Paul Shih appointed director of Taiwan Tourism Administration’s Singapore office

The Taiwan Tourism Administration (TTA) announced the appointment of Paul Shih as the new director of its office in Singapore. 

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 brings extensive knowledge, valuable experience, and a track record of leadership across various sectors in key roles.

Prior to this most recent posting, Shih was the section chief of the Land Administration Department in Taipei, and was an associate engineer for Taoyuan City’s Rapid Transit Systems Department.

His immediate past posting was that of analyst at the TTA under the Ministry of Transportation and Communications.

He said of his new position: “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 a 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.”

Leveraging experience

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. 

 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 for implementing Taiwan’s 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.