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Turning a new page for Taiwan tourism

(Photo: Chang Su-ching)

• Publication Date：12/31/2011
• Source： Taiwan Today

Council for Economic Planning and Development Minister Christina Y. Liu recently said it is time to change Taiwan’s long-term emphasis on traditional exports. She believes that service exports, especially related to tourism, can create considerable driving effects for different industries.

Liu’s viewpoint represents a new beginning for Taiwan, one that lies outside the mindset of maintaining export momentum lies by focusing on traditional exports. It is not difficult to understand that goods can be exported, but how can services? How can the beauty of Alishan and Sun Moon Lake be transported abroad?

Of course, Alishan and Sun Moon Lake cannot physically be sent abroad, but foreigners can fly to Taiwan for sightseeing. When they enjoy all of the services provided by Taiwan during their trip, it means the island is being exported. These kinds of service exports also generate considerable foreign exchange.

(Photos courtesy of Tourism Bureau, MOTC)

World Trade Organization statistics indicate that trade in services such as tourism was valued at US$3.7 trillion last year. For countries such as France, Italy, Japan, Singapore, South Korea, Spain and Thailand, tourism accounts for more than 40 percent of revenues from services and create substantial employment opportunities.

Visiting tourists generate considerable revenues. Last year France earned US$46.2 billion; Italy US$38.8 billion; Japan, Singapore and South Korea over US$10 billion; Spain US$53 billion and Thailand nearly US$20 billion. Taiwan had US$8.6 billion, a number disproportionate to the island’s plentiful natural environment and cultural history.

Europe is able to attract tourists from all over the world not only as a result of its beautiful scenery. Historical and cultural stories also play an important part in the process. For instance, Marx Weber is buried in London’s Highgate Cemetery, and more than 100,000 people visit every year. Millions of people visit Vincent Van Gogh’s former home in Aowei, France. And over 2 million pilgrims flock to Jerusalem to see where Jesus allegedly once preached to his disciples.

Of course, not every country has this advantage. South Korea, for example, has created its own stories through popular TV dramas and films. The popularity of these shows has been a boon for the country’s tourism, a lesson Taiwan can learn when it comes to boosting the local tourism industry.

Taiwan tourism has grown significantly under the administration of ROC President Ma Ying-jeou. It is estimated that over 6 million sightseers from all over the world are expected to visit the island this year, generating revenues of US$7.9 billion—a figure expected to reach a best-ever US$10 billion by year-end.

The government has taken important steps in promoting tourism, which serves as a powerful engine for Taiwan’s business and job markets. However, in view of the island’s rich cultural and natural resources, Taiwan should not be in the last place compared to the other Asian Tigers.

The fact that Taiwan lags behind Hong Kong, Japan, Singapore and South Korea is not simply due to the lack of tourism infrastructure. Many scenic spots are out of whack with the surrounding landscape. And to make matters worse, the government has never had an integral plan to market Taiwan through its cultural and historical stories.

Previously, Taiwan was colonized by China, Japan, the Netherlands and Spain. In the era of Cold War, cross-strait tensions inevitably drew the world’s attention. This fascinating historical past and the array of cultural relics left on the island are perfect materials to be transformed into gripping stories that will draw in people from the four corners of the globe.

If the government can learn how to create Taiwan stories and improve travel infrastructure in a well-planned manner, then exports of tourism services can definitely help the island’s economy turn a new page.

(This commentary originally appeared in the Commercial Times Dec. 22.)

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