Tainan Tourism Bureau Promotes Tourism to Southeast Asian Chinese Travelers

In response to the central government’s New Southbound Policy, the Tainan City Government Tourism Bureau traveled to Kuala Lumpur, Malaysia, and Singapore from August 10 to 13, hosting a series of events including tourism industry promotion dinners, a Tainan tourism-themed booklet exhibition, and leading 11 local businesses to participate in the Singapore NATAS Autumn Travel Fair for the first time. At the same time, luggage cart advertisements were launched at Singapore Changi Airport to actively develop the Southeast Asian traveler market.

Director Wang Shisi of the Tourism Bureau stated that both Kuala Lumpur and Singapore have ethnic Chinese communities with linguistic and cultural similarities to Taiwan, making them ideal markets in Southeast Asia for Tainan to enter and develop. Chinese-speaking travelers from Singapore and Malaysia are quite familiar with Taiwan and many have visited Taipei, so Tainan is focusing on repeat visitors. The city has tailored marketing strategies based on market preferences to strengthen the motivation for travelers to enter Taiwan from the south and stay overnight in Tainan.

In addition to directly engaging with travel industry players in Singapore and Malaysia to foster cooperation opportunities, the bureau also interacted with travelers to understand their needs as a strategic foundation for deepening the independent travel market. Singaporean tourists are highly independent in their travel planning and show strong interest in transportation connections and itinerary suggestions. Through this initial exploration at the travel fair, the municipal government will enhance mechanisms for personalized itinerary planning and provide more diverse accommodation information for hotels and homestays, increasing familiarity with Tainan City.

The Tainan City Government Tourism Bureau also partnered with Kuala Lumpur’s “Cityneon Reading Garden Bookstore” to host a “Tainan Tourism-Themed Book Exhibition” from July 20 to August 20 for one month, both in-store and online. Located in the densely Chinese-populated Seri Petaling neighborhood of Kuala Lumpur, Cityneon Reading Garden Bookstore is not only a major Chinese bookstore in the capital region but also the largest Chinese online bookstore in Malaysia. During the book exhibition, Tainan-themed travel books were displayed to deepen the impression of Tainan among the Chinese community through Chinese-language reading materials.

The Tainan Tourism Bureau also utilized luggage cart advertisements at Singapore Changi Airport’s departure area, running from August 9 to October 31. The ads feature the Western classical architecture and serene greenery of the Chimei Museum, calling on Singaporean travelers—primarily families with children—to travel directly south to Taiwan for a relaxing and stress-relieving family trip.
 

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