● Important Economic Indicators of Taiwan (Data Released Before January 5, 2025)
 GDP Economic Growth Rate (yoy) 3.26 (%) 2025 forecast |
 CPI Change Rate 2.10 (yoy, %) Dec. 2024 |
 Unemployment Rate 3.36 (%) Nov. 2024 |
 Monthly Regular Earnings of All Employees (Industry and Services) 46,455 (NT dollars) Oct. 2024 |
- The CPI in December 2024 decreased 0.02% from the preceding month, and increased 2.10% compared with the same month of 2023.
- The number of employed persons was 11.606 million, a decrease of 3,000 (or o.o3%) compared to the previous month (October). The number of unemployed persons was 403,000, a decrease of 5,000 (or 1.24) compared to the previous month. The unemployment rate in November was 3.36%, down by 0.04 percentage from the previous month. After seasonal adjustment, the unemployment rate rose by 0.03 percentage points to 3.41%.
- The average regular salary for all employees (including full-time and part-time employees of both domestic and foreign nationalities) was NT$46,455, a decrease of 0.36% compared to the previous month and an increase of 2.63% compared to the same month last year. Non-regular salaries, such as bonuses and overtime pay, averaged NT$6,772. The total average salary, including regular and non-regular wages, was NT$53,227, an annual increase of 3.41%. The median regular salary was NT$37,244, a decrease of 0.16% compared to the previous month and an increase of 2.88% compared to the same month last year.
Source: DGBAS Latest Indicators
● Outbound Travelers
| Outbound departures of nations in January-October 2024 14,162,490 |
| Year on Year +46.9% |
| Outbound departures of nations in October 2024 1,409,979 |
| Month on Month +3.4% |
Outbound Departures of Nationals of the Republic
of China by Destination, October & October, 2024
Unit: Persons
★Source: National Immigration Agency, Ministry of the Interior
As departure destination data is based on an outgoing flight’s first stop, and is also affected by issues related to charter flights, please refer to official entry figures from destination countries for the most accurate data on flight destinations.
Source: Tourism Statistics Database of the Tourism Administration, MOTC
● Number of Passengers on International Routes (Including Hong Kong and Macau) and Cross-Strait Routes at Taiwan Airports
| November, 2024 International routes (including Hong Kong and Macau) 4,056,543 |
| Year on Year International routes (including Hong Kong and Macau) +10.7% |
| November, 2024 Cross-Strait Routes 448,265 |
| Year on Year Cross-Strait Routes +25.0% |
● November Operational Overview of Taiwanese Airlines on International and Cross-Strait Routes
In November 2024, Taiwan’s seven national airlines carried a total of 2,988,807 passengers on international and cross-strait routes. Of these, international and cross-strait routes accounted for 2,622,757 passengers (87.8%), while domestic routes accounted for 366,050 passengers (12.2%). Among the airlines:
● EVA Air carried 1,093,404 passengers (41.7%)
● China Airlines carried 917,243 passengers (35.0%)
● STARLUX Airlines carried 348,999 passengers (13.3%)
● Tigerair Taiwan carried 227,226 passengers (8.6%)
● Mandarin Airlines and UNI Air together carried 35,885 passengers (1.4%).
Source of the above information: Civil Aeronautics
Administration, Ministry of Transportation and Communications –Civil Aviation Monthly Report
★For complete information, please visit the following link.
Load Factor of Scheduled International and Cross-Strait Flights at Airports in Taiwan
By Country and Airline Route
● “Michelin” Star-Hunting: A Popular Experience for Travelers Heading to Macau in 2024
Macau boasts the highest density of Michelin-starred restaurants in the world, making it a culinary hotspot. Taiwanese travelers have long been captivated by Macau’s cuisine, from the iconic Portuguese egg tarts to pork chop buns. Recently, flying to Macau on budget airlines for Michelin star-hunting has sparked significant online buzz. Up until November 2024, 763,861 Taiwanese tourists visited Macau. Beyond the Michelin highlights, what other travel topics about Macau were gaining attention online?
June last year saw the highest online discussions about Macau tourism. This was largely driven by the Mainland Affairs Council’s announcement on June 27 to elevate the travel alert for Mainland China, Hong Kong, and Macau to “orange,” causing a week-long spike in media coverage. Additionally, topics like Macau’s food scene, ultra-luxurious hotels, and photo-worthy spots have been favorites among netizens. Many marvel at Macau’s vibrant nightlife, describing it as a foodie paradise where counting calories takes a backseat to indulging in delicious culinary experiences.
