries for its New Southbound Policy targeting South and Southeast Asia and have allocated significant budgets of more than US$1 million to attract tourists from India.

Aiming at a goal to establish Taiwan as a year-round destination of choice with top of mind recall for Indian travelers, TTB had planned a host of marketing activities to help grow the share of the Indian travel segment to Taiwan.  A “2 20:20” strategy was put in place last year to grow the Indian traveller segment by 20 per cent by the year 2020. The aggressive outreach strategy included road shows and tie ups with Indian media companies, such as multiplex chain INOX Leisure Limited, to film and shoot a television series in Taiwan. A series of television commercials were also rolled out in the coming months. The campaign also promoted Taiwan as a multifaceted destination while also enhancing specialised segments, such as golf clubs and cruises to drive the top 2 per cent of the Indian market.

The Taiwan Tourism Bureau (TTB) had partnered with the Mumbai Metro to expand awareness of Taiwan as a destination and promote tourism.

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