Taiwan joins hands with Mumbai Metro for tourism promotion in India

In an innovative approach to attract Indian travellers, Taiwan Tourism Bureau (TTB) has partnered with the Mumbai Metro to launch a train covered in vibrant images of Taiwan’s various tourism destinations. Dr Trust Lin, Director, TTB flagged off the uniquely designed train on Sunday, August 11 at Mumbai’s Versova metro station. The images feature popular web series stars Sumeet Vyas and Sapna Pabbi on their trip to Taiwan. 

Speaking at the ceremony, Dr Lin said, “The Indian market is our major focus market under the Southbound policy.  Most Indians recognise Taiwan as an IT destination. This time we are here to promote Taiwan as a tourism destination. We’ve roped in web series stars because people can relate to and recognise them. I hope this campaign can increase awareness and enhance the brand image of Taiwan to the Indian market.” The specially decorated train will run for the duration of one month, starting August 1. For every seven trains that commuters take, there will be one ‘Taiwan Train’ that will transport passengers daily. 

Dr Lin also explained that India is one of the top focus markets under the New Southbound Policy. Taiwan Tourism Board has revised its annual marketing budget for India to US$ 1.2 million, recording a six-fold increase. 

In an exclusive interview, he threw light upon the partnership with Mumbai Metro and said, “Right now Mumbai has only one metro line. I think it is a really nice way to let the people of Mumbai see Taiwan, its scenic landscapes and tourism offerings. Even the people stuck in traffic on the roads can check out Destination Taiwan on the metro train. I think partnering with Mumbai Metro is a great way of showcasing Taiwan.” He also revealed that Taiwan will be focussing on bleisure tourists from India, alongside honeymooners. Taiwan being the second top cruise destination in Asia, TTB would also put efforts to attract cruise tourists from the country. 

Aiming at a goal to establish Taiwan as a year-round destination of choice with top-of-mind recall for Indian travellers, TTB has planned a host of marketing activities to help grow the share of the Indian travel segment to Taiwan.  A “2 20:20” strategy was put in place last year to grow the Indian traveller segment by 20 per cent by the year 2020. The aggressive outreach strategy includes roadshows and tie-ups with Indian media companies, such as multiplex chain INOX Leisure Limited, to film and shoot a television series in Taiwan. A series of television commercials will also be rolled out in the coming months. The campaign will promote Taiwan as a multifaceted destination while also enhancing specialised segments, such as golf clubs and cruises to drive the top 2 per cent of the Indian market.