Taiwan Tourism and local MY artist take over KL trains with colorful campaign

The Taiwan Tourism Administration Office of Kuala Lumpur (Taiwan Tourism MY) has unveiled a new campaign titled "Jom Taiwan: Ride the adventure" ('Let's go Taiwan: Ride the adventure').

The campaign aims to attract more Malaysian travelers to Taiwan and features four themes: "Jom Taiwan makan-makan" ('Let's go to Taiwan to eat'), "Jom Taiwan lihat-lihat" ('Let's go to Taiwan to sightsee'), "Jom Taiwan main-main" ('Let's go to Taiwan to play') and "Jom Taiwan rasa-rasa" ('Let's go to Taiwan to explore'). The four themes showcase Taiwan's delicious food, beautiful scenery, fun activities and cultural charms. 

As part of the campaign, Taiwan Tourism MY has taken over the KL monorail and Bukit Bintang MRT with train wraps and designs by local Malaysian illustrator known as Book of Lai. The designs feature Taiwanese culinary dishes, beautiful scenery, fun attractions and cultural experiences. 

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The takeover aims to let Malaysians experience the unique allure of Taiwan while commuting daily, making them feel as if they are surrounded by Taiwan's landscapes. This hopes to ignite their enthusiasm for visiting Taiwan. 

"From January to May this year, more than 200,000 Malaysians traveled to Taiwan, a nearly 20% increase compared to the same period last year. With the theme 'Jom Taiwan: Ride the adventure,' we are using fantastical illustrations to showcase Taiwan and attract Malaysians to explore Taiwan's food, attractions, and culture, experiencing our warm hospitality," said James Bu, representative of the Taipei economic and cultural office in Malaysia. 

The Muslim travel market is set for a significant uptick this year, with global international arrivals potentially reaching up to 168 million, exceeding pre-pandemic levels by as much as 5%.

Amidst this boom, Southeast Asia has once again emerged as the world’s leading Muslim tourist destination in the latest edition of the Mastercard-Crescent Rating Global Muslim Travel Index (GMTI), with Indonesia and Malaysia tied for the top spot among 145 destinations in the 2024 study.

This growth in volume highlights the rising prominence of the segment, driven by demographic and economic expansion, cultural and Halal tourism development, and technological advancements that enable more personalised travel experiences for Muslim travelers, such as apps that locate Halal food outlets, Qibla directions, and prayer timings.

The impact of artificial intelligence is also helping further customise travel experiences to simplify travel logistics while adhering to faith traditions.

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