2011 was a year to remember for Taiwan tourism. The country garnered a swag of mentions in leading overseas travel publications, starred in several respected getaway TV programs and welcomed its 6 millionth arrival, setting a new annual record for inbound visitor numbers.
One traveler who will not forget her Taiwan sojourn in a hurry is South Korean Kim Hee-kyung. On Dec. 28, 2011, the 37-year-old Seoulite arrived at Taiwan Taoyuan International Airport to a shower of confetti and traditional Chinese lion dance.
Kim, who was commencing a six-day vacation with her family, could not believe her luck when informed by Tourism Bureau officials that she was Taiwan’s 6 millionth visitor. She said it was her first trip to the island and was over the moon to be feted in such a grand fashion.
Presented with a collection of 600 gifts selected by the bureau from across the island, Kim said her favorite was a replica of Taipei-based National Palace Museum’s carved jade cabbage—one of the establishment’s most treasured objects. Other presents to tickle her fancy were sumptuous soy sauces from Changhua County and to-die-for kumquat jam from Yilan County.
Kim was also received by ROC Vice Premier Sean Chen Dec. 30 at the Executive Yuan, where she received an official thank you for traveling to Taiwan and a commemorative trophy.
ROC government largesse experienced by Kim is part and parcel of the bureau’s Time for Taiwan promotion campaign, which spans six types of tourism: culture, environmental, gourmet, romance, shopping and lifestyles of health and sustainability, or LOHAS. The initiative is in response to a challenging year for Taiwan tourism, partly because of the earthquake in Japan and the food plasticizer scandal.
But with a brighter outlook for international travel in the coming year, it is expected that the island’s foreign visitor numbers will grow at least 10 percent, reaching 6.6 million by year-end. This represents a significant improvement on 2010 when Taiwan welcomed 5.6 million arrivals.
The reality is that Taiwan tourism had a sterling year in 2011. There is no mystery surrounding the cause of this improvement. Warming cross-strait relations brought about by pragmatic government policies have seen mainland Chinese tourist numbers explode—a trend that looks set to continue now that Taipei and Beijing operate reciprocal tourism offices.
Independent visits by mainland Chinese tourists to Taiwan also played an integral part in this process, with up to 500 sightseers from mainland China greenlighted to enter Taiwan per diem for sojourns of up to 15 days. Currently, only residents of Beijing and Shanghai are eligible under the agreement but this may be extended to include those from Xiamen.
The independent travel program is set to bring hundreds of thousands of tourists from mainland China to Taiwan every year and play a significant role in the island’s economic development strategy. This will deliver sustainable benefits to all sections of Taiwanese society, helping lay the foundations for greater national prosperity.
Since Taiwan further opened to mainland Chinese tour groups in July 2008, more than 17.33 million overseas visitors have traveled to the island, generating an estimated NT$847.8 billion (US$28 billion) in tourism revenue. Independent mainland Chinese tourists are expected to create business worth between NT$9 billion and NT$15 billion annually, making this a valuable segment of Taiwan’s international tourism market.
Equally encouraging is the fact that arrivals from Japan increased. This development can be credited in part to a bureau campaign focusing on raising awareness of Taiwan food culture, and the commencement of direct flights between Taipei Songshan Airport and Tokyo’s Haneda Airport in October 2010.
But Taiwan’s arrival highlights for last year were not limited to mainland China and Japan. Australia and New Zealand, Europe, Hong Kong and Macau, Malaysia, Singapore and South Korea all recorded handsome increases in their figures.
The local tourism industry’s prospects also benefited from a deluge of international visitors attending the Taipei International Flora Expo, Taipei Lantern Festival and ROC centennial celebrations—key events in spreading the nation’s charms worldwide.
With more people now aware of Taiwan than 12 months ago, the country’s niche tourism sectors stand ready to capitalize on this significant gain in exposure. Environmental, biking, medical, temple and even military travel centered on the former island fortresses of Kinmen and Matsu all hold great promise for future development.
Tourism’s role in creating prosperity has long been acknowledged, justifying its selection by the government as one of six emerging industries targeted for support. This vote of confidence has also seen a number of niche sectors, including gourmet travel and the meetings, incentives, conventions and exhibition industry, or MICE, listed among 10 key service industries identified for development.
As Taiwan continues to emerge as a top-flight travel destination, ongoing efforts aimed at promoting the nation’s diverse array of attractions are guaranteeing it a place at the head table in global tourism stakes. There is no question that the future looks bright for this land of many wonders that is finally punching above its weight in the fight to attract international travelers.
Ed Zacapa is a freelance writer based in Kaohsiung. These views are the author’s and not necessarily those of Taiwan Today. Copyright © 2012 by Ed Zacapa
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