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Tourist Information Centers: A Tale of Two Continents
Many globetrotters often equate tourist information centers with rudimentary maps and the urgent quest for the nearest restroom. However, for some, like Tammy Mermelstein, these unassuming booths can transform into unexpected highlights of their journeys. Recalling her recent Japanese excursion, Mermelstein, a mother of two from Houston, fondly recounts her forays into these centers.
Unexpected Treasures: Beyond Basic Assistance
Mermelstein meticulously planned her family’s three-week Japanese adventure for over a year. While she returned with unique mementos—kimono scraps repurposed into wall art—her cherished souvenir is a book brimming with stamps collected from tourist information centers and various attractions throughout Japan. This passion for collecting stamps highlights a divergence in the perception and function of these centers globally.
Europe’s Retreat from Physical Tourist Centers
In parts of Europe, the physical tourist information center is becoming increasingly obsolete.
Paris bid farewell to its last standing information center, situated near the Eiffel Tower, in January. Scotland has similarly declared the closure of all its centers by the close of 2025.
Digital Shift: The Rise of Online Tourism Assistance
Tourism authorities in both Paris and Scotland attributed these closures to the pervasiveness of social media and widespread smartphone access. These destinations have transitioned to a “digital-first” approach, prioritizing platforms like Instagram and TikTok and establishing dedicated WhatsApp channels to address traveler inquiries. This shift reflects a broader trend toward online resources for travel assistance in Europe.
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Asia’s Embrace of In-Person Tourist Support
Conversely, while some industry observers are predicting the demise of physical tourist support, Asian destinations are expanding their networks of traveler assistance points.
Xiang Li, director of the School of Hotel and Tourism Management at the Chinese University of Hong Kong, suggests that the enduring popularity of Asian tourist information centers stems from distinct traveler preferences within the region.
Cultural Nuances: Why Asia Values Tourist Centers
“Asian tourists generally appreciate structured guidance and personal explanations,” Li told CNN Travel. “Many of these visitors have less experience with international travel and encounter language obstacles, making face-to-face interactions and support particularly valuable.”
He contrasts this with European travelers, who are “more accustomed to self-directed exploration, often utilizing a range of online and offline resources, including mobile applications and printed guides.”
South Korea’s Expanding Tourist Support Network
South Korea exemplifies this trend. In 2015, the nation boasted approximately 300 tourist information centers. Currently, this number has surged to 638.
Mobile Tourist Assistance in Seoul
This expansion includes deploying “Moving Tourist Info Centers” – readily identifiable staff positioned in bustling areas like Seoul’s Myeongdong, a hub for skincare boutiques and trendy cafes. These mobile units are designed to answer questions directly on the streets.
Staff members are recognizable by their bright red attire and cowboy hats, offering multilingual assistance in Chinese, Japanese, and English.
“Asian visitor centers prioritize interaction and service delivery as their core tenets, aiming to cater to the needs of tourists within a communal culture,” Xiang notes. “Conversely, European visitor centers emphasize information dissemination and education as their primary roles, serving tourists within a context that prioritizes individual autonomy.”
Japan’s Tourist Centers: Beyond Information, a Cultural Experience
South Korea is not alone in Asia; Japan has augmented its tourist information centers by 250 between 2018 and 2024. This expansion is attributed to managing overtourism and accommodating a more diverse linguistic range of travelers. The Japanese government has articulated an ambitious goal of attracting 60 million tourists annually by 2030.
Eki Stampu: Collectible Souvenirs at Tourist Centers
Beyond addressing logistical queries such as locating restrooms and providing translation, Japan’s tourist assistance centers have become attractions themselves. Each Japanese center offers a unique stamp, known as eki sutanpu.
Travelers engaged in collecting these stamps within their “tourist passports” often make detours to information booths, even without needing specific assistance. These complimentary stamps function as cultural souvenirs, celebrated by travel vloggers and social media users for their aesthetic appeal and rarity.
Besides tourist information centers, these stamps are available at major landmarks, including temples, scenic overlooks, and each Japan Railways (JR) train station.
Stamp Rallying: A Popular Tourist Activity
This collecting phenomenon is known as “stamp rallying.”
Thai entrepreneur Patrick Pakanan developed the StampQuest application initially for his wife, a devoted stamp rally enthusiast.
Pakanan, who spent part of his childhood in Japan and is fluent in Japanese, consistently visits tourist information centers.
Local Insights and Connections
“It’s beneficial to initiate conversations with locals—to inquire about dining recommendations, renowned local attractions, or perhaps explore suggested shops,” he explains.
“They possess a lifetime of local knowledge and genuinely desire to help visitors understand their community.”
Mermelstein concurs with this sentiment. While initially visiting for stamps and guidance, her family discovered that these centers offered experiences akin to small museums. She recounts instances of staff teaching her daughters Japanese calligraphy and offering kimono dress-up opportunities with photos. Some centers even feature designated play zones for children.
Tourist Centers as Local Experts
Even though Pakanan isn’t a personal stamp collector, he invariably seeks out a tourist information office upon arriving in a new Japanese region.
“Similar to needing a divemaster for scuba diving, these centers serve as local ‘divemasters’ for exploring a new place.”