Taiwan steals the show at IMTM 2018

Demonstrating Taiwanese hospitality and passion, the Taiwan Tourism Bureau’s team in Israel proves that Taiwan truly is ‘The Heart of Asia’.

TEL AVIV, February 8, 2018 -- During the 24th International Mediterranean Market (IMTM 2018), which is took place on February 6-7, 2018 at the TLV Convention Center, the Taiwan Tourism Bureau’s investment in an upscale and experience-rich Taiwan booth demonstrated that now it’s “Time for Taiwan” in Israel.

The booth was opened by senior officials from the Taiwan Tourism Bureau and Taipei Economic and Cultural Office in Tel Aviv, who gave speeches to a crowd of Israel travel agents and media. Following a formal invitation by the Director General Amir Halevi of Israel’s Ministry of Tourism, Taiwan’s Deputy Director General Shu-Hui Chen of Taiwan Tourism Bureau, presented her thoughts on why Taiwan should be the next place for Israeli travellers to visit: “From speaking with various Israelis about their travelling preferences, we have heard that many enjoy adventurous travel within nature. One of the great things about Taiwan is that nature is so easy to get to from any of Taiwan’s major cities. Our landscapes and activities are so varied, that you can have a different adventure every day and not get bored. For example, you can spend a couple of weeks cycling around the entire country; hiking in some of the most stunning natural sites; or surfing some of the best waves this side of the Pacific.”

A group of students from Israel’s Haifa University spent an hour at Taiwan’s booth, demonstrating how friendly Taiwanese-Israeli relations are, and how engaging the Taiwan booth’s activities were. Activities they and other visitors partook in included:

  • Song and dance performances by aboriginal Taiwanese, whose ability to entertain the crowds even got local visitors dancing in the aisles.

  • Freshly made sample-size cups of bubble milk tea, as well as a range of traditional Taiwanese snacks were so in demand that hundreds of Israelis were able to get a taste of the wealth of food possibility that awaits them in Taiwan.

  • Hourly prize giveaways of Taiwan’s famous tea, as well as Taiwan-branded suitcase covers for those that correctly answered questions, got Israelis excited to learn more about Taiwan.

  • The Taiwan booth also received visits from the exhibitors at many other nations’ booths, who were impressed by the quality of the Taiwan booth’s design and construction, as well as the welcoming hospitality offered by our multicultural team.

  • The Taiwan booth was the only booth in the entire IMTM Exhibition not to use the services of the official contractors, opting instead to fully design and construct the booth in Taiwan out of recycled cardboard and ship it to Israel. This shining example of Taiwan’s strengths in design won over many of the show’s visitors, who expressed a desire to take parts of the booth home with them.

  • Our on-site Chinese calligraphy master Zhi Jian Wu created dozens of one-off scrolls  featuring the Chinese names of Israeli individuals and companies, as well as couplets for love and good fortune.

Trust H.J. Lin, Director of the Taiwan Tourism Bureau’s Singapore Office, which manages the Israel market, believes in Israel’s importance to Taiwan: “Over the past year, the number of Israelis visiting Taiwan has increased by 23.5%, making it the fastest-growing Middle Eastern market for Taiwan, and is a beacon of the importance of Middle Eastern tourists to Taiwan’s growth as hot destination for travelers.”

Photos related to this press release are available here for download: https://drive.google.com/drive/u/0/folders/1z7UmRQOz8Ir9S8z4jAw_NG9HyDtOGXQt

We welcome you to use them in your publications.


The Taiwan Tourism Bureau (TTB) is the official government agency of Taiwan (R.O.C.) responsible for domestic and international tourism policy development and execution. The Israel market is managed by the Singapore branch of TTB.

The marketing slogans currently in use for Taiwan, are “Time for Taiwan” and “The Heart of Asia”, while the official mascot of the TTB is Oh!Bear, a cartoon Formosan Black back, the national animal of Taiwan.


For more information about Taiwan, please visit: www.taiwan.org.il and eng.taiwan.net.tw

Press contact: Alex Trup