Agency unveils southern Taiwan tourism campaign
By Shelley Shan / Staff reporter
The Tourism Administration yesterday unveiled a new marketing campaign — which includes airline partnerships, travel platforms, tourism products and international content creators — to attract international visitors to southern Taiwan.
The Check in and Discover Southern Taiwan campaign, organized by the Siraya National Scenic Area Administration, brings together four national scenic areas — Southwest Coast, Siraya, the Maolin National Scenic Area and Dapeng Bay — to promote the region as a diverse destination for overseas and independent travelers.
The campaign offers more than NT$10 million (US$315,298) in travel incentives through partnerships with EVA Air, ezTravel and Klook, officials said.
Tourism Administration Deputy Director-General Huang Ho-ting, second row, center, and representatives of the tourism and aviation industries hold placards at a news conference in Taipei yesterday.
Photo courtesy of Tourism Administration
The campaign goes beyond destination exposure by connecting marketing with bookable travel products, aiming to turn international interest into actual arrivals, they said.
Tourism Administration Deputy Director-General Huang Ho-ting (黃荷婷) said that southern Taiwan offers a wide range of experiences, from salt fields, fishing villages and rural landscapes to mountain communities, indigenous cultures and coastal destinations.
EzTravel has launched a dedicated Discover Southern Taiwan Web page featuring 32 travel products, with NT$500 discounts available on up to 20,000 bookings, for a total value of NT$10 million. The offer runs through Nov. 30 or while supplies last.
Klook is offering discounts on 30 southern Taiwan travel products through Nov. 30. Taiwanese can receive NT$200 off through 200 promotional codes, while Hong Kongers can receive HK$50 off through 300 codes.
EVA Air is also offering 200 vouchers to eligible travelers who purchase tickets through its Web site or buy flight-and-hotel packages through participating Hong Kong travel agencies.
Each traveler can redeem two of four packages: a cruise on the Tsengwen Reservoir (曾文水庫) in Chiayi County’s Dapu Township (大埔), shopping vouchers at the Jingzaijiao Salt Fields (井仔腳瓦盤鹽田) in Tainan’s Beimen District (北門), a craft activity run by the Maolin National Scenic Area Administration in Kaohsiung’s Liouguei District (六龜) or a two-hour electric bicycle rental at Dapeng Bay (大鵬) in Pingtung County’s Donggang Township (東港).
The campaign also targets Hong Kong, Malaysia and Japan through tailored content campaigns. Creators from each market have been asked to highlight aspects of southern Taiwan, including indigenous culture, nature, local food, traditional markets and everyday life.
Siraya National Scenic Area Administration Director Hsu Chu-lung (許主龍) said the campaign is designed around a longer-term model of “airline traffic, product conversion, platform bookings and content promotion,” with the goal of giving international travelers a reason to discover southern Taiwan as well as an immediate reason to visit.
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