With a raised 'V' hand-sign, singing sensation Jolin Tsai and director Nien-Jen Wu, signalled the start of "Welcome 2 Taiwan", a new tourism initiative to showcase the country's attractions.

They are in Singapore to promote the new tourism drive for Taiwan Tourism Bureau (TTB).

For 2007, TTB aims to showcase the dual aspects of Taiwan's attractions, a stellar combination of rich, illustrious history and an exciting modern culture; hence the 'V' hand-sign, a hallmark trait of how Taiwanese people commonly pose for photographs and a representation of the numerical '2'.

The new campaign aims to encourage repeat visits and reach out to a wide demographic of tourists, regardless of age, said a press statement.

It will build on the concepts of "youth versus experience", "fashion versus tradition", and "modern architecture versus nature" by leveraging on the celebrity appeal of Taiwanese pop icon Jolin Tsai, and accomplished director, actor and screenwriter Nien-Jen Wu, the ambassadors of the tourism drive.

The pair will take over the reins from pop singer Chang Hui-mei (A-mei), who was the ambassador for the past three years, and who played a successful role in promoting the "Four Seasons" of Taiwan.

"Taiwan has many faces, both literally and figuratively. Director Wu represents the very local, adult generation, while Jolin as everybody knows is a rising star. But she's also a native of Taipei. Both of them can properly represent the different facets of Taiwan," said Mr Philip K. S. Chao, Regional Director, S.E. and South Asia, Taiwan Visitors Association, at a media conference in Singapore earlier this week to present details of "Welcome 2 Taiwan".

With this latest two-pronged approach, the TTB hopes to surpass its 3.75 million visitor arrivals for 2006, with a 7 per cent increase this year. It will continue to focus on the Southeast Asian market, primarily Hong Kong, Macau, Malaysia and Singapore, which it aims to attract 780,000 visitors from.

Taiwan has recorded a steady increase in visitors from Malaysia and Singapore over the past three years, and in 2006, the numbers increased by 7.12 per cent and 10.82 per cent respectively.

"There's some good reason for this. Basically we share the same ethnic Chinese background, which gives us a tremendous advantage. Even though we have a consecutive three year growth, sometimes even over 15 per cent, our 7 per cent target for this year will not be easy. But I am confident," Mr Chao told AsiaOne.

"Welcome 2 Taiwan" will employ a series of advertisements and public appearances by its celebrity spokespersons to showcase the country's attractions. A new 30-second television advertisement directed by director Hou Hsiao-Hsien will be shown in Hong Kong, Macau, Malaysia and Singapore.

Starring the tourism ambassadors themselves, the commercial which is directed to the tune of Bach's "Prelude in D" highlights the fascinating dual facets of Taiwan. Audiences can expect to see dual 'snapshots' of Jolin Tsai and Nien-Jen Wu engaged in uncannily similar activities but with a vibrant, youthful perspective for the former, and a rustic, cultural slant for the latter.

Singaporeans can also expect to see a Mass Rapid Transit (MRT) train decked out in "Welcome 2 Taiwan" posters and advertisements, with prominent display of the spokespersons.

Top photo of Jolin Tsai and Nien-Jen Wu by Ng Kheng Wei

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-- Check out some photos and a video of the event.

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