TAIWAN - A vision for Taiwan

TTGasia, Nov 17 - 23, 2006 / No.1502

Taiwan Tourism Bureau director-general, Hsu Wen Cheng, shares his strategic plans with John Westbrook.

What is your vision for Taiwan’s tourism industry in the coming year?

Our vision is to turn Taiwan into one of Asia’s top travel destinations.

Taiwan certainly has significant potential for tourism development. We have an abundance of natural and cultural resources, a reputation among international travellers as a friendly and hospitable people, warm weather and excellent infrastructure.

Over the past three years, we have achieved impressive results through the combined efforts of the central and local governments under the Doubling Tourists Arrival Plan.

We have developed and improved tour routes, established travel service networks, rolled out international promotions and advertising campaigns and created an even more visitor-friendly travel environment.

Which areas are not being tapped or are unexplored?

Taiwan has 264 mountains rising more than 3,000m high, including East Asia’s highest peak, Yushan (Mt Jade) at 3,952m, canyons, rugged coasts, golden beaches, volcanic terrain and hotsprings.

In terms of culture, Taiwan has been enriched by Austronesian, Chinese and Japanese influences.

The potential for cultural tourism in Taiwan could be more fully realised by incorporating these cultural assets in packaged tours or by developing new sites and creating distinctive products.

Please outline Taiwan’s international tourism marketing strategy for 2007

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