## Taiwan Waves of Wonder: Promoting Tourism in Europe with Sustainable and Digital Strategies
Taiwan is making a splash in the European tourism market with a strategic promotional tour across the continent. The Ministry of Transportation and Communications’ Tourism Administration is leading the charge, with a mission to increase Taiwan’s visibility and draw more international travelers to the island.
The tour kicked off with a Taiwan Tourism Workshop in Stockholm, Sweden, on November 1st, focusing on introducing Taiwan’s unique offerings to European travel experts. This strategic move targeted Sweden, a country leading the Nordics in outbound travel, to tap into the region’s tourism potential.
From November 5th to 7th, the spotlight shifted to the World Travel Market (WTM) in London, the world’s second-largest travel fair. Taiwan’s participation at WTM showcased its commitment to aligning with global tourism trends, particularly sustainability and digitalization. This strategic approach aims to facilitate the digital and sustainable transformation of Taiwan’s tourism industry.
Captivating the World with “Waves of Wonder”
At the WTM, Taiwan’s pavilion, aptly titled “TAIWAN – Waves of Wonder,” captivated visitors with breathtaking LED displays showcasing the island’s captivating landscapes. The pavilion’s design blended modern aesthetics with traditional elements, highlighting Taiwan’s welcoming culture. A traditional tea house setup offered guests a taste of the famous Taiwanese bubble tea, while interactive cultural activities like painting Meinong Hakka oil-paper umbrellas and crafting traditional Amis “pokois” provided a deeper immersion into local traditions.
On November 6th, the pavilion hosted a Happy Hour event, where over a hundred guests, including media representatives, enjoyed an indigenous performance by the Amis tribal group ‘Etolan Style.’ Deputy Representative Solon H. C. Liu of the Taipei Representative Office in the UK seized the opportunity to invite attendees to explore Taiwan’s diverse attractions.
Beyond the Fair: Strengthening Partnerships and Building Connections
Taiwan’s participation at WTM extended beyond the fair itself. National carriers announced service enhancements, engaging guests with a raffle featuring prizes like hotel stays and round-trip tickets to the UK. The delegation also conducted a workshop in Stockholm on November 4th, bringing together approximately 40 local professionals to discuss opportunities and trends in Taiwan’s travel sector.
Growing Interest Despite the Lack of Direct Flights
Despite the absence of direct flights, Taiwan has witnessed a steady increase in Swedish tourists visiting the island, demonstrating the strong appeal of its offerings. This focus on the Nordic markets is part of Taiwan’s broader strategy to strengthen bilateral tourism ties and foster long-term collaborations between Taiwan and European nations.
