Taipei, Feb. 8 (CNA) Medical tourism
providers are pushing for a more integrated strategy to lure potential
customers from China as the effect of a policy allowing independent Chinese
travelers to visit the country has been limited.
Sammy Yen, general manager of Lion Travel
Co.'s medical tourism unit, said the travel industry has been trying to develop
more comprehensive medical tourism packages through closer cooperation to win
over high-end consumers because a business model relying on quantity is not likely
to work.
"We used to have high hopes for the Free
Independent Traveler (FIT) program," he said. "But we have so far
overestimated its benefits."
Yen was referring to the policy that kicked
off last June, when Taiwan opened its doors to tourists from certain Chinese
cities to visit Taiwan without having to be part of a tour group or accompanied
by a tour guide.
While some health care institutions that
provide comprehensive physical checkups expected the FIT program to bring them
at least 3,000 Chinese visitors seeking medical services last year, Yen said
the actual number fell somewhere around 1,500.
According to statistics from the National
Immigration Agency (NIA), a total of 30,281 Chinese visitors came to Taiwan
through the program from June-December, 2011, far short of the industry's
expectations since the quota was set to allow 500 visitors per day.
As a result, Yen and fellow medical tourism
providers said they will have to launch even more upscale services to establish
the brand and spread the word.
Liu I-hsiu, general manager of Formosa
International Hotels Corporation, said, for example, that it will work with
Lion Travel to provide three-day itineraries that could cost around NT$122,000
(US$4,100) or higher.
Liu said the package, which includes health
checks, beauty treatments, shopping and even golf, can fulfill customers'
visions of a healthy lifestyle.
"Services offered by one single travel
agency or one single hotel is not enough," she said. "All major
players must get involved."
Meanwhile, Yen said the industry has also been
working much more closely with government agencies, discussing with them ways
to better improve Taiwan's competitiveness in the field.
"We don't want to see the Council of
Agriculture promoting their organic food here and the Tourism Bureau
celebrating a hot spring festival there," Yen said.
"We want the government to send an
integrated message that Taiwan is one of the best travel destinations to heal
your body and soul."
Lee Hsin-Yin
Focus Taiwan New Channel
Business & Investment Opportunities
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