In the face of the post-epidemic era, Taiwan cannot stay out of the business opportunities of global tourism production value! In order to stimulate the domestic tourism industry and boost economic growth, Vpon, which leads the brand with all-round data solutions, not only makes use of electronic invoice consumption data and mobile equipment data, but also accurately grasps the total tourism production value of countries, cities, towns, administrative regions, including outlying islands. Vpon successfully assists many tour operators and tourism bureaus of counties and cities plan their digital marketing strategy, analyze and gain profitable industries insight, to optimize the tourism marketing of each merchant. Therefore, Vpon, which has a strong “big data of tourism production value”, is the key and core strategic partner of the tourism bureaus of counties, cities, and tourism operators.
In the past two years, Taiwan’s tourism industry which has been the hardest hit by the epidemic has evaporated hundreds of billions of tourism production value. The coexistence of the world and epidemic has become a new normal. How can the government and tourists turn the crisis into new business opportunities brought by the retaliatory tourism wave? It is definitely a big challenge for the tourism bureau and merchants! In order to more accurately estimate the tourism production value of each county and city and grasp more complex industrial situation, Vpon based on the government’s public data, combined with its own passenger data and consumption data, uses big data to analyze the total tourism production value of each township and city, and at the same time observes the popular stores and hot items in retail, catering and accommodation industries. And in the detailed classification ranking, Vpon’s powerful “Wee Global Data Platform – big data of tourism production value” is presented with clear visualization to attract new potential customers, select more accurate audiences, and raise the customers’ value.
After the benefits of national travel subsidies have won applause, Taiwan’s tourism should take advantage of the victory and force smart city marketing and integrated local consumption. The government and operators should work together to tourism flourish the industry. Vpon’s data team uses electronic invoice consumption data and mobile devices data to observe the cross-county consumption of Taiwanese consumers, excludes the factors of the life circle between counties and cities, and comprehensively consider the tourism expenditure of retail (shopping, entertainment), catering, accommodation, transportation and other categories to estimate the total tourism production value of each country and city from other counties and cities. The estimated results show that Taiwan’s total tourism production value in 2021 reached New Taiwan dollar (NTD$) 294.5 billion, and the average single-time travel expenditure of Chinese people was NTD$ 2061.
Total tourism production value
Taipei City ranks first in the country, and Yilan County ranks first in non-six capitals
Vpon’s data team compared each county and city’s total tourism production value in 2021. Four of the six cities are popular national travel destinations. Taipei City is as high as NTD$ 67.1 billion, ranking first in the country, followed by Kaohsiung City at NTD$ 40.9 billion, Taichung City at NTD$ 40 billion, and Tainan City at NTD$ 23.1 billion. Yilan County benefits from the advantages of the neighbouring Taipei region and is the most popular national travel destination among the non-six capitals, with an annual production value of NTD$ 13.6 billion.
Figure 1. Total tourism production value of each county and city in 2021 (NTD$ 100 million)
Single consumption per person
The average single consumption in outlying islands and the eastern regions is high
Vpon’s data team observes the passengers’ average single-time consumption of Penghu Country, Lienchiang Country and other outlying islands are high due to the long travel days, vacation image and other factors. Among them, Penghu County has the highest consumption, with an average consumption of NTD$ 10487 to NTD$ 12817. Taiwan’s main island has a high consumption in Hualien County, Taitung County, Yilan County and other eastern tourist countries.
Figure 2. Top 5 counties and cities in single consumption per person in 2021
Category production value
The production value of the accommodation industry are high in Taipei City, which is six capitals, and Yilan County, which is not the sixth capital; the catering production value of Taichung City ranks first in Taiwan.
Vpon’s data team also analyzed the production value of tourism accommodation. Looking at the accommodation and catering industries in the tourism production value, the proportion of tourists visiting Yilan County in the accommodation expenditure is high, and the production value ranks fourth in Taiwan. The six capitals are the most prominent in Taipei City’s production value of the accommodation industry, followed by Taichung City and Kaohsiung City. In terms of the production value of the catering industry, Taichung City has always been famous for its delicious food. The production value of the catering industry ranks first in Taiwan, and the proportion of catering expenditure of tourists is also much higher than other six capitals.
Figure 3. Top 5 counties and cities in the production value of the accommodation and catering industry in 2021
Taipei City
The accommodation value is concentrated in Zhongshan District, and the top ten operators are mostly five-star hotels
Vpon’s data team further observed the distribution of the accommodation production value in Taipei City. Nearly 40% of the travel expenditure of tourists from other counties and cities fell in the middle of the Zhongshan District, including the first-ranked Regent Taipei, followed by five-star hotels such as The Okura Prestige Taipei, The Grand Hotel Taipei, Grand Mayfull Hotel Taipei and Marriott Taipei. Secondly, 12% of the production value falls in Xinyi District and 11% in Zhongzheng District. Popular operators include Sheraton Grand Taipei Hotel, Grand Hyatt Taipei, etc., which shows that when tourists from other counties and cities visit Taipei City, they prefer to experience five-star hotels.
