Annual Survey of Visitors Expenditure and Trends in Taiwan, 2010

Vanguard for Excellence in Tourism” - and international marketing promotions in 2010, contributed to the number of inbound visitors to Taiwan reaching a record 5.6 million people, a growth rate of 26.7% last year. The number of inbound visitors to Taiwan increased in all markets. In particular, Mainland Chinese tourists have taken the place of Japanese tourists, to become the largest group inbound visitors to Taiwan .The Tourism Bureau, MOTC expects to understand the motives, viewpoints, tendencies and consumption of the inbound visitors in Taiwan to supply reference material to tourist related organizations to improve sightseeing facilities in Taiwan and to plan international tourism advertising and marketing strategies.

The survey can be a source of information to estimate the amount of visitor expenditures. Here at the Tourism Bureau, MOTC, we proceeded with the survey at the Taiwan Taoyuan International Airport, Kaohsiung International Airport and Taipei Sonshan Airport, interviewing inbound visitors, as they were about to leave Taiwan. The objects of this survey were the foreign and overseas Chinese inbound visitors from January 1 to December 31, 2010 (excluding the foreign and overseas Chinese transit visitors).

This survey still adopted the method of “Quota Sampling”, which conformed best to the control of working standards and the characteristics of the samples to achieve random and sample representatives. The number of valid samples was 6,016 persons in total, including 1,128 persons from Japan and 1,896 persons from Mainland China, from January to December, 2010. The major investigative results of this survey were classified into “Related Indices of the Inbound Visitors in Taiwan”, “ Analysis of the Inbound Visitors' Plans”, “Analysis of the Inbound Visitors' Behavior “, “Analysis of Beneficial Results of the Inbound Visitors' Consumption and Taiwan's Competitiveness in the Asian Tourist Market” and “Analysis of Basic Information of the Inbound Visitors”.