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New slogan to promote tourism unveiled

Taiwan's Tourism Bureau under the Ministry of Transportation and Communications (MOTC) yesterday unveiled its new slogan for international promotion as "Taiwan — the Heart of Asia," in the hope that the latest catchphrase will be able to put the island nation on the map of leading world travel destinations by attracting even more tourists.

"We hope the new slogan will be able to expand the nation's tourism business and lead us into a new era where we will be receiving over 10 million visitors a year," said Transportation Minister Mao Chi-kuo yesterday at the press conference to reveal the slogan.

Tourist arrivals in Taiwan exceeded 5.5 million in 2010 and are expected to soar to 6.5 million this year. The day to welcome more than 10 million people annually is not far away, Mao said, a goal that could be accomplished within three to five years.

Tourism Bureau Director-General Janice Lai said her bureau has been using the slogan "Taiwan, Touch Your Heart" since 2001 and it's time for re-positioning to embrace even more potential travelers in the coming years.

The tourism bureau also revealed a new heart-shaped promotional logo yesterday. Images of Taiwan's world-renowned food and tea, Taipei 101, local flowers and birds, temples and an aboriginal motif adorn the heart-shaped logo, showcasing the country's famous attractions to the world.

The logo is a continuation of the concept and spirit of the previous "Touch your heart" version, Lai said, but the designer used fresh ideas to make a simple and elegant touch to the logo, showing that Taiwan is ready to sail into a new age, Lai added.

The catchphrase, "Time for Taiwan," was also presented by the bureau in an attempt to remind travelers that it is time to visit the island country.

The bureau also prepared all kinds of products printed with the new slogan and logo that will go on sale to the public soon. The Tourism Bureau noted that new TV commercials and a promotional campaign will be officially launched in worldwide media next month.

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