Statistical period: 2024/1/1~2024/12/31
Observation Sources: Discussion forums, social media, news, blogs
Note: This online insights analysis is based on the “OpView Social Sentiment Database,” which compiles and observes the number of online discussions related to “Macau tourism.”
● Sources of Online Buzz Proportions
Similar to travel topics in other countries, Taiwanese people enjoy sharing or seeking advice about their travel experiences on social media platforms. Social media accounts for over 80% of tourism-related public sentiment monitoring, while news sources make up 12%, blogs 3%, and forums 2%.
● Analysis of Online Buzz Source Websites
Public sentiment about Macau tourism predominantly originates from social media platforms. The highest number of posts comes from private Facebook groups such as “Macau Travel Sharing Group” and “Macau Independent Travel: Food, Fun, and Tips”. Popular topics include debates on whether Margaret’s Egg Tart or Lord Stow’s Egg Tart is better, whether a Macau Pass card is necessary, and personal stories like visiting Macau three times a year as the perfect place to relax and recharge. Together, Facebook, Instagram, and YouTube account for 81% of the total online discussions about Macau tourism.
● Macau Tourism: Top Online Buzz in 2024
Keyword analysis from word clouds reveals that food, attractions, and hotels are the most discussed topics among netizens about Macau tourism. Top 5 most discussion foods:
- Portuguese egg tart
- Pork chop bun
- Macanese desserts
- Michelin-starred restaurants: Many are located in luxurious five-star hotels, offering exceptional dining environments.
- Almond cookies: The quintessential souvenir. Which brand is the favorite among tourists?
★Word clouds of Macau tourism
★Word clouds of Macau food
● Online Public Sentiment Monitoring: June 27, 2024, MAC Announcement of Macau Travel Alert Raised to “Orange” (Avoid Non-Essential Travel)
★6/27: The CAN News Fans Group recorded the highest level of discussion. The news dissemination peaked during the three-day period from 6/27 to 6/29.
★6/28: The most-discussed news source was LINE TODAY, along with reports from Newtalk Media.
★6/27: Posts from the Mainland Affairs Council’s Facebook page maintained a roughly five-day period of activity before interest waned.
This news event generated online discussions for about five days before significant declining. Observations shows that the number of travelers to Macau after July decreased slightly, indicating that this event had minimal impact on consumer travel intentions.
● Global Tourism Fully Recovered! UNWTO: Asia-Pacific Enters an Era of Tremendous Growth
The tourism industry is on the verge of a significant growth era. According to the United Nations World Tourism Organization (UNWTO), global international arrivals reached 98% of pre-pandemic levels during the first nine months of 2024. It is projected that this December, the global tourism industry will fully recover from the COVID-19 pandemic. The Asia-Pacific region, which has lagged behind in recovery, is expected to become the global growth hub in the coming decades, with new travelers primarily coming from China, India, and Indonesia.
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CNBC reported that most regions worldwide have recovered from the pandemic, particularly the Middle East, where international tourist numbers for the first nine months of this year grew by 29% compared to the same period in 2019. Growth in this region has been largely driven by an increase in tourists traveling to Qatar (+141%) and Saudi Arabia (+61%).
Africa and Europe have also fully recovered, with arrivals increasing by 6% and 1%, respectively.
In the Americas, international tourist numbers reached 97% of pre-pandemic levels this year. Meanwhile, the Asia-Pacific region is at 85% of pre-pandemic levels. Due to its delayed recovery, the Asia-Pacific is projected to become the center of global tourism growth over the next several decades.
Source: Liberty Times
Release date: December 11, 2024
● The World’s Top 100 Best Cities Revealed! Taipei’s Ranking Exposed, with Three Cities Each from Japan and China
The 2025 Global Best Cities Report has been released, and London, UK, takes the top spot as the world’s best city. Known for its iconic museums and vibrant nightlife, London outperformed over 270 major cities. In Asia, only Tokyo and Singapore made it into the top five, securing the 4th and 5th places, respectively. Taipei ranked 76th globally but achieved an impressive 22nd place in the dining category.
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According to CNN, the report was co-authored by marketing consultancy Resonance and market research firm Ipsos, ranking over 270 global cities based on their livability, desirability, and prosperity. Specific indicators included culture, attractions, nightlife, dining, and international reputation.
