Annual Survey of Visitors Expenditure and Trends in Taiwan, 2009

Fortunately, as Taiwan government’s motto is “Global Positioning, Holistic Marketing,” Taiwan has been promoting tourism steadily. The government has targeted various markets, promoting packages to local travel agencies as well as to potential clients via the media. In addition to the packages, the government has promoted special events and activities to tourists, such as “Tour Taiwan Years 2008-2009: Great Quarterly Tourist Giveaway Program”, the Key-Words marketing, and the “The Best Trip in the World - Taiwan Explorers Wanted” contest.

After these promotions took place in 2009, the number of inbound visitors to Taiwan increased by 14.30%; 29.47% of which came for sightseeing purposes. Moreover, in July 2008, the government opened the gates to Mainland Chinese tourists, and since then, 970,000 visitors from China came to Taiwan, 600,000 of which came in tourist groups. Even after the great financial crisis and tourism recession, the Japanese still remain as the number 1 source of inbound visitors to Taiwan, consisting of one million visitors in 2009.

This proves the success of Taiwan’s promotions in Japan. The Tourism Bureau, MOTC expects to understand the motives, viewpoints, tendencies and consumption of the inbound visitors in Taiwan to supply reference material to tourist related organizations to improve sightseeing facilities in Taiwan and to plan international tourism advertising and marketing strategies. The survey can be a source of information to estimate the amount of visitor expenditures.

Here at the Tourism Bureau, MOTC, we proceeded with the survey at the Taiwan Taoyuan International Airport, Kaohsiung International Airport and Taipei Sonshan Airport, interviewing inbound visitors, as they were about to leave Taiwan. The objects of this survey were the foreign and overseas Chinese inbound visitors from January 1 to December 31, 2009 (excluding the foreign and overseas Chinese transit visitors). This survey still adopted the method of “Quota Sampling”, which conformed best to the control of working standards and the characteristics of the samples to achieve random and sample representatives.

The number of valid samples was 5,784 persons in total, including 1,363 persons from Japan and 1,289 persons from Mainland China, from January to December, 2009. The major investigative results of this survey were classified into “Related Indices of the Inbound Visitors in Taiwan”, “ Analysis of the Inbound Visitors’ Plans”, “Analysis of the Inbound Visitors’ Behavior “, “Analysis of Beneficial Results of the Inbound Visitors’ Consumption and Taiwan’s Competitiveness in the Asian Tourist Market” and “Analysis of Basic Information of the Inbound Visitors”.

Fortunately, as Taiwan government’s motto is “Global Positioning, Holistic Marketing,” Taiwan has been promoting tourism steadily. The government has targeted various markets, promoting packages to local travel agencies as well as to potential clients via the media. In addition to the packages, the government has promoted special events and activities to tourists, such as “Tour Taiwan Years 2008-2009: Great Quarterly Tourist Giveaway Program”, the Key-Words marketing, and the “The Best Trip in the World - Taiwan Explorers Wanted” contest.

After these promotions took place in 2009, the number of inbound visitors to Taiwan increased by 14.30%; 29.47% of which came for sightseeing purposes. Moreover, in July 2008, the government opened the gates to Mainland Chinese tourists, and since then, 970,000 visitors from China came to Taiwan, 600,000 of which came in tourist groups. Even after the great financial crisis and tourism recession, the Japanese still remain as the number 1 source of inbound visitors to Taiwan, consisting of one million visitors in 2009.

This proves the success of Taiwan’s promotions in Japan. The Tourism Bureau, MOTC expects to understand the motives, viewpoints, tendencies and consumption of the inbound visitors in Taiwan to supply reference material to tourist related organizations to improve sightseeing facilities in Taiwan and to plan international tourism advertising and marketing strategies. The survey can be a source of information to estimate the amount of visitor expenditures.

Here at the Tourism Bureau, MOTC, we proceeded with the survey at the Taiwan Taoyuan International Airport, Kaohsiung International Airport and Taipei Sonshan Airport, interviewing inbound visitors, as they were about to leave Taiwan. The objects of this survey were the foreign and overseas Chinese inbound visitors from January 1 to December 31, 2009 (excluding the foreign and overseas Chinese transit visitors). This survey still adopted the method of “Quota Sampling”, which conformed best to the control of working standards and the characteristics of the samples to achieve random and sample representatives.

The number of valid samples was 5,784 persons in total, including 1,363 persons from Japan and 1,289 persons from Mainland China, from January to December, 2009. The major investigative results of this survey were classified into “Related Indices of the Inbound Visitors in Taiwan”, “ Analysis of the Inbound Visitors’ Plans”, “Analysis of the Inbound Visitors’ Behavior “, “Analysis of Beneficial Results of the Inbound Visitors’ Consumption and Taiwan’s Competitiveness in the Asian Tourist Market” and “Analysis of Basic Information of the Inbound Visitors”.