Tourism operator Lion Travel (2731) has partnered with Baobao Travel to launch a joint venture, "Xiong-Bao Travel," next year to capture inbound tourism opportunities in Taiwan. Xiong-Bao Chairman Dai Qiheng believes that past inbound tourism products were too uniform, resulting in a very low "revisit rate" among Japanese visitors to Taiwan. Xiong-Bao will focus on "experiences" and offer a diverse range of differentiated travel products, hoping to increase the rate at which Japanese visitors return to Taiwan.

Dai Qiheng pointed out that many Japanese visitors are either coming to Taiwan for the first time or haven’t been here for decades. Aside from a significant imbalance in travel traffic between Taiwan and Japan, the "revisit rate" of Japanese visitors is also very low. She believes this is mainly because the tourism products offered to Japanese visitors are too monotonous and consistent, often focusing only on the northern region while neglecting the unique local customs and cultures found across Taiwan.

Dai Qiheng also cited past experience, noting that if tour itineraries to Taiwan remain unchanged for long periods, the likelihood of attracting Japanese visitors back remains low. In addition to whether guides can introduce Taiwan’s local customs to Japanese visitors and resonate with them, "experience" is also a key element to be emphasized moving forward—such as through themed travel like cycling and in-depth tours—to gain a deeper understanding of Taiwan’s local culture.

As for Taiwanese travelers visiting Japan, both Dai Qiheng and Lion Travel Chairman Wang Wenjie believe that in the past, Taiwanese operators focused on the mid-to-high-end market, with Tianxi Travel standing out in product packaging and operational strategy. However, since Tianxi exited the market, the mid-to-high-end segment has remained unfilled, presenting an ideal niche market for Xiong-Bao Travel to enter.

Xiong-Bao General Manager Li Chunlin noted that the company’s outbound Japan product line will feature eight major themed offerings: accommodations, wellness, flower seasons, railways, hidden gems, feasts, festivals, and theme parks. The target customer base includes mid-to-high-end travelers interested in honeymoons, family trips, themed tours, in-depth travel, and repeat visits.

In terms of product structure, Xiong-Bao will allocate 50% to mid-to-high-end products priced between NT$60,000 and NT$100,000, while mid-range products priced between NT$35,000 and NT$60,000 and high-end products priced over NT$100,000 will make up the other 50%. For Lion Travel, mid-range products priced between NT$35,000 and NT$60,000 account for the largest share at 60%, followed by budget-friendly products under NT$35,000 at 25%, complementing Xiong-Bao’s product positioning.

(Times Information)