Top 10 cities in the global 100 best cities ranking:
1.London
2.New York
3.Paris
4.Tokyo
5.Singapore
6.Rome
7.Madrid
8.Barcelona
9.Berlin
10.Sydney
★For complete information for the global 100 best cities:https://www.worldsbestcities.com/rankings/worlds-best-cities/
●Travel to Japan Alert! Taoyuan Airport Introduces “Japan Pre-Entry Confirmation” From January 16 to February 12, 2025
Taoyuan Airport Corporation announced on December 28 that in response to the surge in Taiwanese tourists traveling to Japan during the Lunar New Year holidays, it will collaborate with Japan to implement the “Japan Pre-Entry Confirmation" process. This program will run from January 16 to February 12, 2025. Specific applicable routes and flights will be announced once finalized. Passengers on designated flights to specific airports in Japan will be able to complete pre-entry document verification in the departure lounge at Taoyuan Airport. This will help significantly reduce customs clearance processing time upon arrival in Japan, making travel more efficient and convenient.
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Participation in the pre-entry confirmation is optional. Japanese immigration officers will conduct passport checks, facial photo captures, and fingerprint collection for participating passengers at Taoyuan Airport before boarding.
Source: FTV News
Release date: December 28, 2024
● Taiwanese Tourists Can Continue Traveling to South Korea Without K-ETA
South Korea’s Electronic Travel Authorization (K-ETA) system, initially implemented as part of a tourism promotion plan during the Visit Korea Year (2023-24), granted Taiwanese travelers an exemption from applying for K-ETA, which was originally set to expire on December 31, 2024. However, South Korea’s Ministry of Justice announced yesterday (December 11) that the K-ETA exemption for Taiwanese travelers has been extended until December 31, 2025.
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This means Taiwanese travelers visiting South Korea before the end of 2025 can continue entering without applying for K-ETA. Travelers only need to fill out an arrival card to enter. Those with valid K-ETA or Smart Entry Service (S.e.S) clearance are exempt from completing the arrival card.
Regarding the Q-CODE (Quarantine COVID-19 Response Health Declaration), the Korea Disease Control and Prevention Agency announced that, as of September 1, 2024, filling out the Q-CODE form is conditionally waived. Taiwan is currently considered a quarantine management region. Travelers who have visited Taiwan or are departing from Taiwan without passing through a key quarantine management region and who show no symptoms are not required to present the Q-CODE.
Source: FTV News
Release date: December 12, 2024
● Will the Declining Korean Won Spur More Tourists to South Korea? Expert Suggests a 3-6 Month Downtrend is Needed
Due to political instability in South Korea, the Korean won has continued to weaken against the US dollar. On December 27, it hit a nearly 16-year low since the global financial crisis. The won opened at 1,467.5 per USD, depreciating by 2.7 won compared to the previous day. By around 11 a.m. local time, it broke the 1,480 mark, reaching an intraday low of 1,487.17, and continued to fluctuate near 1,480.
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Amid the won’s devaluation, the question arises whether this will encourage more Taiwanese tourists to travel to South Korea. Travel expert Jesse analyzed that while the devaluation might be an incentive, it won’t immediately impact tourism. In the short term, it could influence travel interest, but given travel planning habits, people don’t book flights immediately. “To significantly impact the travel market, the downtrend would need to last at least 3 to 6 months,” Jesse said. “Unless the won continues to weaken over that period, there won’t be a sudden surge in tourists.”
Source: Yahoo! News
Release date: December 27, 2024
●Thailand Welcomes 32 Million Tourists! Increased Flights and Hotel Bookings Soar
As the peak travel season begins, Thailand’s tourism industry is enjoying a robust revival, attracting over 100,000 foreign tourists daily, with an average of 3.3 million arrivals per month. As of December 1, 2024, the cumulative number of foreign tourists this year has reached 32 million, generating approximately 1.5 trillion baht (about NT$1.44 trillion) in revenue –a 28% increase compared to the same period last year.
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The Civil Aviation Authority of Thailand (CAAT) reported that in response to the growing demand during the travel season, a total of 71 airlines worldwide have added or launched new flights to Thailand for the 2024-2025 winter schedule, which runs from October 27, 2024, to March 29, 2025. These flights primarily serve major airports such as Suvarnabhumi Airport, Don Mueang Airport, Phuket Airport, and Chiang Mai Airport.
