Miaoli’s rise to prominence was startling, as it has always been overshadowed by its neighbors. Its agricultural output falls far short of Taichung County to its south, and its various industrial parks can hardly compare to the Hsinchu Science Park in the north. Aside from being one of Taiwan’s major Hakka communities, Miaoli rarely grabbed media attention.
To solve the problem, the local government looked abroad. A visit to Japan ignited the imagination of one Miaoli official. County Magistrate Liu Cheng-hung studied how the Japanese leveraged their rich cultural heritage to build a thriving tourism industry. Bringing this new knowledge back to Taiwan, Liu led several programs that resulted in the creation of the Miaoli County International Culture and Tourism Bureau in 2007.
Adding the word “international” to the agency’s name raised doubts among the staff at first, according to ICTB Director Lin Chen-fong. In spite of this, the magistrate insisted that the bureau should direct its efforts toward promoting Miaoli to the world. “It is our vision as well as our responsibility to introduce Miaoli to the global community,” Lin stressed.
One of the main challenges was Miaoli’s lack of world-class tourism sites. The county did not have natural attractions such as Taroko Gorge or Alishan Mountain, Lin admitted. Through several brainstorming sessions, the officials hit upon the idea of inviting internationally-acclaimed artists to perform in Miaoli. They believed that these events would generate instant publicity. For the first time, local residents would also have the chance to enjoy great shows in their hometown.
After conceiving the idea, Lin and his team swung into action. Their efforts culminated in an outdoor concert held Nov. 1, 2008 by the Spanish tenor Jose Carreras, with admission tickets issued free of charge. “No one believed the idea would work,” the bureau’s director pointed out. The thought of hosting an opera in a rural county was unimaginable to some. In terms of logistics, the government’s ability to arrange transportation and manage crowds was also seriously stretched.
Overcoming all obstacles, the event was a huge hit. Attracting about 42,000 music lovers, one-third of them from outside Miaoli, the concert attracted extensive media coverage, and was a boon for the local economy. The ICTB spent around NT$20 million (US$585,000) and applied massive manpower in hosting the performance.? “What we got in return was worth several times our investment,” Lin said.
With renewed confidence, the bureau worked to bring in more artists. Irish group Riverdance performed Dec. 4 to 6 last year, another major coup for the ICTB. This time, audiences had to pay for admission. To encourage participation, ticket prices were set at less than one-third of normal levels. The catch was that non-residents had to spend at least NT$3,000 in the area to enjoy the low prices.
The bureau’s strategy worked. Tickets for the three shows were sold out a mere four hours after being put on sale. However, the box office earnings only made up one-third of the ICTB’s spending on the events. Fortunately, recouping costs was never a high priority for the government. “We are not a for-profit organization. What we needed was the business brought in by people from around the island,” Lin explained.
Local merchants, restaurants and hotels all reported higher revenues during the two months. Most importantly, the greater exposure rekindled a sense of pride among the residents. “You cannot put a price on such an intangible reward,” Lin stressed.
Riding on its successes in 2008, ICTB expanded the scope of these cultural activities into an annual festival. The 2009 Miaoli International Music Festival, held March 19 to 21, featured rhythm-and-blues singer Brian McKnight, popular pianist Maksim Mrvica, and world-famous tenor Placido Domingo. Local businesses pulled out all the stops to capitalize on the festival. The magistrate projected these concerts would bring in NT$300 million to the region during that period.
By playing matchmaker, the ICTB increased tourism even more. The annual Hakka Tung Blossom Festival, held from April to May at various locations in Taiwan, is a treat for the country’s flower lovers. Miaoli officials went further by starting to organize mass weddings in 2006 to coincide with the festivity. Against the backdrop of romantic Tung blossoms, 66 couples from around the island pledged their love for each other, observed traditional Hakka wedding customs and received gifts from the local government to celebrate the occasion.
This year’s ceremony, to be held May 10, will add an international aspect, as the ICTB expects 20 couples from abroad to join the party. “By offering an unforgettable experience to newlyweds, we hope that they will become spokespersons for Miaoli after they return to their home countries,” Lin said. “Over time, such free publicity can have a profound impact,” he added. The agency hopes to welcome 199 pairs to participate in the wedding, a 100-percent increase over last year.
All these efforts have paid off handsomely. According to the ICTB, a total of 3.8 million tourists visited Miaoli in 2007. That number surged by 70 percent to 6.5 million in 2008, bringing in an estimated NT$15.6 billion to the local economy. During the nine-day Lunar New Year holiday this year, nearly 2 million visitors called on the county, thanks partly to the government’s incentive program to lure people in with vouchers for goods and services. With more activities in the pipeline, the bureau aims to expand tourism further.
Write to Meg Chang at meg.chang@mail.gio.gov.tw