Taiwan receives roughly 20 million international visitors each year. Southeast Asia nations make up the top 15 international visitors. However, there was a gap between the perception of Taiwan and one of Southeast Asia’s largest markets, the Muslim and halal-friendly segment.

The Taiwanese Tourism Bureau needed an approach to narrow the gap and position Taiwan as a halal and Muslim-friendly destination.

Through several strategic approaches, we helped the Tourism Bureau expand its influence to the target market in Malaysia. Under the Salam Taiwan campaign, we activated KOLs such as Ayda Jebat to bring forward intended messages to the right audience. 

Other channels utilised included PR releases, social media engagements, and digital advertising campaigns. We also partnered with strategic brands and retailers to increase exposure.

Our approach has helped to increase the number of tourists to Taiwan. Perception of Taiwan has shifted and is now known to be Muslim-friendly. There has since been a 30% increase in Malay tourist arrivals to Taiwan, as well as a 55% increase in campaign visibility on social media. This ongoing campaign is projected to have a stable long-term growth.