September 5, 2023

Industry Trends: Tourism industry, you alright?


travel 2020 May



While we might be seeing some light in the current pandemic cloud, travellers and tourism industry are still wondering when it will be back to normal. We’ve asked respondents from 18 to 60 years old during May 8th till 15th this year, for their insights on the overall environment and spending plans. Let’s keep everyone in the know so we can all make smarter decisions.

Travel spendings and frequency low, yet opportunities arise

Though Taiwan has lifted the ban on mask export, consumers still cut down on travel plans & budget to indoor/outdoor scenic spots. Fortunately, the COVID-19 pandemic has lesser effect on the outdoor destination visits (slight 3.8% drop), and 60% of respondents are still willing to travel, albeit international.

Top domestic destinations are suburbs such as Hualien county (12.8%) and Yilan county (11%).

Chart 1

Domestic travelling considerations & price range

So how do you lure those willing to travel? In addition to outdoor/spacious environment (62%), transportation convenience (48%), promotion deals (37.6%), unique attractions (33.5%), and tasty food (27.6%) all key triggers to travel. Tourism industry players are suggested to factor these into overall marketing campaigns or new offerings, to avoid the trap of heavy price cuts.

Perhaps still afraid of cluster infection, travellers prefer driving their own vehicles. Amongst those willing to travel, almost 40% of respondents prefer one-day travel. Overnight room rate is said to be under NT$2000.

Chart 2

Demand for international travel delayed till 2021

It used to be about where to go for travelling and now it’s all about when international travel bans will be lifted.

Around 50% Taiwanese believe we might need to wait till sometime between March & May next year for everyone to start going abroad again, though some are more optimistic and aiming at February 2021. Regardless of which, plans for travelling won’t be till early next year.

Japan related tourism businesses could start planning for previous exciting content recap, including what people care about the most. For example, pulling previous natural scenery (60.9%), Japanese gourmet (54.6%), and hotspring (41.2%) related content back to help travellers start planning now.

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Don’t wait, roll out your new idea now

The pandemic does not wipe out demands but makes consumers a smarter (and more careful) one. The real question here is how do you keep up with consumer insights and open up to strategic collaborations for win-win. Want to know if your offerings make sense? Don’t think, just give it a test run with respondents.

Want to know how your industry, consumer insights are doing in Taiwan or other parts of Asia?

Contact us now and let us be your best strategic partner!

Together we are stronger.



Survey Agency: InsightXplorer
Survey Date: May 8 to May 15, 2020
Survey Method: Online survey
Respondents: People aged 18-60
Number of samples: 882
Author: Cher Chang



Download the full report here.