Taiwan to launch DOOH campaign in Mumbai, eyeing India’s growing MICE
market.
Taiwan’s post-pandemic revival in the Indian market has been strong since it re-entered the Indian market in Jan 2024. The destination recorded a robust over 20% growth last year, though its ingenious
360⁰ market-specific strategies led by Taiwan Tourism Administration’s (TTA)
particular focus on building MICE business.
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Continuing its MICE-focused approach, Taiwan Tourism Administration (TTA) is
now gearing up to unveil a market-specific Digital OOH (Out of Home) campaign
aimed at the strategic targeting of corporate houses in Mumbai, India’s financial
capital.
The campaign will help bring the destination visibility to tens of thousands of
leading Indian corporates and businesses and their decision-makers for corporate
travels, MICE and business trips and millions of HNI executives, professionals and
visitors, during the four-week-long campaign period.
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 corporates 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 focus on building MICE business from India has resulted in significant
growth in the segment. Taiwan was recently the destination of Asian Paints’ large
incentives group, one of the biggest incentives groups emanating from India
recently. Shih further informed that Taiwan will continue to focus on Incentives
coupled with the luxury travel segment from India through various strategic
campaigns, while continuing to work closely with the travel trade, ensuring Taiwan
remains a top travel choice.
TTA has engineered it’s post-pandemic grand revival in the Indian market by
scripting engaging PR activities, trade partnerships, hosting roadshows and FAM
trips for trade, media and influencers, and digital activations, as well as
participating at various shows and consumer activations to showcase the
destination to the Indian travel fraternity and consumers.
In the very first year since it re-entered the Indian market in January 2024, Taiwan
recorded 38,158 Indian visitors, registering a strong 20.81% growth last year from
a market that overall grew at just about 8.5% in overseas travel. This is nearly 2.5
times the growth of the Indian outbound market, a testimony of TTA’s highly