Figure 4. Administrative district proportion of Taipei City accommodation production value
Figure 5. Top 10 Taipei City operators of accommodation production value
Taichung City
Most of the catering expenditure is in Xitun District, and eight of the top ten businesses are roast meat shops
Taichung’s performance in the catering industry is ahead of other cities in terms of popularity and production value. About 22% of the consumption of other counties and cities occurs in Xitun District. Among the top ten popular stores in the city, the six stores of Umai Yakiniku, which are claimed to be the most difficult to book in Taiwan, are all on the list. In addition, it also includes the well-known Chaliu Yakiniku, Kazama Yakiniku, etc. It can be seen that Yakiniku has long been one of the famous products in Taichung City.
Figure 6. Administrative district proportion of Taichung City catering production value
Figure 7. Top 10 Taichung City operators of catering production value
Tainan City
Min Ben Chi is the most popular among tourists. Many stores are on the list of Tan Zuo Ma Li and Dain-Dain Hamburger; many business hotels in the top ten accommodation companies are on the list
Tainan’s performance in the catering and accommodation industries is also above the average of all counties and cities in Taiwan. However, compared with other counties and cities in catering and accommodation, Tainan City’s popular stores in the catering industry span the types of snacks, roast meat, hot pot, and fast food. Regarding accommodation, the top few on the list are arranged by five-star hotels, including Silks Place Tainan, Shangri-La Far Eastern Tainan, etc. However, it can also be seen that there are many business hotels on the list, such as Justwin Grand Hotel near Tainan Science Park, Zenda Suites near National Cheng Kung University in downtown Tainan City. It shows guests also like to choose business or economical accommodation.
Figure 8. Administrative district proportion of Tainan City catering and accommodation production value
Figure 9. Top 10 Tainan City operators of catering and accommodation production value
Yilan County
The most popular national travel destination among the non-six capitals, and the production value of the accommodation industry in Jiaoxi Township is strong
Vpon’s data team has an in-depth understanding of the non-six capitals and selects Yilan County, which has the highest tourism production value, as the observation object. Up to 52% of the tourism production value of Yilan County comes from the accommodation industry, which Jiaoxi Township accounts for more than half. The accommodation options for tourism in Yilan County are vibrant and diverse, including the Lealea Makauy Ecological Park Cilan Resort, surrounded by mountains and forests, hot spring hotels such as Hotel Royal Chiao Hsi, Cuncyue Hot Spring Resort, Lakeshore Hotel Shuo, etc., Dancewoods Hotel, which focuses on the pastoral style, or the Shen Nong Village, which, making Yilan County a large tourist country with high production value and high average consumption per person.
Figure 10. Administrative district proportion of Yilan County accommodation production value
Figure 11. Top 10 Yilan County operators of accommodation production value
Taiwan tourism needs to create a strong “national brand” image, which combines the strength of various industries and joint promotion by government and operators. This can be achieved by leveraging the country’s reputation. We will fight against smart city marketing and integrated local consumption, balance epidemic prevention and economic development steadily, raise the tourism production value to a higher quality level before the epidemic, and guide the tourism industry toward sustainable and sound development. As a leading big data company, Vpon is duty-bound and fully assists the county and city tourism bureaus and operators. Through the unique data platform of the data ecosystem, it implements the full use of a compelling ” big data of tourism production value” to optimize the data appearance of each city, effective marketing strategy in tourism industry, as well as the successful creation of new business opportunities and significant improvement of operational performance.
- The overall tourism production value is estimated through electronic invoice data combined with open government data such as profit revenue of registered businesses, so the numerical estimate includes merchants who have not issued unified invoices.
- The passenger consumption data used in the merchant ranking list and consumption details are from the electronic invoice data, so if the merchant does not issue a unified invoice for the consumption item, it is not within the scope of analysis.
- Large chain merchants have been excluded from the ranking list of retail and catering.
Source: Wee Global Data Platform
- Vpon Taiwan passenger label and mobile data of mobile devices
- Profit revenue of businesses – by region and tax industry (107~111)
- Statistics of electronic invoice consumption
- Transportation invoice statistics – data set
- Consumer Access Invoice Statistics – Data Set Survey on the tourism situation of Taiwan in 2021 by the Tourism Bureau of the Ministry of Communications
- 2021 Taiwan Tourism Survey from Tourism Bureau, M.O.T.C
