Destination BrandWatch (ASIA): New Tourism Campaigns from Taiwan, Vietnam & Cambodia

Taiwan Tourism Board Launches New Tourism Brand

The Minister of Transportation and Communications said the new campaign could help the nation develop its tourism sector and reach 10 million visitors

The Tourism Bureau of Taiwan has launched its new global campaign slogan — “Taiwan — The Heart of Asia” — as well as a new theme song, setting the tone for tourism campaign strategies in the years to come. The bureau had been using “Taiwan, Touch Your Heart” as its global campaign motto since 2000.

Aside from the slogan, the new campaign also features a heart containing some of the crucial elements of Taiwan, including food, culture, festive events and biodiversity.

All of the bureau’s campaign materials published in the future will feature the new campaign logos, the bureau said.

Minister of Transportation and Communications Mao Chi-kuo (毛治國) said the nation reached a major milestone last year by having more than 5 million tourists visit the nation.

“Considering the exponential growth, I believe that the introduction of the new tourism campaign slogan could lead us toward the 10-million mark within three to five years,” he said.

“When you have only 2 million tourists, you are a peripheral market. But when you have 10 million, you become a core market,” he said, adding that the new logo not only shows the nation’s determination, but also its faith in reaching the goal of having 10 million tourists come to visit.

“The international tourists we are talking about here are not those crossing the borders and buying a bottle of water at a 7-Eleven store, like those in Hong Kong or Singapore,” he added. “We are talking about a solid number of people who come to travel in Taiwan.”

Tourism Bureau Director–General Janice Lai (賴瑟珍) said the bureau spent about two years developing the new logo.

“Over the past 10 years, many have been impressed by the old logo,” Lai said. “But we felt the need to find a new brand as we are repositioning ourselves in the market.”

Lai said the bureau first -gathered opinions from government representatives, academics and the tourism industry. It then entrusted a UK-based branding firm Winkreative with the task of executing the actual design work.

To create a sense of continuity, Lai said the new logo keeps the concept of a human heart, which should be where everything begins.


Vietnam Introduces New Tourism Brand

With increasing profits from tourism, Vietnam decides to seize the opportunity to maximize its potential. At the beginning of February, the country introduced its new logo “Vietnam, a Different Orient”.

For several years, Vietnam has been gradually increasing in popularity and with its booming economy, growing middle class and constantly improving standard of services, its profile as a bright new Asian destination has brought its rewards. The current logo “Vietnam – the hidden charm” may have done  its best and right now, local authorities were looking for a striking rebrand which would open up the window of opportunity as wide as ever.

Vietnam has become an unusually appealing destination and tourism numbers are on a constant increase. What local tourism officials need right now, is to secure a steady growth and perhaps appeal to a more diverse traveler base. As local middle class grows in power and wealth, it is likely the domestic tourism branch will grow in power, too. However, major focus of Vietnamese Tourist Administration remains on raising the number of foreign visits to Vietnam by 10 – 15% before 2015, luring some 12 million.

The International Air Transport Association estimates by 2014, Vietnam will be in the top three fastest growing markets in terms of international passengers. The increase in domestic passengers is likely to be even more significant. Simply said, the future outlooks are very positive, indeed.

Many Asian countries have made tourism their priority and it comes as no surprise Vietnam joins in with a new campaign and logo. Especially recent weeks have been fantastic for local tourism as the country welcomed thousands of visitors who wished to experience the Lunar New Year festival. However, Vietnam is only at the beginning of its four–year campaign to get a firm grip of the Asian Tourism market.


Adore Cambodia! Tourism Campaign Launched in the Heart of the Kingdom of Wonders

A thriving tourism community aims to attract thousands of gay and lesbian travelers to Siem Reap, Cambodia, home to more than 40 gay-owned and gay-friendly businesses, in 2011-2012.

Cambodian tourism businesses have launched a colorful, global campaign, Adore Cambodia!, to let GLBT travelers know they are especially welcome in the Kingdom of Wonders.

With the spread of ultra-cheap flights from regional hubs like Malaysia, Singapore and Vietnam, gay and lesbian tourists have discovered a quiet haven of tolerance, culture and world heritage that is actively reaching out to the economically powerful GLBT niche travel market.

“Siem Reap is remarkable because major players in the hospitality and service industries are comfortable extending a genuine welcome specifically to GLBT visitors,” explains John Goss, director of which lists more than 70 gay-owned and gay-friendly businesses around Cambodia. “These include Travel and Leisure’s #1 hotel in Cambodia, dozens of gay-run boutique accommodations, trend-setting restaurants, and fashion and design innovators that are part of a hip, emerging contemporary arts movement dubbed Cambodia Cool.”

Siem Reap also boasts Cambodia’s first men-only leisure complex combining an uber-stylish hotel, spa, and gym designed by one of the country’s leading architects. The New York Times even stood up and took notice recently, proclaiming Siem Reap to be a “gay haven” in 2010.

“Mutual respect between people is deeply a part of Khmer culture. Gays and lesbians are included as long as cultural traditions are respected,” explains openly gay business owner, Sopheara. “More and more Cambodians, in all strata of society, are living an open gay life. But you won’t find provocative displays of sexuality here, as you might in some other countries. Cambodia is refreshingly free and easy for gays wanting to blend in with our live-and-let-live lifestyle.”

The Adore Cambodia! logo design is based on the Cambodian national flower, the Rumbdul, depicted in the six colors of the internationally recognized “gay rainbow.”

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One thought on “Destination BrandWatch (ASIA): New Tourism Campaigns from Taiwan, Vietnam & Cambodia

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