2011 Taipei International Travel Fair phot o s : Co urt es y o f tai wan Vi s i t o rs as s o Ci at i o n
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he International Travel Fair (ITF), Taiwan's longest running and most popular travel-related trade show, isn't just for those working in the tourism and hospitality industries. Crowds of avid travelers come in search of information, inspiration, and super deals on accommodations and tour packages. Total attendance grew from 172,280 in 2006 to a record 214,467 last year, when the event was the subject of more than 1,500 reports in local and overseas media. Every aspect of Taiwan's tourism industry has surged ahead in recent years. Now that mainland Chinese are now able to take vacations on the island, they've been coming in great numbers, lifting the tally of international arrivals to 5,567,277 last year, a 26.3% increase over 2009. Because Ta i w a n , “ t h e H e a r t o f A s i a , ” h a s successfully raised its profile in Europe, the Middle East, East Asia, and other markets as a shopping, adventure, and eco-tourism destination, 2011 arrival totals may well top 6.5 million. Reflecting that increased interest, more and more guidebook publishers – among them France's Michelin and
the UK's Bradt – have come out with Taiwan travel guides. The growth in outbound travel has also been spectacular. Total departures reached 9,415,074 in 2010, equal to four out of every ten Taiwan residents taking an international trip. Consequently, dozens of countries and territories see the ITF as a top-tier promotional opportunity. Given the healthy state of the industry, it's no surprise that this year's ITF promises to be bigger and better than any previous fair. Responding to growing demand for booths, the organizers have boosted exhibition space for the 2011 event by one-quarter. This year's venue, Hall 1 and Hall 3 of the Taipei World Trade Center, will accommodate a record 1,500 booths. The number of exhibitors (among them travel agencies, airlines, and other private-sector businesses, museums, plus dozens of national and local government tourism bodies) will grow from last year's 530 to nearly 700. Hall 3 will be given over entirely to hotels and resorts. And even more people than last year – around 230,000 – are expected to attend.
taiwan business topics • october 2011
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