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Visitors Wanted; Branding a country for tourists requires vision, honesty and citizens who love themselves.(Japan's tourism)(Cover story)
Byline: Christian Caryl (With Sonia Kolesnikov-Jessop in Singapore)
Japan may be an export powerhouse, but it has a serious problem when it comes to importing tourists. Most travelers in the world, it seems, would rather go somewhere else. In 2005, the most recent year on record, Japanese visitors to other places outnumbered inbound tourists by 60 percent. So the government decided to launch a full-barreled advertising campaign to promote the delights of Japan to an international audience. There was just one problem: the approved slogan, "Yokoso Japan!"--a perfectly nice sentiment--requires translation before the people it's aimed at understand that "yokoso" means "welcome."
Creating an ...
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