Tourism as informal political propaganda: Competing representations of ‘Cultural China’ in postwar Formosa tourism

Abstract This paper examines how tourism served as a vehicle for informal political propaganda in postwar Taiwan under Guomindang (GMD) rule. Following the Second World War, when the GMD began governing Taiwan, the government recognized tourism’s potential for ideological projection and national legitimation. Through analysis of tourism promotional materials, policy documents, and news reports from Taiwan, Hong Kong, and Southeast Asia, this paper demonstrates how Taiwan deliberately positioned itself as the authentic guardian of ‘Cultural China’ within a competitive regional context. The GMD government strategically deployed Chinese cultural traditions and landmarks as tourism attractions to establish Taiwan’s cultural legitimacy, particularly targeting overseas Chinese communities through ‘returning home tourism’ initiatives that framed Taiwan as the authentic homeland for all ethnic Chinese. Significantly, while Hong Kong promoted itself under the banner ‘The Orient is Hong Kong’ primarily to Western tourists, Taiwan’s dual strategy sought to attract both international visitors interested in experiencing ‘mysterious China’ and overseas Chinese through tourism experiences that showcased ‘Free China’ or ‘Cultural China’. This approach constituted a systematic attempt to legitimize Taiwan’s claim to represent China proper, even as its formal diplomatic position deteriorated in the 1970s. The paper argues that Taiwan’s tourism strategy represented a deliberate political calculation that transcended economic objectives, transforming cultural tourism into a powerful tool for asserting sovereignty and maintaining international relevance despite growing diplomatic isolation.