The strong recovery in tourism is also reflected in the surge in hotel demand. According to Thai Hotels Association Chairman, Supawan Tanomkieatipume, the influx of travelers from Europe, America, and Asia has significantly boosted hotel bookings, especially through online platforms. Surveys indicated that in the fourth quarter, occupancy rates for high-end hotels are expected to grow compared to the same period last year, with some hotels seeing increases exceeding 20%. In terms of room rates, 4-star and above hotels have generally seen price hikes of less than 10%, although nearly 10% of hotels have increased rates by more than 20%.
※CheeseAd is an advertising agency specializing in serving clients in the tourism industry. To better understand the current state of tourism in Taiwan for our foreign clients, we have selected news or information from your platform. If you have any comments regarding the above excerpts, please feel free to contact us. Thank you!
Key Summary
- The Retail Media Network (RMN) refers to the practice of retailers leveraging their own digital marketing channels –such as websites, membership apps, physical store resources, and electronic billboards –to allow brands and advertisers to purchase ad space. This enables to utilize the retailer’s data and resources to enhance advertising effectiveness.
- According to eMarketer, the global retail media network is projected to double in size, growing from $111.4 billion USD in 2023 to $233.9 billion USD by 2027. The U.S. market alone is expected to surpass $100 billion USD by 2027.
- The evolution of RMNs can be categorized into three stages:
1.RMN 1.0: Focused on onsite ads within retail platforms, primarily aimed at driving order conversions.
2.RMN 2.0: Expanded to include offsite ads, enabling full-funnel communication and engagement.
3.RMN 3.0: Combines the powerful insights from retail data with omnichannel marketing strategies, providing comprehensive RMN solutions to brands.
●2024 Retail Media Highlights: Key Trends Recap
The RMN has become a major driver of digital advertising growth in 2024, achieving a global ad spending growth rate of 20.3%. This solidifies RMN’s status as an indispensable trend in the digital advertising industry and has prompted international retailers to accelerate their RMN strategies.
Here are the top three highlights from RMN’s developments in 2024:
1.Walmart’s aggressive RMN expansion than other retailers
- Acquisition of Vizio: Entered the connected TV (CTV) advertising market.
- Partnership with NBCUniversal (NBCU): Launched shopping ads integrated into sports events.
- Collaboration with Disney+: Created a seamless marketing data loop for cross-platform campaigns.
2.Diversification of retail media across industries: The following five companies have started establishing RMN businesses
- Aviation industry: United Airlines
- Delivery services: Uber
- Financial services: Western Union and PayPal
- Travel industry: Expedia
3.Emergence of out-of-home (OOH) retail media: Innovative applications in OOH retail media are gaining momentum globally
- 7-Eleven: Rolled out in-store audio media networks across North America.
- Co-op: Focused on programmatic digital OOH advertising.
- Immersive retail concepts: The UK launched its first immersive retail media store, showcasing future possibilities for RMN.
Source: Ten Max
Release date: December 12, 2024
●2025 Advertising Trends: Understanding RMN
★What is RMN and how does it work?
RMN operate as a new traffic channel for marketers, distinguished by its proximity to consumers. All retail advertising occurs within retailers’ digital or physical channels, targeting consumers with clear purchasing intent. This setup allows brands to connect with consumers during crucial decision-making moments, ensuring a higher likelihood of conversion.
★How is RMN advertising presented?
RMN uses retailers’ digital and physical advertising spaces and integrates advanced ad tech platforms (e.g., DSPs) for automated placements. Retailer data is central, enabling brands to target consumers across all potential touchpoints effectively. All advertising efforts are fully trackable, offering comprehensive insights into campaign performance and consumer behavior. Ads can appear on websites, apps, videos, and unique retail-specific formats like: POS systems, in-store digital signage, and self-service kiosks.
★Why is RMN the third wave of advertising evolution? The key to precision advertising
★Benefits of RMN for brands
1.Reaching relevant audiences
2.Helping customers discover products they need
3.Implementing full-funnel marketing strategies on retailers’ platforms
4.Expanding audience reach and uncovering new audience opportunities
Source: BRIDGEWELL
Release date: July 1, 2024
●Rethinking Full-Funnel Marketing Strategies with RMNs
Incorporating RMNs into a full-funnel marketing strategy isn’t just about covering all funnel stages—it’s about knowing when, where, and how to leverage retail media tools to drive conversions and foster brand loyalty.
1.Evolving Your Marketing Funnel
Traditional funnels are effective because consumers can generally be segmented into three categories:
●Those who haven’t heard of your brand or know little about it.
