觀光亮點活動的省思 / Reflection on Tourism Highlight Events

很多國家把它們的觀光產業當作發展重點，為甚麼呢？很直觀的說，旅遊業能帶來大量收入，創造工作機會，帶動餐飲、住宿、交通、零售等相關產業的發展，對當地經濟有很大幫助，此外，它也可以讓世界各過的觀光客更了解一個國家的文化、歷史和生活方式，提升其國際影響力，所以，某些國家，如泰國，已經將觀光視為主要經濟支柱，不斷投入資源來吸引更多旅客。

某天經過一個推廣台灣觀光的市集活動，它是一個較官方性質的活動，依照各縣市的觀光資源為主來展示，像基隆市的觀光亮點有基隆塔、和平島地質公園及基隆廟口夜市，口號是體驗北海岸多元自行車路線，以我來看，只有基隆廟口夜市我會推薦，騎自行車的話，北海岸是不錯，但還有更好的路線，整體來說，充滿著明顯的政令宣導，真是有夠不吸引我的，官方的活動，多是不叫好，又不叫座，這是那裏出了問題呢？

我個人觀察，首先這個活動，活動的宣傳較為官僚化，我認同觀光產業很重要，可以帶動地方發展，但是並不是每個縣市，都有觀光價值，簡單說，就是入選的觀光亮點，大多不好玩，難以吸引年輕人，新聞也常報導，年輕人情願出國去玩，也不想選擇本地出遊，原因是本地旅遊的價錢太貴，當民眾關心物價、房價、薪資時，政府不做那些對民眾有實質幫助的事情，如穩定物價，反而要民眾體驗又貴又沒意義的本地旅遊，我猜測，這活動成效應該會不佳，但是不會被檢討。

我認為，很多地方或許有觀光價值，但不一定要發展，因為，並非所有有觀光價值的地方都能帶來穩定的經濟收益，有些地方發展觀光的成本遠高於收益，這時候就不應該投入資源，我覺得，這裡早就已經過度投入資源，排擠掉那些應該用來改善民眾更為重視的民生需求的錢，卻製作出一個又貴又不好玩的旅遊產業。

Many countries focus on developing their tourism industry. Why? Well, it’s pretty straightforward. Tourism brings in a lot of money, creates jobs, and boosts related industries like food, accommodation, transportation, and retail. It’s a huge help to the local economy. Plus, tourism allows people from around the world to experience a country’s culture, history, and way of life, increasing its global influence. That’s why some countries, like Thailand, have made tourism a major economic pillar, continuously investing resources to attract more visitors.

One day, I happened to pass by a tourism promotion event for Taiwan. It was an official-style event showcasing different counties’ tourist attractions. For example, Keelung’s highlights included the Keelung Tower, Heping Island Geopark, and the famous Miaokou Night Market. The slogan promoted cycling routes along the North Coast. Personally, the only thing I’d actually recommend is the night market. As for cycling, sure, the North Coast is nice, but there are better routes. Overall, the event felt more like a government campaign than something truly engaging, which honestly made it unappealing to me. Official events like this often fail to attract interest or enthusiasm. So what went wrong?

From what I observed, the event’s promotion was overly bureaucratic. I get that tourism is important and can drive local development, but let’s be real—not every county has true tourism value. Simply put, many of the so-called "highlights" were just not fun. No wonder so many young people prefer traveling abroad instead of exploring locally. News reports have often pointed out that domestic travel in Taiwan is just too expensive. When people are worried about things like living costs, housing prices, and stagnant wages, the government should be focusing on stabilizing the economy instead of encouraging expensive, uninspiring local trips. I wouldn’t be surprised if this event ended up being ineffective, but I doubt anyone will actually reflect on its failure.

I also think that while some places may have tourism potential, it doesn’t mean they should be developed. Not every tourist attraction guarantees a stable economic return. Some places cost more to develop than they’ll ever make back. In cases like that, resources shouldn’t be wasted. It feels like too much money has already been poured into tourism, taking away from more important public needs. In the end, what we’re left with is an overpriced and unexciting travel industry that doesn’t really benefit the people.

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