Targeting the independent travel market: Tourism Bureau and Taobao collaborate on a “Taiwan-Themed Pavilion”

Reporters Chen Ziyin and You Ru / Comprehensive report

The well-known mainland Chinese shopping website “Taobao” will collaborate with Taiwan’s Tourism Bureau to launch a large-scale“Most Taiwan”travel promotion campaign in mid-July. According to Li Jiabin, director of the Shanghai Office of the Straits Exchange Foundation (SEF) for Tourism under the Taiwan Strait Tourism Association (TSTA), stationed in Shanghai by the Tourism Bureau,this initiative primarily involves travel agencies, hotel operators, and Xuhai Travel Agency franchisees with branches in mainland China to identify secure and reliable travel brands, thereby increasing the visibility of various operators in the mainland online shopping market. For this collaboration, TSTA will provide tourism information from Taiwan’s various city and county tourism bureaus to Taobao, allowing the platform’s precisely targeted users to access it.

Taiwan has allowed mainland tourists to visit for nearly five years, and at the end of June 2013, further expanded independent travel access to 13 cities. Li Jiabin said that in previous years during the initial phase of opening up to mainland tourists, most visitors traveled as part of tour groups. Although visitor numbers continued to rise, group tour prices kept falling. It is understood that the cost of a seven-day itinerary dropped from around RMB 10,000 to between RMB 4,000 and RMB 5,000.


▲ Taipei 101 is a must-visit attraction for mainland tourists visiting Taiwan. (Photo / Provided by Taipei Tourism Bureau)

To improve the quality of mainland tourists and promote the concept of independent travel in Taiwan, the Tourism Bureau hopes to collaborate with Taobao to offer high-quality travel packages, aiming to attract more young independent travelers. “Currently, the situation of mainland tourists traveling independently in Taiwan is not yet mature. Although the permitted number has increased from 1,000 to 2,000 people, the market still has great potential for deeper exploration.”Li Jiabin stated that the age profile of mainland tourists visiting Taiwan skews older, and the prevalence of senior tour groups combined with conventional itineraries means that many of Taiwan’s attractions are not explored in depth. In addition, group tours generate higher profits and involve relatively simpler procedures, so most travel agencies focus on promoting group packages for mainland tourists, which is also a reason why independent travel has not yet matured.

To promote independent travel to Taiwan, the Tourism Bureau has partnered with the popular online shopping website “Taobao” to target independent travelers under the age of 35—the same demographic as frequent online shoppers on Taobao. At the same time, the Tourism Bureau has strengthened oversight of unlicensed Taiwanese accommodation and homestay operators on Taobao. Through multiple layers of screening and filtering, the aim is not only to enhance the quality of independent travel but also to ensure the safety of mainland tourists visiting Taiwan.

Li Jiabin also said,apart from working with major travel agencies such asXuhaito find secure and reliable travel brands, efforts are also being made to engage directly with travel agencies and hotel operators that already have branches in mainland China, thereby increasing their visibility in the mainland online shopping market. Moreover, for this collaboration, TSTA will provide tourism information from Taiwan’s various city and county tourism bureaus to Taobao, allowing the platform’s precisely targeted users to see it.

“In the future, we hope to combine platforms to promote independent travel in Taiwan,” Li Jiabin said. In May 2013, the Tourism Bureau first collaborated with Taobao. During the Shanghai Travel Expo, marketing for Taiwan was carried out in combination with concerts, hotels, and other independent travel packages. Within just four days, over 100 packages were sold. The bundled travel packages came with added value such as free Wi-Fi and increased luggage weight allowances. The sales figures clearly indicate that independent travel to Taiwan holds strong business potential.

The “Most Taiwan”campaign is scheduled to launch an online “Taiwan-Themed Pavilion” travel promotion fromJuly 11 to 19, combining existing Taobao resources. The first wave will feature independent travel packages combining airlines and hotels, with potential future offerings including online ticket purchasing services. The initial phase aims to test the travel platform and cultivate the market. Different seasonal themes will be introduced for promotion in the future, with the long-term goal of promoting independent travel to Taiwan.

As for enhancing the travel impression of mainland tourists in Taiwan, Li Jiabin said that the Tourism Bureau has currently planned and collaborated with Taobao to produce a microfilm titled “In Search of the Most Beautiful Scenery in Taiwan.” The film features Taiwanese singer Yang Zongwei as the tourism ambassador for Taiwan, showcasing scenes such as the high-speed rail, Taiwan Railways, Eslite Bookstore, and daily life in Taiwan. The film will premiere on Taobao in mid-August and will also be available on platforms such as YouTube. A single EP will also be released as part of a strategic promotional effort, with the aim of creating a new wave of tourism influence.