●Consumers actively searching for solutions, which your brand might offer.
●Highly engaged shoppers ready to make a purchase.
To cater to modern consumers, redefine funnel stages with RMN capabilities to ensure relevance at every step.
2.Applying Full-Funnel Ad Formats
The true power of a full-funnel strategy lies in breaking the traditional constraints of ad formats. Instead of limiting formats to specific funnel stages, use them dynamically based on their strengths:
●Sponsored Ads
●Display Ads
●Video Ads
●Dynamic Ads
Attracting Consumers Across Funnel Stages
When implementing a full-funnel strategy, avoid restricting ad formats to specific funnel stages. Instead, focus on how each format’s unique characteristics can influence and guide consumers at various points in their journey.
3.Dynamic Ad Placements Across the Funnel
In the modern retail media landscape, ad placements are no longer static touchpoints. Instead, they act as critical levers that actively guide consumers along their purchasing journey. Whether within e-commerce platforms (onsite), external channels (offsite), physical stores, or connected/streaming television (CTV), these placements form real-time connections between brands and consumer intent.
To achieve optimal results, it is recommended to first determine the advertising placement and then select the appropriate ad format. The placement decides when and where the brand message will reach the consumer, but its true value lies in its ability to be flexibly adjusted throughout the consumer’s shopping journey. This formula emphasizes contextual flexibility, rather than confining ads to a specific stage of the funnel. Instead, it focuses on leveraging real-time data insights and the consumer’s current location to make the best use of ad resources, maximizing impact.
Source: Bridgewell
Release date: December 12, 2024
RMN platforms in Taiwan
In recent years, the “mountain style" (Yama Style) has become popular, originating from Japan. The term “Yama" means “mountain" in Japanese and refers to the fashion style associated with camping or hiking in the mountains. This style later evolved into the “Urban Outdoor" trend, which combines outdoor functionality with urban fashion. It represents a lifestyle that embraces nature and a love for life, blending the stylishness of city life with a connection to the outdoors.
China Airlines, with its secondary city destinations, including Sapporo, Fukuoka, Kumamoto, Kagoshima, Kagawa, Hiroshima, and Okinawa, all known for their beautiful natural landscapes, has launched the campaign “Escape the City and Experience Mountain Life," reflecting consumers’ desire for outdoor lifestyles.
●Japan New Travel –Mountain Style, Presented by China Airlines x JNTO
In a groundbreaking collaboration, China Airlines has combined fashion with travel destinations in Japan, creating a unique campaign that ties their seven secondary city destinations in Japan (Sapporo, Fukuoka, Kumamoto, Kagoshima, Kagawa, Hiroshima, and Okinawa) with mountain style outfits. Each city is paired with a specific type of mountain-style clothing, generating buzz and promoting travel to these secondary cities with a focus on mountain-themed trips. This initiative aims to inspire travelers to experience the natural beauty of Japan while embracing the mountain-inspired fashion trend.
●Designing 7 Mountain Style Outfits for 7 Travel Destinations
★Sapporo –Essential Winter Mountain Style: Stay warm without the bulk with sleek winter layers designed for snowy hikes. / MORE
★Kagawa –Tranquil Moments: Find a peaceful corner to sit and enjoy the surroundings. Perfect for a minimalist, chic mountain look, ideal for casual outdoor photoshoots. / MORE
★Hiroshima –Adventure on Mountain Bikes: Explore the city’s scenic valleys and coastal towns in a rugged yet stylish mountain outfit that blends well with an active lifestyle. / MORE
★Fukuoka –Layered Work Vest: Add a fashionable work vest for a layered, stylish look. Perfect for street shopping or joining a local festival while staying comfortable. / MORE
★Okinawa –UV-Protective Hat: Stay cool under the sun with a stylish mountain hat that shields from UV rays. Ideal for relaxing outdoor activities by the beach or in nature. / MORE
★Kumamoto –Muted Tones: Explore spiritual sites like torii gates and waterfalls in calming, low-saturation colors, creating a serene and refined mountain look. / MORE
★Kagoshima –Earth Tones: Embrace the earthy colors for a rustic mountain look. Perfect for visits to world-renowned gardens or outdoor art museums. / MORE
●Online Activity: Which Mountain Style Do You Like the Most? Find out which city suits your travel style by taking a quiz!
Share your quiz results and stand a chance to win a round-trip ticket from Taipei to Fukuoka!
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