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Taiwan launches campaign to woo Malaysian travellers

KUALA LUMPUR: The Taiwan Tourism Administration Kuala Lumpur (KL) Office has launched its 2024 campaign, "Jom Taiwan: Ride the Adventure," to encourage Malaysian travelers to choose Taiwan as their top travel destination.

This was in collaboration with renowned Malaysian artist Book of Lai, who brings his creativity to Kuala Lumpur's public transportation system, creating an immersive journey that showcases the beauty of Taiwan.

Deputy Representative of Taipei Economic and Cultural Office in Malaysia James Bu said Malaysia has always been a key source market for Taiwan tourism. He said that from January to May this year, more than 200,000 Malaysian travelers visited Taiwan, marking nearly a 20 per cent increase compared to the same period last year. "It remains one of the most significant markets in Southeast Asia for inbound tourism to Taiwan. "As we approach the peak travel season for Malaysians at the end of the year, we are launching this Taiwan tourism-themed advertisement on the monorail for the first time since the pandemic, aiming to rekindle the passion and desire to travel to Taiwan," he said at the launch event here today.

Bu noted that Taiwan has continuously enhanced its Muslim-friendly travel environment to welcome Muslim tourists from around the world.

He said currently, there are over 400 restaurants and hotels across Taiwan that have received Muslim-friendly certifications.

According to the Mastercard 2024 "Crescent Rating Global Muslim Travel Index (GMTI)," Taiwan ranks as the third-best non-organisation of Islamic cooperation (OIC) travel destination globally.

"Taiwan has consistently performed well in the Global Muslim Travel Index over the years, successfully integrating Muslim travel resources. "Taiwan's commitment to social security and freedom of religion has earned international recognition for its friendliness and respect," Bu added.

Meanwhile, Taiwan Tourism Administration KL Office director Chou Shih-Pi said they invited Book of Lai to design the "Jom Taiwan: Ride the Adventure" ads to attract Malaysian travelers and make Taiwan their top destination by the end of 2024."These ads will be featured on the Kuala Lumpur Monorail and the bustling Bukit Bintang MRT station, with four themes: "Jom Taiwan Makan-makan" (food), "Jom Taiwan Lihat-lihat" (sightseeing), "Jom Taiwan Main-main" (fun activities), and "Jom Taiwan Rasa-rasa" (culture).

"It showcases Taiwan's culinary delights, scenic landscapes, fun attractions, and cultural experiences, allowing Malaysians to feel the charm of Taiwan even during their daily commutes, sparking excitement and anticipation for travel to Taiwan," he noted.

Book of Lai shared that he drew inspiration from his impressions of Taiwan, featuring a Breezy Blue train passing through a bubble tea tunnel, a beef noodle slide, a forest of fried chicken cutlets, and mountains of soup dumplings.

He invites Malaysian travelers to discover Taiwan's hydrangea gardens, urban landscapes, outdoor adventures, night markets, and the Sky Lantern Festival.

Lai also included characters representing Malaysia's three major ethnic groups, along with his signature tiny mobile home, to encourage travelers to experience Taiwan's warmth, hospitality, and beauty firsthand.

In conjunction with the 'Jom Taiwan: Ride the Adventure' themed advertisements, the Taiwan Tourism Administration KL Office has also launched a "What Type of Traveler Are You?" quiz. Participants can discover their ideal Taiwan travel style and stand a chance to win round-trip tickets from Kuala Lumpur to Taiwan and other great prizes by leaving their contact information.

In May this year, the "Taiwan – Waves of Wonder" branding 3.0 campaign was also launched to promote tourism with the themes of "Embrace the Mountains, Enjoy the Sea, and Explore the Island".

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