What to do with these people is something that Borrello has worked hard on, within the Formosa Regent at least. Training is a huge priority: "Our hotel, it has become a school, I call it the 'knowledge factory,'" he said. And the purpose of all this training is to create a body of people who understand the nature of hospitality, the whole chain from quality products to outstanding service that is essential to creating a desirable tourism experience.
"They have great buildings, state-of-the-art shopping malls, even international museums, but they do not understand that this does not make the country … we have to make this become a service-oriented country," Borrello said.
"You can have the most prestigious brands and the most luxurious malls, but if the girl behind the counter cannot understand what you want…," he added, throwing his hands up at the huge challenge this situation represents.
"We (Formosa Regent and himself) can help set the quality of the service industry in Taiwan, and this should be the role of every single hotel in Taiwan," he said. "We are helping the development of the tourist industry. I think the Taiwanese people are a great potential in all aspects, … [it is necessary to] refocus, and the job of the government is to help us. … for alone we cannot do much, we need a greater force." And as diplomatic as Borrello wishes to be, he admits that this "master plan," this political support, this unity of purpose, is far from evident in Taiwan.
Borrello embarks on a highly animated metaphor. The money is on the table, millions of dollars are available, but he cannot get it. He circles it, reaches out for it, but cannot grasp it. Why? Because of a handicap. His hand is clenched and unable to open. So even though the money in right in front of him, it is out of reach. The potential is there, Taiwan "holds all the cards, but they are still waiting to be played."
Looking at the increasingly global community, Borrello sees little true internationalism in Taiwan. "This place is about 99.9 percent local." He speaks animatedly about how truly successful destinations do not just belong to the locals, they belong to the whole world, and while each location can be unique, visitors need not feel foreign. "Being local does not help even the locals," he said, suggesting that Taiwan should embrace a wider world than it does at present.
"People want to travel and Taiwan must become a new tourism destination in the world. At the moment it does not exist."
In working toward this end, Borrello puts his own role into perspective: "The only way I can help is to put my passion forward. That is all I have. I don't have billions to create a tourism master plan. No one individual can do that. This has to be the effort of the entire country. The efforts of a people who really love their own country."
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