The Taiwan Tourism Administration (TTA), the organization responsible for promoting Taiwan as a top travel destination, has appointed Paul Shih as the Director of its Singapore Office. Shih brings extensive knowledge, valuable experience, and a track record of leadership across various sectors in key roles.
In his new role, Shih is responsible for India, Australia, New Zealand, Singapore, and the Middle East tourism markets. He will oversee all of TTA’s operations in these markets to prepare Taiwan Tourism for its next phase of growth. He replaces Joseph Cheng who held this role earlier and was instrumental in relaunching Taiwan’s post-COVID tourism interests in several key markets, including emerging tourism markets like India.
Shih’s overall responsibility encompasses developing the markets he is responsible for to enhance Taiwan’s visibility and destination awareness and boost visitation. Shih will also be responsible to unfold Taiwan latest destination marketing and publicity campaign ‘Taiwan – Waves of Wonder’ in order to grow leisure and business travel from across India, Australia, New Zealand, Singapore and the Middle East markets.
“I am incredibly honoured and excited to lead Taiwan in some of the most dynamic international tourism source markets like India, 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”, Shih said while commenting on his appointment.
Shih will also strengthen TTA’s global network of outposts comprising of marketing and PR professionals in order to create robust destination marketing bases.
Shih, a travel professional with a diverse background, has held various key roles in the past. He previously served as the Section Chief of Taipei City’s Land Administration Department and as an Associate Engineer in the Rapid Transit Systems Department of Taoyuan City. In his most recent position, Shih worked as an Analyst at the Taiwan Tourism Administration under the Ministry of Transportation and Communications.