New Delhi: Taiwan Tourism Administration (TTA), the organization dedicated to promoting Taiwan as a world-class travel destination, has announced the appointment of Paul Shih as the Director of its Singapore Office. In his expanded role, Shih will oversee tourism efforts in India, Australia, New Zealand, Singapore, and the Middle East markets.
Shih takes the reins from Joseph Cheng, who was pivotal in revitalizing Taiwan’s tourism appeal in the post-COVID era, particularly in emerging markets like India. Shih will now lead Taiwan Tourism Administration’s initiatives to further expand the country’s global reach, with a focus on boosting visitor numbers and increasing Taiwan’s visibility as a must-visit destination.
Speaking on his appointment, Shih shared, “I am incredibly honoured and excited to lead Taiwan in some of the most dynamic international tourism source markets like India and the Middle East amongst others. Taiwan is one of the world’s premier travel destinations and packs tremendous destination punch within its small geography that has never ceased to delight and entertain international visitors. It would be my utmost endeavour to take brand Taiwan, the marketing and promotion of the diverse destination, its offerings, and experiences to newer heights and help create destination demand across sectors like business, leisure, and MICE tourism in these markets.”
One of Shih’s primary responsibilities will be launching TTA’s new destination marketing campaign, ‘Taiwan – Waves of Wonder,’ aimed at highlighting Taiwan’s diverse offerings for leisure, business, and MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism.
Shih also plans to bolster TTA’s global network by enhancing collaboration with marketing and PR professionals to build strong destination marketing platforms.
Bringing a rich and varied professional background, Shih has previously served as Section Chief of Taipei City’s Land Administration Department and as Associate Engineer at Taoyuan City’s Rapid Transit Systems Department. His most recent role was as Analyst at Taiwan Tourism Administration under the Ministry of Transportation and Communication.
