The 2016 Tianjin Taiwan Trade Fair is the largest annual economic and trade event of the year betweenTaiwanandChinaand it took place from July 7 to July 10 atTianjin’s Meijiang Convention andExhibitionCenter. It is theTainangovernment’s third year running as a participant in this fair and they stood out from the crowd due to the public’s acceptance of the city’s medical tourism industry and well-established brand recognition. This year’s exhibition continued to be as popular as the last. Led by director Lin Sheng-che ofTainan’s Department of Health, teams from theTainanMunicipalHospitaland city hall attended the fair to continue promotingTainan’s superior medical tourism and specialties.

Tainanmade two pioneering moves in this exhibition:

For the first time ever, medical tourism andTainanspecialties were brought together in exhibit area N5. Not only were the visitors’ needs satisfied in this one area, the goal of integrated marketing was also achieved.

As the only hospital at the fair, theTainanMunicipalHospitalrepresentingTainan’s medical industry garnered a lot of attention. The hospital used posters to introduce its high-end medical equipment which included a digital subtraction angiography x-ray machine, a peripheral vascular diagnostic system, an endoscopic mucosal surgical knife, and a retinal laser treatment device. The visitors showed a lot of interest in the equipment, with hundreds of people asking questions daily about equipment features, usage, and whether medical insurance fromChinawould cover their treatments. An interview was also conducted by China Central Television. Brochures advertisingTainan’s medical tourism were distributed at the exhibition, and many visitors directly asked about the process and cost of traveling toTainanfor high-end medical examinations, cosmetic surgeries, and medical treatments.

There were 11 vendors that participated in the Tainan specialties exhibit, including Black Bridge Food, Dong Sian Food, West Well Cuisine braised food, Chiuan House handmade soft serve, Jing Pin Food, Hong You Food (a Top 10 Tainan souvenir), King 61 drinks, Jieyi-food, Jaan Jia coffee, and Xiu An bean jelly. The food exhibit attracted long lines and each person had a Chiuan House soft serve or Xiu An bean jelly in hand. Consumers saidTainan’s specialties did not disappoint, and vendors were approached with talks of franchises. The economic benefits generated from this exhibition was plentiful: theTainangovernment’s 11 vendors made roughly NT$12 million in revenue which, minus the operating costs, came to a net profit of 70 to 80 percent (numbers provided by the Taiwan External Trade Development Council). This exhibition encompassed many products at once, ranging from medical equipment to food. By satisfying the needs of both the visitors and companies, it promoted consumption and created a win-win situation for both parties.

TheTainangovernment’s marketing team was the only one in this fair that was made up through a collaboration between a government unit and non-governmental industries. According to director Lin Sheng-che ofTainan’s Department of Health,TainanCity’s cultural heritage can be found everywhere; from historical architecture and literary landscapes to historical restaurants that serve local specialties,Tainan’s tourism resources are unique and irreplaceable. The Michelin Red Guide, a world renowned food and travel guide, gave three stars toTaipei,Tainan, Tamsui, and Beitou as four must-see cities and districts inTaiwan. From this, along with plentiful medical resources, it can be seen thatTainanhas a lot of potential for international tourism. By combining government resources with the flexible business models of non-governmental industries, maximum results can be achieved in the overall marketing of medical tourism.

In 2008, a niche market betweenTaiwanandTianjinwas opened through the availability of direct flights.TianjinCityis a now first-tier city, and since 2011, has achieved the highest average GDP per person inChinafive years in a row. The city does a lot of traveling, and there is no language barrier for visitors toTaiwan; transportation is also convenient.Tainanis the first city and also the healthiest city inTaiwan. By displayingTainan’s historical sights, delicious food, and superb medical industry together at the trade fair and marketing the city as a whole,Tainancan become travelers’ number one choice for medical tourism.


lmage 1: Tianjin ITaiwan Trade Fair (crowd of visitors)

Image 2: Tianjin Taiwan Trade Fair (Tainan specialties exhibit - opening ceremony)  (Guests: director Lin Sheng-che from the Department of Health, Tainan City’s councilors

   Lin I-chin, Lee Tuey-chih, Syu Jhih-jhuang, executive secretary Wang Chien-ming from the  Industrial Development & Investment Promotion Committee of Tainan City, director Syu Jhih-wei from the Tainan Tourism Association, among others)

Image 3:TianjinTaiwan Trade Fair  (Group photo- director Lin Sheng-che from the Department of Health, department head Wu Ming-ho fromTainanMunicipalHospital, Tainan City’s councilors Lin I-chin and Lee Tuey-chih)

Image 4: TianjinTaiwan Trade Fair (Director Lin Sheng-che from the Department of Health being interviewed by director Le Yan-yan from China Central Television)