Take the case of the Taiwan Tourism Bureau. If ever there was one, this account needs leadership and direction, starting with the folks who run the bureau. That it's calling for a new pitch six months after awarding the business to United Asatsu begs the question: does the bureau know what it wants?
If not, we could well see the farce of a new pitch called in another six months. We live in a fluid world; markets go up and down with the regularity of a yo-yo. That said, the bureau was surely amiss by a mile if the main reason for appointing United Asatsu had been the agency's focus on the Japanese market.
Like every responsible business, the bureau is clearly looking for a relationship that delivers on its bottomline. But before that can happen, it needs to be clear in its mind what its goals and objectives are. This time around, the bureau has a chance of making a difference; the Government has finally awarded it promotional funds. While US$6 million doesn't amount to much compared to what its regional rivals spend, it's a start to putting the destination back on the radar screen after a decade's absence. And it shouldn't be squandered.
The bureau isn't alone in having to figure out how it should proceed in these difficult days. The travel industry the world over, but particularly in Asia, is awash in capacity and its marketers seemingly mired in a time warp, still selling the romance of travel.But, more airlines zipping across the skies and hotels sprouting like mushrooms after a downpour have done much to deflate any romantic notions travellers may have once entertained about travelling. Isn't it time to put aside the palm trees, the moonlit beaches, the frequent flyer plans for a fail-safe hook with universal appeal - that is, making the travel booking process easier for all travellers.
