Tourism receipts, arrivals hit new highs in Taiwan
Taiwan’s tourism receipts surpassed US$11 billion in 2011, up 26.4 percent from 2010, while the number of international visitors grew by 9.37 last year to reach 6.08 million, according to the ROC Council for Economic Planning and Development.
“The two figures have both hit record highs, indicating that the ROC government’s efforts in promoting the tourism industry have paid off,” the CEPD said June 20.
Mainland Chinese visitors were the largest source of foreign tourists, the CEPD noted. The council said it expects even more mainland tourists to visit Taiwan, following an agreement between Taipei and Beijing to allow more solo mainland Chinese visitors—as opposed to those traveling in tour groups—from more mainland cities to travel in Taiwan.
The CEPD added that according to the Tourism Bureau’s statistics, Taiwan’s customs and culture, as well as its historical relics, are the two main reasons why foreign tourists come to Taiwan, while Jiufen and the National Palace Museum were the most popular traveling destinations in 2010.
“Taiwan’s religious activities are abundant and diverse, with well-known religious sites such as Kaohsiung’s Fo Guang Shan Monastery, Nantou’s Chung Tai Chan Monastery, New Taipei City’s Dharma Drum Mountain and Taichung’s Da Jia Jenn Lann Temple,” the CEPD said. “Tens and thousands of tourists flock to attend annual festivals such as the Dajia Mazu Pilgrimage, Donggang King Boat Festival and Tainan Yanshui Beehive Rockets Festival.”
The CEPD said the government is working on ways to better brand and promote religious and culture tourism to Taiwan, by integrating resources from the public and private tourism sectors.
“We have budgeted NT$30 billion (US$1 billion) for a project aimed at enhancing the quality of local tourism, which we hope will help further promote tourism and sustainable development,” the council said.
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Taiwan Tourism Bureau appoints PMACG as AU/NZ promotional agency 2012/2013
Friday, 22 June 2012
The Taiwan Tourism Bureau has officially appointed Sydney-based PMA Communications Group (PMACG) as its Australia/New Zealand promotional agency.
Announcing the appointment the Director of the Taiwan Tourism Bureau in Singapore, Arthur C.M.Hsieh who holds responsibility for the Australia/New Zealand region said the company’s activity on behalf of the national tourism office would encompass strategy, creative, media, PR and event management on both sides of the Tasman.
Mr Hsieh added that the agency would work very closely with the Taiwan Tourism Bureau’s Sydney-based Marketing Representative – Australia/New Zealand, Ms Pearl Lee on a day-to-day basis for the duration of the contract period.
A critical component of the overall agreement, he said, would be addressing visitor arrival targets which the bureau expects to see increase exponentially in the coming 12 months.
“Taiwan is very much a multi-faceted destination offering a host of new and exciting travel opportunities to the Australian and New Zealand markets,” Mr Hsieh said.
“Our destination is full of surprises – we literally tick all the boxes with our unique culture, our quality, gourmet food experiences, fantastic shopping, superb spa and hot spring facilities, affordable, very easy to use transport systems and sightseeing.
“Add to that we offer a huge range of soft adventure activities ranging from trekking and mountain climbing to surfing some of the best waves to be found anywhere in northern Asia.
“Accommodation wise, we are geared to suit every type of traveller irrespective of their taste, requirement and budget.
“We really are a new and exciting choice for the Australian and New Zealand markets, both as a long stay destination or equally, as a new, alternative and interesting stopover destination for Europe bound traffic.
“We are delighted to be working closely with PMACG in the coming 12 months.”
Day to day management of the Taiwan Tourism Bureau account by PMACG will be headed by Elissa Kent supported by Group Business Director, Matt McCarthy and Senior Communications Adviser, Mike Parker-Brown.
PMACG Managing Director, Paul McCarthy said the Taiwan Tourism Bureau appointment represented a major coup for the company at a time where it was moving to strengthen its stance as a leading communicationsprovider on the international tourism scene.
“This was an open pitch process that PMACG was extremely pleased to win and secure,” â¨Mr McCarthy said.
“Having the Taiwan Tourism Bureau on board not only represents a coup for our brand, it also reflects our ability, our diversity of skills and our experience in being able to deliver.” (Source: Etravelblackboard 22 June 2012)
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