21 Jul 2024 04:17

Experiential Marketing

Taiwan, The Heart of Asia, makes a debut at the Arabian Travel Market

Leading by Taiwan Tourism Bureau, Taiwan Tourism delegation, composed of suppliers from tourism industry and cultural performance groups, marched toward the Arabian Travel Market (ATM), the leading, international travel and tourism event held in Dubai, United Arab Emirates from 28 April to 1 May 2019.

During ATM, aside from the one-on-one business meetings with the buyers from local tourism industries, the Taiwan Tourism Bureau made a prominent announcement of its strategic partnership with Emirates Airline, a subsidiary of the Emirates Group and a major airline of the Middle East, to help promote tourism to Taiwan from the Middle East. The partnership focuses on a series of promotional activities highlighting Taiwan’s culture, scenic beauty, festivals and shopping markets making it a spectacular tourist destination. The campaign targets to reach 12 million people and will be incorporated in Arabic and English language. With the aim of shaping Taiwan’s image into one of the “Focus Destinations,” creative marketing campaign through multiple media channels such as print, digital and radio will run till 6 May 2019.

Speaking on participating in ATM and partnering with Emirates Airline, Dr. Trust Lin, Director – Taiwan Tourism Bureau said, “Given that Dubai is the most populous city of the United Arab Emirates as well as the economic and financial center in the Middle East, besides the incredible spending power of its top-tier customers, the city is undoubtedly the best starting point to popularize Taiwan’s tourism in the Middle East. We are excited to partner with Emirates Airline. Through these campaigns we aim at building awareness about Taiwan as Asia’s best kept secret.”

Taiwan has built a strong reputation as a major tourism hub, recognized for its quality infrastructure, safety, stability and connectedness. Fast becoming a preferred halal-friendly destination, Taiwan has noticed a hike in tourism from the GGC countries, and United Arab Emirates in specific. The tourism industry in Taiwan and the government have committed to creating a friendly environment for Muslims for years. According to Mastercard-Crescent Rating Global Muslim Travel Index (GMTI) 2019, Taiwan is ranked amongst the top 3 non-Islamic travel destinations.

Highlighted by picturesque sky lanterns, magnificent landscape, and spectacular city night scenes, Taiwan Pavilion aims to attract travelers who love nightlife, shopping and green ecology. The Pavilion will boost diverse cultural activities for visitors to experience Taiwan, such as oil-paper umbrella and Taiwan old tile badge painting, calligraphy writing, tea tasting, etc. Imbued with a rich ambience of “Taiwan” flavor, Taiwan Pavilion is expected to maximize its influence on attracting more buyers from local tourism industry and travelers to visit and experience the Heart of Asia, Taiwan. Taiwan Pavilion is located at Booth No. AS1860 at the Dubai International Exhibition and Convention Centre, Dubai World Trade Centre, Sheikh Zayed Road, Dubai, UAE

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