By Mewati Sitaram
Taiwan is set to launch a targeted Digital Out of Home (DOOH) campaign in Mumbai, aiming to capture the attention of India’s rapidly growing MICE (Meetings, Incentives, Conferences, and Exhibitions) market. This move is part of the Taiwan Tourism Administration’s (TTA) post-pandemic strategy, which has already resulted in an impressive 20.81 percent growth in Indian arrivals to Taiwan in 2024.
Since its re-entry into the Indian market in January 2024, Taiwan has focused on high-impact, market-specific campaigns to revive and expand its tourism footprint. Central to this strategy has been the focus on promoting MICE tourism, which continues to be a key growth driver. The upcoming DOOH campaign in Mumbai will feature displays at prominent business hubs such as Technopolis Knowledge Park, 349 Business Point, Platina Business Tower, and Trade Centre BKC.
Scheduled to run for four weeks, the campaign will strategically target corporate travellers, senior executives, HNIs and key decision-makers in India’s commercial capital. The high-visibility activation will highlight Taiwan’s diverse offerings — from scenic landscapes and rich cultural heritage to world-class facilities ideal for MICE and leisure travel.
Paul Shih, Director of the Singapore Office of TTA, said, “Taiwan Tourism entered the Indian market after the pandemic with full thrust to entice the Indian MICE industry and large events. With the DOOH campaign in Mumbai, we are thrilled to embark on a journey of promoting Taiwan in the incredible market of India. Our goal is to showcase the unique experiences and our potential to host MICE movements from India.”
In recent months, Taiwan has successfully hosted large incentive groups, including a major delegation from Asian Paints, marking one of the biggest outbound MICE movements from India. The TTA intends to build on this momentum with continued focus on incentive travel and luxury segments.
In addition to digital activations, TTA’s robust strategy includes trade partnerships, roadshows, FAM trips for media and influencers, and participation in key travel shows. Taiwan recorded 38,158 Indian visitors in 2024, significantly outperforming the broader Indian outbound market which grew by just 8.5 percent. The campaign’s strong growth is being credited to focused destination marketing and timely promotional efforts.
Editor in Chief : Mewati SItaram
