In Tokyo last week, I visited one of the city's major temples. During the hour I spent there, dozens of Western tourists -- groups, couples and individuals passed through. This surprised me, because it would be easy to spend a whole day at one of Taipei's major temples without seeing a single Western face.
Likewise, the temples of Kyoto -- many of which charge admission -- receive far more foreign visitors than those in Tainan, where religion is more heartfelt. And in any given year, more Americans, Europeans and Australians will climb Mount Fuji than will reach the top of Taiwan's Yushan -- a peak that is both higher and more beautiful. Granted business people passing through Taipei sometimes take a look at Snake Alley while English teachers stroll local beaches on their days off. But compared to almost any Asian country, very few foreign tourists make it to Taiwan.
Why is this? Taiwan's language barrier is no higher than Japan's (it has to be said, however, that the authorities in Japan do use a standard romanization system, and seem to have signs proofread before putting them up). Japan is perceived to be a safe and orderly society, to be sure, but Taiwan has never acquired a reputation for violence and robbery. In terms of costs, traveling around Taiwan is significantly cheaper than visiting Japan or Hong Kong, and is comparable with mainland China. Malaysia -- a country with far fewer economic resources than Taiwan -- has, through assiduous promotion, turned itself into a major tourist destination. How to promote itself is one of the few things Taiwan can learn from ASEAN nations.
The Tourism Bureau makes an effort through the distribution of leaflets. Unfortunately the leaflets are badly distributed. In addition, Taiwan's scenic and cultural charms need to be promoted in foreign newspapers, magazines or television programs.
It is time authorities here reconsider their approach, because international tourism would bring political benefits as well as economic ones. Increased tourism would translate into more visitors leaving Taiwan with fond memories of the warmth and helpfulness of the people.
Those who have seen for themselves the vitality and prosperity of Taiwan are more likely to sit up and take notice when China next threatens the island.
If Taiwan wants to make more friends among American and European voters, the promotion of inbound tourism should be treated as a priority.
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