How to Promote Youth Travel Taiwan in Europe ?
Youth are the future. The brand which focused on the high spending consumers
of today is going to run out in the future.
After some investigation I discovered that the Taiwanese government actively
promotes Youth travel in Taiwan via the Taiwan Tourism Bureau and the Taiwan
Youth Commission. These organizations focus primarily on promoting Taiwan
to geographically close, and culturally similar nations such as Singapore and Japan.
I believe that Taiwan represents one of Asia's best kept secrets for European
youth travelers.
The European Union has been experiencing consistent economic growth, and
represents the largest proportion of travel dollars spent relative to other countries
for overseas travel. The European youth travel market is estimated to be 25% of
the total travel market. Thus Taiwan remains largely unexplored for European
youth travelers and awaits the appropriate marketing approach and message.
Young Adults are the most responsive to mobile marketing and use more email
over SMS but email use is still very much a need‐to‐have as opposed to a wantto‐
have.
Young Adults are a key Iphone owning demographic although not the largest.
Their social need for significance being higher than younger consumers drives
them to purchase and use technologies that offer display benefits e.g. Latest
handsets or camera phone and mobile games to show off handset. At this level
mobile is competing with auto brands, credit cards and designer brands.

Table adopted by Economic Forecast, Autumn 2007, by the European Union,
http://epp.eurostat.ec.europa.eu/portal
Data adopted by ‘Europe remains a big player in international travel’: 2005; provided by the
European Union,
http://epp.eurostat.ec.europa.eu/portal
Table adopted by ‘How Europeans go on holiday’ 2003, provided by the European Union,
http://epp.eurostat.ec.europa.eu/portal
http://www.dailymail.co.uk/pages/live/articles/news/news.html?in_article_id=504214&in_pag
e_id=1770
http://www.dailymail.co.uk/pages/live/articles/news/news.html?in_article_id=504214
&in_page_id=1770
http://asia.cnet.com/blogs/infochat/post.htm?id=63004236
http://arstechnica.com/journals/apple.ars/2008/11/10/iphone-3g-temporarily-trounces-r
azr-as-top-consumer-phone
http://money.cnn.com/news/newsfeeds/articles/djf500/200812040446DOWJONESDJ
ONLINE000411_FORTUNE5.htm
http://arstechnica.com/news.ars/post/20081204-apple-rim-winners-in-shrinking-smart
phone-market.html
http://mic.iii.org.tw/intelligence/
ProQuest Telecommunications Database
www.mobileyouth.org
www.admob.com/metrics.