Tourism Administration reveals new vacation slogan

Worldwide:
The slogan would be marketed in common vacationer destinations in North The us and Europe, these as Champs-Elysees and Moments Sq., the company explained

• By Shelley Shan / Personnel reporter

“Taiwan: Waves of Wonder” is to be the country’s new tourism slogan for the subsequent 10 a long time, the Tourism Administration mentioned yesterday, introducing that it would be showcased in commercials at the Olympic Games in Paris and other big towns and journey fairs all-around the entire world.

The new slogan, brand and theme music, which were being unveiled at a news convention in Taipei, marked the agency’s latest exertion to catch the attention of 10 million worldwide website visitors to Taiwan this year, a purpose that it readjusted earlier this 12 months, as China has still to carry its journey ban to Taiwan.

The administration made the “Taiwan: Contact Your Heart” slogan in 2001 and rebranded to “Taiwan: the Heart of Asia” in 2011.

Image: Tsai Yun-rong, Taipei Occasions

The new slogan was produced to sector Taiwan as a journey vacation spot in the post-COVID-19 period, administration Director-Standard Chou Yung-hui (周永暉) claimed.

“Taiwan is a various and wonderful spot, and would definitely convey waves of question to tourists with its mountains and seas,” he said. “The slogan is to be publicized in main towns and travel fairs all around the globe, and we will do the job with local tourism officials in Taiwan to market tours in different locations close to the country.”

The administration aims to use the slogan to promote excursions to Taiwan by showcasing it on the Champs-Elysees in Paris throughout the Summertime Olympic Games, Chou claimed.

The slogan would also be marketed at other popular tourist destinations and transport hubs in North The usa and Europe, like Situations Sq. in New York and educate stations in Frankfurt, Germany, he claimed.

Advertisements containing the slogan would be broadcast in Osaka, Japan, when the town hosts the World Expo next yr, as nicely as in Southeast Asian nations, Chou reported.

The administration also designs to maximize the funds for the subsequent fiscal yr by nearly NT$200 million (US$6.18 million) to strengthen tourism marketing and advertising initiatives, he extra.

The new tourism brand was intended by Bito Studio founder and artistic director Liu Keng-ming (劉耕名), who gained the Presidential Innovation Award previous thirty day period.

The style was inspired by the sea, rolling mountains, meandering highways and railways that men and women see when they travel around Taiwan. Like the former two logos, the new one particular is orange to convey the warmth and vitality of Taiwanese.

The new theme music was produced by Chris Hou (侯志堅), who has received Golden Melody, Golden Horse and Golden Bell awards for the music he has created for singers, flicks and Tv collection.

In other information, the administration defended its use of Weibo, WeChat and Xiaohongshu (小紅書, Tiny Red Book) to promote excursions to Taiwan in China, indicating that it should be completed, mainly because Beijing has been blocking people today from accessing Facebook, Instagram and other US-centered social media.

Its use of Chinese social media was yesterday scrutinized by Chinese Nationalist Bash (KMT) lawmakers, who requested why the Democratic Progressive Celebration governing administration paid a huge sum to promote tours on Chinese platforms they deem a threat to countrywide security.

The administration claimed it has been advertising excursions on its Sina Weibo and WeChat accounts because 2011 and 2014 respectively, and plans to open up a Xiaohongshu account this 12 months.

“Countries in search of to entice young tourists from China, this sort of as Japan, South Korea and Thailand, all have accounts on well known Chinese social media,” it mentioned. “The content that we put on these platforms are journey locations in Taiwan and distinctive gives that are available for tourists, and have practically nothing to do with politics.”