Extensive Campaign to Attract More Malaysian Visitors to Taiwan

The number of Malaysian travellers to Taiwan will increase significantly this year as part of an energetic campaign by the Taiwan Visitors Association (TVA) to attract holidaymakers to Taiwan claimed Mr. Philip Chao, Taiwan Visitors Association regional director for South East and South Asia.

Mr. Chao anticipates that more than 100,000 Malaysians will travel to Taiwan this year, a significant increase over the 2004 figures of 90,000. He commented that the figures have been growing steadily over the past decade and this indicates that Taiwan is now a leading destination for Malaysian holidaymakers.

Some RM1 million has been earmarked for promotions by TVA in both the Malaysian and Singaporean markets to ensure that the arrival figures into Taiwan continue to grow. “Due to growing regional confidence, more Malaysians are travelling overseas these days and there are many destinations that appeal to them so TVA has to highlight the many natural and cultural attractions that Taiwan has to offer in order to secure more tourists. Perhaps these are not as well known as they could be so we intend to continue to raise Taiwan’s tourism profile through a comprehensive advertising and the media campaign throughout the country.”

TVA is heavily promoting the country through the use of popular Taiwanese singer A-Mei as its official tourism ambassador. “A-Mei is very well known amongst our target audience and she proudly communicates her love of Taiwan and her strong cultural roots,” said Mr, Chao.

The private sector is also playing its role in supporting the official campaign funded by the TVA. Many Taiwanese travel companies have realised the huge potential there is in attracting more Malaysians to Taiwan and are working closely with their Malaysian counterparts to aggressively promote the country through offering attractive packaged holidays and special deals for independent travellers.

Some of the destinations that are being marketed apart from the bustling capital of Taipei are the coastal highway drive between Suao and Hualien, Sixty Stone Mountain, Hongye Hot Springs, Fo Kuang Shan and Yangmingshan. “Taiwan is known as the beautiful island and its natural features making it very appealing to  Malaysians”, said Mr. Chao. He continued: “The ruggedly mountainous island has so many attractions and the native people of Taiwan provide a very interesting cultural perspective for tourists. Naturally the shopping and food are without equal so we know there is something here for most Malaysian travellers.”

Another appealing feature of Taiwan is that it is a country that experiences four seasons like many temperate locations. “Malaysians can enjoy these various seasons at costs far less than the more popular and expensive destinations such as Europe and the United States.” Mr. Chao remarked.

TVA started their campaign in Malaysia this year with a substantial investment and commitment to the recent 19th MATTA International Travel Fair (MITF) 2005 held in Kuala Lumpur in March. “TVA had some 50 representatives at the travel fair and over 3,000 Malaysians bought tours or flight tickets to Taiwan from TVA’s  partner travel agents at the fair,” said Mr. Chao. Similar campaigns are planned for MATTA fairs in both Penang and Kuala Lumpur later this year.

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