Taiwan’s post-pandemic revival in the Indian market has been strong since it re-entered the Indian market in Jan 2024. The destination recorded a robust over 20% growth last year, though its ingenious 360⁰ market-specific strategies led by Taiwan Tourism Administration’s (TTA) particular focus on building MICE business.
Continuing its MICE-focused approach, Taiwan Tourism Administration (TTA) is now gearing up to unveil a market-specific Digital OOH (Out of Home) campaign aimed at the strategic targeting of corporate houses in Mumbai, India’s financial capital.
Being rolled out at some of the most sought-after Corporate and Business hubs of Mumbai like the Technopolis Knowledge Park, 349 Business Point, Platina Business Tower, Trade Centre BKC, and many other such landmarks, the initiatives is aimed at helping enhance the visibility and allure of Taiwan’s tourism offerings and showcase Taiwan as leisure and MICE destination right before one of the biggest travel seasons in India. This activation aims to capture the attention of the target audience, showcasing the country’s rich cultural heritage, natural beauty, and vibrant experiences through robust artwork and a call to action.
The campaign will help bring the destination visibility to tens of thousands of leading Indian corporates and businesses and their decision-makers for corporate travels, MICE and business trips and millions of HNI executives, professionals and visitors, during the four-week-long campaign period.
Speaking of the initiatives, Paul Shih, Director – Singapore Office, TTA, said, “Taiwan Tourism entered into Indian market after the pandemic with full thrust to entice the Indian MICE industry and large events. With the DOOH campaign in Mumbai, we are thrilled to embark on a journey of promoting Taiwan in the incredible market of India. Our goal is to showcase the unique experiences and our potential to host MICE movements from India. Through strategic promotions, we aim to captivate the Indian corporates companies and the leisure travellers, inviting them to discover the richness of our landscapes, the warmth of our people, and the vibrant tapestry of our traditions.”
TTA’s focus on building MICE business from India has resulted in significant growth in the segment. Taiwan was recently the destination of Asian Paints’ large
incentives group, one of the biggest incentives groups emanating from India recently. Shih further informed that Taiwan will continue to focus on Incentives coupled with the luxury travel segment from India through various strategic campaigns, while continuing to work closely with the travel trade, ensuring Taiwan remains a top travel choice.
TTA has engineered it’s post-pandemic grand revival in the Indian market by scripting engaging PR activities, trade partnerships, hosting roadshows and FAM trips for trade, media and influencers, and digital activations, as well as participating at various shows and consumer activations to showcase the destination to the Indian travel fraternity and consumers.
In the very first year since it re-entered the Indian market in January 2024, Taiwan recorded 38,158 Indian visitors, registering a strong 20.81% growth last year from a market that overall grew at just about 8.5% in overseas travel. This is nearly 2.5 times the growth of the Indian outbound market, a testimony of TTA’s highly successful destination marketing campaign in the Indian market.
