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台灣觀光協會61歲生日快樂 慶祝茶會冠蓋雲集 2018 ITF台北國際旅展移師南港展覽館 與全球最大柏林旅展看齊

201712270006 (1)台灣觀光協會今年成立屆滿61週年!特於今日在台北國賓大飯店舉辦61週年慶祝茶會,由葉菊蘭會長主持,與數百位觀光產業菁英代表共襄盛舉,回溯這一年的推廣成績。年會中邀請到行政院院長賴清德、交通部部長賀陳旦、行政院發言人徐國勇、交通部觀光局局長周永暉等人蒞臨,嘉勉協會長期擔任政府與民間的觀光橋梁,積極配合開拓南向市場的努力。

台灣觀光協會成立於民國45年,是台灣第一個獲得許可設立的民間觀光事業機構,目前有會員約500個,包含旅行業、一般旅館業、觀光旅館業、航空業、運輸業、遊樂園業、藝品業等觀光產業各層面。會長葉菊蘭在慶祝茶會上,特別感謝協會前輩、交通部觀光局、觀光產業及各界的協助,讓台灣觀光協會在今年交出漂亮的成績單。

葉菊蘭會長自今年甫上任後,積極結合過去從政的資源、人脈及經驗,致力於凝聚台灣的觀光資源,建立觀光產業與政府溝通的平台,推動跨部會及跨域合作關係。如台灣觀光協會和觀光局、外貿協會組成三長會議,自三月起不定期針對國內外會展及推廣行銷台灣的相關議題,及時討論甚至研擬辦法。同時也與僑委會及國籍航空、旅行社合作,配合新南向政策,推出「台商員工來台獎勵旅遊」專案。此外,台灣觀光協會帶團赴東南亞國家推廣,也積極拜會當地僑委會、台商總會,力邀台商到台灣舉辦獎勵旅遊。協會也和客委會合作推動「浪漫台三線」計畫,一同赴日本各大旅行社拜會,用當面宣傳、說明和舉辦商談會的方式,介紹「浪漫台三線」旅遊產品,讓日本旅遊界進一步了解旅遊資源的豐富和多樣化。

葉會長更親自走訪德國柏林旅展、日本東京旅展、越南旅展等國際旅遊展覽,致力於海外推廣領域求新求變。在德國柏林旅展上,台灣館以生態旅遊為主的品牌意象打造展攤風格,成功以3支觀光影片獲得ITB四個獎項。在東京旅展上,台灣館也用和過去不同的科技感設計融合「台灣味」,打敗大會其他2,130個展攤,榮獲一等賞。此外,其他國際性的旅展也憑藉創意、創新一舉拿下無數獎項,替台灣爭取榮耀,讓台灣在國際展覽上大放異彩。

行政院院長賴清德表示,去年台灣觀光產值達到820億台幣,雖然陸客減少,但藉由政府的新南向政策及對國際各市場的推廣,今年千萬來台旅客數字已達標,觀光成果豐碩。行政院會全力支持台灣觀光發展,以優厚的資源深化旅遊環境,提升台灣觀光的安全及品質。

交通部部長賀陳旦指出,台灣觀光市場的轉型,產品必須逐漸朝向多元、高品質的方向包裝,才能讓國際旅客一訪再訪,永續經營台灣觀光 。

會長表示,今年10月為止,東南亞國家旅客來台人次成長幅度高達34%,韓國來台遊客也已經衝破84萬人次,比去年同期成長20%,歐美市場也有8-12%的成長,可見政府及觀光業者的努力成果!另由台灣觀光協會主辦的兩大展覽,「台灣美食展」及「ITF台北國際旅展」,在展覽內容的多元化及觀展品質的提升下,今年的觀展人數再創新高。「ITF台北國際旅展」也確定於明年移師南港展覽館,並將致力規劃更專業、更具吸引力的國際旅遊交易平台,讓ITF向全球最大的柏林旅展看齊,讓台灣更被世界注意。葉會長指出,台灣觀光協會持續經營兩岸觀光,開拓大陸市場,也將持續邀請陸方共同主辦明年的海峽兩岸台北旅展,期盼讓全世界見的美好。

觀光形象的塑造就像培養一個品牌,需凝聚官方與產業界的共識,才能充分發揮品牌形象。台灣觀光協會已取得交通部觀光局107年度「組團參加國際旅展委託案」及「國際觀光行銷推廣業務委託案」之委辦資格,並規劃在下一個年度努力在國際舞台上展現更具質感的台灣觀光形象。同時,扮演文化、觀光、外交等跨平台角色,讓官方單位在遇到有所限制之處時,發揮外交功能並致力作為業界與政府間的重要橋梁,讓台灣的觀光軟實力更具競爭力,也更吸引國際的目光,把台灣行銷到世界,讓世界走進台灣。

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