The Taiwan Tourism Administration (TTA) has rolled out a new outdoor advertising campaign in Singapore, titled "100 Ways," designed to entice Singaporean travelers to explore beyond the island's well-trodden paths. The campaign, created in collaboration with Singaporean artist Tiffany Lovage, features vibrant illustrations inspired by Taiwan's ecology, lifestyle, and culinary scene, displayed across buses, taxis, and MRT stations across the city-state.
With Singapore consistently ranking among Taiwan's top source markets—recording approximately 1.35 million visitors between 2023 and 2025—the TTA is leveraging this campaign to encourage repeat visits and deeper exploration of Taiwan's central and southern regions. The initiative highlights activities such as hot-air ballooning, diving, and scenic train journeys aboard the newly launched HAIFENG and SHANLAN tourism trains, which offer panoramic views of Taiwan's landscapes.
Targeting the repeat visitor
According to TTA officials, the campaign is strategically aimed at travelers who have already visited Taiwan's major cities like Taipei and Taichung. "We want to show Singaporeans that Taiwan has much more to offer beyond the familiar," said a TTA spokesperson. "The '100 Ways' campaign invites them to immerse themselves in local communities, explore hidden gems, and experience the island's diverse natural beauty."
To further engage this audience, TTA is offering prizes and redemption opportunities for those who have visited Taiwan in the past three years. An online travel personality quiz allows participants to discover their Taiwan travel style and win exclusive prizes, including a limited-edition Taiwan taxi charm and a return air ticket to Taiwan.
The campaign's artistic approach, with Lovage's illustrations capturing Taiwan's vibrant street food culture, lush mountains, and coastal scenery, is designed to resonate with Singaporean aesthetics. The artworks are prominently displayed in high-traffic areas, including Orchard Road and major MRT interchanges, ensuring maximum visibility among the city's affluent and travel-savvy demographic.
This initiative comes as regional tourism competition intensifies, with destinations like Malaysia sharpening their MICE pitch and the Philippines working to fix inter-island transit gaps. Taiwan's focus on repeat visitation and niche experiences positions it well to capture a share of the lucrative Southeast Asian outbound market.
For travel professionals, the campaign underscores the importance of promoting secondary destinations and unique experiences to drive repeat business. As Singapore's outbound travel market continues to recover, Taiwan's proactive marketing strategy serves as a model for destination marketing organizations seeking to deepen engagement with key source markets.
The "100 Ways" campaign is set to run through the end of the year, with TTA planning to expand its reach through digital and social media channels. Travel agents and tour operators in Singapore are encouraged to leverage the campaign's momentum by bundling Taiwan itineraries that feature the highlighted activities and regions.
With its blend of art, culture, and adventure, Taiwan's latest campaign is a clear signal that the destination is committed to evolving its tourism offerings and maintaining its appeal among Singaporean travelers.
