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, organizing a series of events including tourism industry promotion dinners, Tainan-themed travel booklet exhibitions, and leading 11 local businesses to participate in the Singapore NATAS Autumn Travel Fair for the first time. At the same time, baggage cart advertisements were launched at Singapore Changi Airport to actively develop the Southeast Asian visitor market.
Beautiful images promoting Tainan tourism can be seen on baggage carts at Changi Airport. (Photo provided by Tainan Tourism Bureau)
Director of the Tourism Bureau, Wang Shih-si, stated that both Kuala Lumpur and Singapore have Chinese communities, and their languages and cultures are closely related to Taiwan, making them ideal Southeast Asian markets for Tainan to enter and develop. Chinese-speaking visitors from Singapore and Malaysia are quite familiar with Taiwan and many have visited Taipei, so Tainan is focusing on repeat visitors. The bureau has tailored marketing strategies based on market preferences to strengthen the motivation for travelers to enter Taiwan via the south and stay overnight in Tainan.
In addition to establishing direct contact with travel operators in Singapore and Malaysia to foster collaboration opportunities, the delegation also engaged directly with travelers to understand their needs, laying 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 city government will enhance mechanisms for personalized itinerary planning and provide more diverse information on hotels and homestays to increase familiarity with Tainan City.
Tainan tourism highlights and local products promoted at the Singapore Travel Fair. (Photo provided by Tainan Tourism Bureau)
The Tainan City Tourism Bureau also partnered with Kuala Lumpur’s “Cheng Chung Book Garden” to host a “Tainan Travel Themed Book Exhibition” from July 20 to August 20 for one month, both in-store and online. Cheng Chung Book Garden is located in the densely Chinese-populated Seri Petaling district of Kuala Lumpur. Aside from being a major Chinese bookstore in the capital region, it is also Malaysia’s largest Chinese-language online bookstore. During the exhibition period, Tainan-themed travel books were displayed to deepen the impression of Tainan among the Chinese community through Chinese-language reading materials.
The “Tainan Travel Themed Book Exhibition” held at Kuala Lumpur’s Cheng Chung Book Garden. (Photo provided by Tainan Tourism Bureau)
The Tainan Tourism Bureau also utilized baggage cart advertisements at the departure area of Singapore Changi Airport, with the campaign running from August 9 to October 31. The ads feature the Western classical architecture and tranquil greenery of the Chimei Museum, appealing to Singaporean visitors—primarily families—who are encouraged to travel directly south to Taiwan for a relaxing family trip.
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