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Friday,  April 19, 2024 11:26 AM 

Steve Chen named country mgr., strategic partnerships, Canada on behalf of Taiwan Tourism

Steve Chen named country mgr., strategic partnerships, Canada on behalf of Taiwan Tourism
Steve Chen has been appointed as the country manager in Canada on behalf of the Taiwan Tourism Administration. (Supplied)
Michael Pihach

Michael Pihach is an award-winning journalist with a keen interest in digital storytelling. In addition to PAX, Michael has also written for CBC Life, Ryerson University Magazine, IN Magazine, and Michael joins PAX after years of working at popular Canadian television shows, such as Steven and Chris, The Goods and The Marilyn Denis Show.

Steve Chen has recently been appointed as the country manager for strategic partnerships in Canada on behalf of the Taiwan Tourism Administration (TTA), PAX has learned. 

Vancouver, BC-based Chen, who started his role in September, has 24 years of experience in aviation and travel, bringing a wealth of industry knowledge and a passion for fostering genuine connections.

Chen was previously a regional manager for American Airlines in Canada and American Airlines Vacations in the United States. He has also made contributions to the Japan Airlines joint business global sales team and EVA Airways’ regional sales team.

His expertise spans global strategic accounts, leisure and corporate agency accounts, and the management of packaged vacation products at airlines.

"I'm thrilled to reconnect with industry partners, many of whom I've had the pleasure of working with before,” Chen told PAX. “This new role opens doors for building fresh partnerships across various sectors, including community, government, media, influencers, and bloggers.”

"Stunning" Taiwan 

Chen immigrated from Taiwan more than 35 years ago, and “it's truly exciting to discuss Taiwan in my professional capacity,” he said.

“Taiwan, a stunning island nation, remains undiscovered by many travellers,” he said. “My objective is to unlock untapped distribution channels in Canada through strategic partnerships, expand product reach and position Taiwan as a readily-accessible destination for Canadian travellers, leveraging daily non-stop flights from Vancouver and Toronto."

He said his commitment to “swift and thoughtful responses to customer needs” positions him as a trusted advisor.

In his new role assisting the TTA, Chen will leverage his expertise to explore new trade partnerships and coordinate all Taiwan Tourism events and programs in Canada.

Working closely with the TTA’s San Francisco office and appointed media company, Chen aims to enhance the promotion of Taiwan's rich cultural offerings and attractions.

“We are thrilled to welcome Steve to our team, where he will play a crucial role in positioning Taiwan Tourism as a premiere destination in the heart of Asia,” said Cathy Hung, deputy director of TTA in San Francisco. “In 2024, TTA plans to roll out a series of programs in Canada, such as Free Half-Day Tour and Inbound Tourism Promotion Programs, offering diverse resources to empower Canadian travel professionals to excel in promoting Taiwan.”

Steve Chen can be reached at

Activations in Toronto & Vancouver

Taiwan will be hosting two activations in shopping malls this month in Toronto and Vancouver (Richmond, BC).

The #ShowMeTaiwan exhibitions invite Canadian adventurers and travel enthusiasts to explore and experience Taiwan through interactive activities and displays of Taiwanese hospitality.

In Toronto, the event will take place Dec. 9-10 at the Toronto Eaton Centre (220 Yonge St.) from 10 a.m. to 9 p.m. (local time).

In Western Canada, Taiwan Tourism will be at the Richmond Centre (6551 No. 3 Road) in Richmond, BC, on Dec. 16 and 17, from 10 a.m. to 9 p.m. (local time).

Travel advisors are meanwhile invited to check out the annual Lantern Festival in Taiwan, commencing on Jan. 15 of the lunar year.

The festival attracts international visitors, earning recognition on the Discovery Channel's "Fantastic Festivals of the World" as one of the globe’s premier festivals.

To catch a glimpse of the allure of Taiwan, view the "Time for Taiwan" video here

For more information on Taiwan Tourism, click here.

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