Japan Fast Becoming World-Class Travel Destination

TOKYO – There is a movement underway to redefine Japan’s image as a travel destination -­ to take it well beyond the traditional symbols of Mt. Fuji, geisha and the country’s famous “Bullet Trains.” These images are not being discarded or downplayed. They remain powerful attractions. But there is much more to Japan than these famous symbols.

Leaders in this movement point to the world image of France as the Mecca of food lovers and high fashions; to the image of Spain for its traditions of music, romance, bullfights and sunny beaches; and to the United States for its image of wide open spaces, Western cowboys, Hollywood films, titans of finance and industry, and such attractions as the Grand Canyon, gambling casinos, theme parks, and the freewheeling social behavior of Americans­-all of which have made these countries favored travel destinations.

Other popular destinations such as China, England, Greece, Italy and Mexico have their own unique, deeply embedded, positive images that derive from their culture and history. But the image of Japan is not as clear, not as familiar, and not as appealing...for both historical and cultural reasons.

One obvious reason for the vague and highly selective image of Japan is because the country was virtually isolated from the most of the rest of the world until the last decades of the 19th century, and until the mid-20th century it was seen as a country ruled by militarists who were determined to dominate East and Southeast Asia.

Another equally obvious reason why the rest of the world has generally not been interested in Japan as a travel destination is the fact that­-with the exception of Korea and China-­there were few if any historical, racial and cultural ties…and in the case of these two neighboring countries, the depredations against them by the Japanese military in earlier years created a reservoir of distrust and enmity that people who lived through those times cannot forget.

But times have changed dramatically. The warrior code and feudalistic form of government that controlled the lives of the Japanese for centuries ended in 1945. With personal freedom for the first time in their history, the long oppressed character and qualities of ordinary Japanese­ -- distinguished by an extraordinary degree of honesty, diligence, order, efficiency, hospitality, friendliness, and work ethic -­ -came to the fore.

These characteristics played a vital role in the astounding emergence of Japan as the second largest economy in the world, surpassed only by the behemoth of the United States­ -- and they are now among the elements that make Japan -- ­unbeknown to many -­- one of the most attractive travel destinations in the world.

Over and above the stunning scenic beauty of the Japanese islands, the historical artifacts derived from Shinto and Buddhist influences, and the exotic Oriental elements in the traditional arts, crafts and customs of the Japanese, there is another factor that sets the Japanese apart and gives life in the country -- ­for residents and visitors alike­ -- a special ambiance.

This special factor is the character and behavior of the people themselves, especially their attitude and behavior toward clients and customers in business, and toward guests in the hospitality and travel industries.
In no country is the solicitous caring for guests and travelers more highly developed than in Japan. It is, in fact, an art that has been an integral part of the culture for generations, refined and practiced until it became a part of the national character.

When this element is added to the sense of security and the unsurpassed physical convenience and comfort of traveling in Japan -- ­the hotels, the inns, the trains and subways -­- and to the availability of gourmet quality food from the around the world, an entertainment industry that is second to none, and endless shopping opportunities…you have a travel destination that is second to none.

All levels of the Japanese government from the Prime Minister on down, along with the public at large and businesses in general, have become acutely aware of the importance of tourism­ -- economically, politically and culturally­ -- and have joined in efforts to showcase the real Japan­ -- the unknown Japan -- ­of today.

By all of the measures and standards of tourism that count, Japan ranks near the top of the list of the world’s best travel destinations, and once this becomes known it will surely receive the recognition it deserves.

[See my book, JAPAN MADE EASY -- Everything You Need to Know to Enjoy Japan!]

Copyright © 2007 by Boye Lafayette De Mente
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ABOUT THE AUTHOR
Boye Lafayette De Mente has been involved with Japan, Korea, China and Mexico since the late 1940s as a member of a U.S. intelligence agency, student, journalist, and editor. He is the author of more than 50 books on these countries, including the first books ever on the Japanese way of doing business: Japanese Etiquette & Ethics in Business, first published in 1959 and still in print, and How to Do Business in Japan, published in 1961.

For a complete list of his titles (each one with a link to Amazon.com's Buy Page) go to his personal website: www.phoenixbookspublishers.com.