The Taiwan Tourism Administration (TTA), recently organised a unique partially funded familiarisation (FAM) tour to Taiwan for select Indian travel trade professionals, introducing a new approach to destination engagement that focuses on commitment, collaboration and long-term market development.
Unlike traditional fully hosted familiarisation tours, where participation is entirely sponsored by destinations, this initiative adopted a co-investment model, with funding support from the TTA alongside contributions from participating travel professionals. The approach was designed to encourage participation from travel partners who demonstrate genuine intent and commitment towards promoting Taiwan as a preferred destination for Indian travellers.
The initiative brought together a mix of leisure, groups, M.I.C.E. and luxury operators and industry professionals, who experienced Taiwan beyond conventional itineraries – gaining first-hand insights into its diverse tourism offerings. The seven-day itinerary showcased Taiwan’s remarkable diversity, taking participants through iconic attractions such as Sun Moon Lake, Kaohsiung’s vibrant waterfront, the Fo Guang Shan Buddha Memorial Center, Jiufen Old Street, Taipei 101 and the historic Longshan Temple.
The programme combined culture, heritage, nature, adventure and lifestyle experiences, including high-speed rail travel, indigenous cultural encounters, whale and dolphin watching, tea tourism, traditional arts, night markets, premium shopping, and site inspection of selected hot-spring resorts for the participating travel trade representatives. The itinerary highlighted Taiwan’s strong appeal across leisure, group, M.I.C.E. and luxury travel segments, offering Indian travellers a rich blend of authentic and contemporary experiences.
Speaking about the initiative, Paul Shih, Director – Singapore Office, TTA, highlighted that the objective was not merely to organise another trade visit, but to create a platform where participating agents become stronger destination advocates through personal experience and deeper engagement.
“Travel trade remains one of the most influential channels in destination marketing. When travel professionals experience a destination with genuine intent, the impact extends far beyond the duration of the visit. They return with confidence, knowledge and the ability to inspire their customers,” Shih added.
The co-funded model represents a shift in how destination familiarisation programmes can be structured, moving from participation based purely on sponsorship towards a partnership approach built on shared commitment. By encouraging travel professionals to invest alongside the destination, the programme attracted participants who were motivated to actively develop Taiwan-focused travel products and promote the destination within the Indian market.
Participants returned with strong enthusiasm for Taiwan, having gained a more authentic understanding of the destination’s tourism potential and its suitability for varied Indian traveller segments.
Shih further opined that TTA believes that such collaborative initiatives can help create stronger connections between destinations and the Indian travel trade ecosystem. The success of this programme reinforces the importance of meaningful engagement, where travel professionals are not only visitors but become long-term partners in destination promotion.
The initiative also reflects Taiwan’s continued efforts to strengthen its presence in the Indian market by working closely with the travel trade and developing innovative marketing strategies that generate sustainable demand.
