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Suppose you’re heading the tourism promotion team for your country, say China, Taiwan, Korea or Israel, and you have total control and no money constraints, what would you focus on?
Last week, I talked with two Chinese who visited Israel and were extremely surprised with what they saw here. Putting it nicely, they were expecting a desert wasteland with religious people riding camels and shooting each other. We got into a discussion of how Israel is promoted in China and how China is promoted world wide, and it was interesting to see what each of us wanted to focus on.
When I asked them to guess what the Israeli tourism bureau chose to promote Israel with, the Chinese suggested that Israel should focus about the history and culture. They claimed Chinese and the world would be attracted to the fact that Israel is one of the few places with a history as long as China’s with a unique combination of religion and races. They were quite shocked when I told them what the theme for 2007 was :
Yep, beach culture and Israeli girls. There’s a long debate within those who care about this subject in Israel, but what was interesting is that the Chinese rightfully responded with – "but why look for that in Israel when we can go have that in Thailand?".
And so, I tried to remember all the promotional videos I saw of countries I follow closely in East Asia. Consider, for example, China – Israel’s 2nd most popular tourist destination for the year 2006, with the emphasis on Chinese scenery and culture:
Or maybe Taiwan’s "Touch your heart" campaign:
But the best promotion video I saw lately was at the opening of the Korean movie festival in Jerusalem, with Korea’s new "Dynamic Korea":
Which one do you like? how would you promote those countries?
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Yuri | May 10th, 2007 at 4:28 am #
I’ve also shocked by the theme of Israel.. oh my. lol
It’s like a commercial for women’s shaver or something (no offense Israel!) Interesting, my assumption was that Israel would probably promote some archival sites or something historical/mystical or… something that could totally contradict with media coverage on conflicts. Hmm… beach and girls eh? :)
Also surprised by the wonderful job of Korea.
Can’t think of any to add to that. Smart move that it didn’t film the rush hour in Seoul – which is, according to one foreign journalist, so much scarier than the 38 parallel!
Mark | May 10th, 2007 at 6:42 pm #
I hadn’t thought of camels, but I have to admit that “people shooting each other” was one of the first images that popped to mind. Having never been there, it’s really hard to understand just how dangerous it is (or isn’t). I suppose it’s only the terrible stuff that makes the news…
fiLi | May 11th, 2007 at 10:11 am #
:) Yeah, Israel’s got the absolute worst PR in the world.
Personally, I feel much better about my little sister wondering around Jerusalem in the middle of the night than I do about any other big city around the world.
Security is a complicated issue. There are similar terror concerns in southern Thailand, Russia, and from what I hear from my professors – European countries like Spain and several regions in China.
danny bee | June 17th, 2007 at 1:14 pm #
China, tear down this gate!
by XXX
Longtime observers of the Chinese Communist Party (CCP) have said,
“The China question is open as long as the CCP rules China.” And as
long as the gate of freedom in China remains closed, as long as this
scar of a gate is permitted to stand, it is not the China question
alone that remains open, but the question of freedom for all
humankind. Yet, today there is a message of hope inside China, a
message of triumph, where slowly people are trying to take matters
into their own hands and set up a democratic movement inside the
country that can finally replace the CCP. It can happen and it will
happen.
Leaders of democratic countries around the world understood the
practical importance of liberty — that just as truth can flourish
only when the journalist is given freedom of speech, so prosperity can
come about only when the farmer and businessman enjoy economic
freedom. China will learn that soon enough.
In fact, even now, in a limited way, the current leaders of China may
be coming to understand the importance of freedom. We hear much from
Beijing about a new policy of reform and openness. Some political
prisoners have been released. Certain foreign news broadcasts and
Internet sites are no longer being jammed. Some economic enterprises
have been permitted to operate with greater freedom from state
control.
Are these the beginnings of profound changes in the CCP? Or are they
token gestures, intended to raise false hopes in the West, or to
strengthen the Chinese system without changing it? We welcome change
and openness; for we believe that freedom and security go together,
that the advance of human liberty can only strengthen the cause of
world peace. There is one sign the Chinese communists can make that
would be unmistakable, that would advance dramatically the cause of
freedom and peace.
President Hu Jintao, if you seek peace, if you seek prosperity for
China and Hong Kong and Macao and Taiwan, if you seek liberalization:
Come here to this gate of tyranny, and replace it with a gate of
freedom! Mr. Hu, replace this gate! Mr. Hu, let freedom ring!
I understand the fear of war and the pain of division that afflict the
leaders of China today — and I know that my country will use all its
efforts to help overcome these burdens. When freedom finally comes to
the Chinese people, they and their leaders will be surprised how
wonderful it feels.
Today represents a moment of hope. We in the West stand ready to
cooperate with China to promote true openness, to break down barriers
that separate people, to create a safe, freer world.
The totalitarian world produces backwardness because it does such
violence to the spirit, thwarting the human impulse to create, to
enjoy, to worship. The totalitarian world finds even symbols of love
and of worship an affront.
As one looks at China today, from across the sea, one can perhaps
catch a glimpse of some words crudely spray-painted upon the gate,
perhaps by a young Bejinger: “This gate will fall. Beliefs become
reality.” Yes, across China, this gate will fall. For it cannot
withstand faith; it cannot withstand truth. The gate cannot withstand
freedom.
john donlevy | July 1st, 2009 at 1:28 pm #
i have been to taiwan 4 times and find it an interesting country to visit. however, what i noticed was the lack of europeans and the absence of any kind of promotions here in europe. secondly, and i do believe this is a major drag on your tourist development is the high cost of travel in order to reach taipei… too few companies and too high prices.it is actually cheaper to fly to shanghai by 1/3. i hope you find these comments useful