Wanderlust, the U.K.’s longest-running and most broadly circulated travel magazine, recently announced the 2024 Reader Travel Awards as selected by about 170,000 readers. For the second year in a row, Taiwan has received the silver award for the world’s most desirable island destination. Sri Lanka was voted gold, while Puerto Rico won bronze.
Statistics from the Taiwan Tourism Administration have shown that Britain currently is Europe’s largest source of tourists for Taiwan. From January to October this year, more than 287,000 European tourists visited Taiwan, 20% of which were from the U.K. Compared to the same period last year, this number is about 1.14 times higher.
In order to promote tourism to Taiwan, the Tourism Administration’s London office posted dynamic and print advertisements in several highly trafficked subway stations in the city from September to October. Most recently, they launched body advertisements on 50 London city taxis that showcase the country’s culture and natural beauty. Taxi passengers will be able to scan a QR code in the taxi for a chance to participate in a lottery for a round-trip ticket from London to Taipei in premium economy class on EVA Air.
In addition to advertising on public transport, the Tourism Administration’s London office is also using more innovative ways to tap the British tourism market, including hosting a cocktail workshop featuring popular Taiwanese products like Kavalan whiskey. London-based internet influencers Earl and Sean from the Philippines and South Korea, who attended the cocktail workshop, promoted the event on their Instagram page to more than 130,000 followers.
Earl and Sean are not the only influencers promoting Taiwan. Recently, U.K.-based travel documentary filmmaker Karl Watson spent two weeks traveling around the island, taking in the sights and enjoying various local foods. In the travel video he uploaded to his nearly 330,000 subscribers, he highlighted how underrated Taiwan is among tourist destinations throughout East and Southeast Asia, encouraging more people to visit.