In 2002, as part of its "Challenge 2008" development plan to transform Taiwan into a "green silicon island," the government set a target of doubling the number of visits by foreigners to 5 million per year by 2008. The plan entails the development of facilities in the vicinity of scenic spots around the island, creation of a tourist information network and an international advertising campaign.
Several government agencies play a role in the plan, with the Tourism Bureau leading the way. At the end of 2003, it completed development of the Southwest Coast National Scenic Area along the coast of Yunlin, Chiayi and Tainan counties, including such attractions as ecological parks, the Cigu Saltern and Dutch-built Fort Zeelandia. The range of related activities is broad, including a project undertaken by the National Council for Physical Fitness and Sports to develop a national bicycle path system and renovation of Terminal 1 at Chiang Kai-shek International Airport. The Tourism Bureau has improved hotel standards, promoted more systematic use of the international five-star rating system, and encouraged hostels run by the China Youth Corps to join the International Youth Hostel Association.
The bureau has also placed advertisements in the international media. In Japan, for example, this has centered on the character "Mr. Tea," playing on the Japanese fondness for Taiwanese tea in advertisements on television, in magazines and newspapers and on train posters. In Europe and the United States, the bureau has run advertising on the Cable News Network and Discovery Channel. In the United Kingdom, it has designed print-media advertisements to lure the country's many bird watchers.
Other marketing strategies include teaming up with the nation's airlines and travel agencies to offer bargain package tours and even free half-day tours for transit passengers.
To encourage foreigners to visit the island, the government has also relaxed rules on landing visas. In the past two years, for example, citizens of Malaysia and South Korea have been allowed to stay for up to 30 days without having to apply for a visa in advance. “As for Saudi Arabia, it is easy to get visas. Saudis will not have any problem,” says Fareed Hwang Jieh-shan, director, information division, Taipei Economic & Cultural Representative Office. In an effort to enhance Taiwan's image as a place for shopping, the promotional campaign includes offering value-added tax rebates to foreign visitors. As of the end of 2003, three months after the program had been in effect, foreign visitors had received more than $230,000 in rebates for purchases made at designated stores.
The recent surge in arrivals of foreign visitors is especially gratifying in view of setbacks experiences all over East Asia. The see-Taiwan campaign launched in 2002 was disrupted by the outbreak of SARS in the spring of 2003.
Meanwhile, the bureau's overseas offices have redoubled their efforts to promote Taiwan. They have made presentations at trade shows, arranged for media representatives to visit Taiwan and developed liaisons with tourism organizations.
Antje Paproth at the Taipei Tourism Office in Frankfurt says her efforts have met with success in German-speaking countries. "As most people don't think of Taiwan as a tourist destination, they are surprised to learn what variety this country offers." Seasoned travelers are always on the lookout for new and interesting destinations, she said.
Paproth said business travel was also boosting the tourism sector. Visiting businesspeople commonly take a few days off from work to explore the island.
