Taiwan to launch DOOH campaign in Mumbai

Taiwan’s post-pandemic resurgence in India has been impressive since its re-entry into the market in January 2024. The destination experienced over 20 per cent growth last year, driven by bespoke, market-specific strategies led by the Taiwan Tourism Administration (TTA), with a focus on expanding its MICE (Meetings, Incentives, Conferences, and Exhibitions) offerings.

Building on its MICE-focused approach, the Taiwan Tourism Administration (TTA) is now unveiling a targeted digital Out-of-Home (OOH) campaign in Mumbai, aimed at engaging corporate clients in India’s financial capital.

The campaign will feature prominently at key business districts and landmarks such as Technopolis Knowledge Park, 349 Business Point, Platina Business Tower, Trade Centre BKC, and other bustling commercial hubs. Its aim is to raise awareness of Taiwan’s diverse tourism attractions and highlight the country as an ideal destination for both leisure and MICE activities, just ahead of one of India’s busiest travel seasons. The campaign will showcase Taiwan’s rich cultural heritage, stunning landscapes, and vibrant experiences through striking visuals and compelling calls to action.

Over the course of four weeks, the campaign intends to reach tens of thousands of Indian corporate decision-makers, business leaders, high-net-worth individuals, and professionals, inspiring them to consider Taiwan for their corporate events, incentive trips, and business travels.

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 corporate 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 targeted efforts in India have already yielded notable results, including hosting one of the largest incentive groups from India — the Asian Paints incentive group. Shih also explained that Taiwan will continue prioritising incentives and luxury travel segments through various strategic campaigns, while working closely with the Indian travel trade to ensure Taiwan remains a preferred choice.

Since reopening its Indian market operations in January 2024, Taiwan has welcomed 38,158 Indian visitors, reflecting a remarkable 20.81 per cent increase last year — significantly outperforming the overall Indian outbound travel growth of approximately 8.5 per cent. This demonstrates the success of TTA’s destination marketing strategies in India, with growth nearly 2.5 times higher than the market average.