The Taiwan Tourism Administration (TTA) has introduced a fresh approach to destination marketing with a partially funded familiarisation (FAM) tour for select Indian travel trade professionals, reinforcing its long-term commitment to strengthening Taiwan’s presence in the Indian market.
Moving beyond the traditional fully hosted FAM model, the initiative adopted a co-investment approach, with financial support from the TTA complemented by contributions from participating travel professionals. This model was designed to attract partners with a genuine commitment to promoting Taiwan and developing the destination within the Indian outbound travel market.
The seven-day programme brought together leading leisure, group, MICE and luxury travel specialists, offering them an immersive experience of Taiwan’s diverse tourism offerings. Participants explored iconic attractions including Sun Moon Lake, Kaohsiung’s waterfront, the Fo Guang Shan Buddha Memorial Center, Jiufen Old Street, Taipei 101 and Longshan Temple, while also experiencing high-speed rail travel, indigenous cultural encounters, whale and dolphin watching, tea tourism, traditional arts, vibrant night markets, premium shopping and inspections of select hot-spring resorts.
Commenting on the initiative, Paul Shih, Director – Singapore Office, Taiwan Tourism Administration, said, “Our objective was not simply to organise another familiarisation trip, but to create a platform where travel professionals become genuine advocates for Taiwan through first-hand experience. When the travel trade experiences a destination with real intent, they return with the confidence, knowledge and enthusiasm to inspire more travellers.”
The co-funded model represents a strategic shift towards partnerships built on shared commitment rather than complete sponsorship, encouraging participants to actively create Taiwan-focused itineraries and promote the destination across multiple travel segments.
Participants returned with a deeper appreciation of Taiwan’s rich cultural heritage, natural beauty and contemporary attractions, recognising its strong appeal for Indian leisure, group, luxury and MICE travellers. The success of the programme underscores TTA’s commitment to innovative trade engagement and sustainable destination marketing through meaningful collaboration with the Indian travel trade.
