'Golden Age' of Transpacific Travel

Taiwan Visitors Association - Publisher

Tourist Map of Taiwan & Taipei [Mid-Century Fold-Out Map] [Ming Ho Art Press]

Taipei: Taiwan Visitors Association [Distributed by U.S. Representatives in North Hollywood and New York], c. 1962–1964.
An expansive and visually striking artifact of Cold War-era Pacific tourism, capturing Taiwan and Taipei during a period of rapid modernization. 

This double-sided production features a comprehensive map of the island on the obverse and a detailed street-level grid of Taipei on the reverse, complete with directories for government offices, hotels, and diplomatic missions. The use of stylized, hand-drawn typography and a saturated color palette reflects the mid-century 'Ming Ho Art Press' aesthetic, making it an essential document for the study of post-war civic branding and East Asian travel history.

An uncommon, large-format survivor of mid-1960s Taiwanese tourism, distributed specifically for the American market. Unlike standard brochures, this massive 29-inch map provides a granular look at the 'old city' layout of Taipei before the high-rise booms of the late 20th century. 

BIBLIOGRAPHICAL FEATURES
+++ Visuals: Double-sided color printing. The obverse features a full-island map of Taiwan with stylized pictorial icons for hot springs, beaches, and scenic spots. The reverse features a large, indexed street map of Taipei with a distinctive 'TAIPEI' title graphic. 
+++ Binding: Original pictorial wraps, folded as issued. 
+++ Imprint: Taipei: Printed by Ming Ho Art Press for the Taiwan Visitors Association. Distributed via North Hollywood, CA and New York offices. 
+++ Specs: 3.75 x 7 inches (folded); opens to an impressive 29.5 x 20.5 inches.

CONDITION: Very Good. The colors remain remarkably bright and saturated. The paper is crisp with no significant foxing or toning. There is light wear at the natural fold intersections and some minor creasing to the outer panels, consistent with age and occasional use. A well-preserved, unsophisticated example that has avoided the common 'split' along the main folds.

HISTORICAL SIGNIFICANCE --- 
The Taiwan Visitors Association map serves as a primary artifact of the Golden Age of Transpacific Travel, a period characterized by the rapid expansion of commercial aviation and the exoticization of East Asia for the American middle class.

During the early 1960s, Taiwan was positioned as a critical 'Free China' alternative to the mainland, and this map was a key tool in the geopolitical branding of the island as a safe, modern, yet traditionally 'oriental' destination. Distributed through regional offices in North Hollywood and New York, it targeted the burgeoning 'jet-set' demographic that began traversing the Pacific via Pan Am and Northwest Orient.

The document captures the urban landscape of Taipei at a significant developmental crossroads. It documents a city transitioning from its colonial Japanese infrastructure into a bustling Cold War metropolis, highlighting the locations of the Grand Hotel, early diplomatic missions, and the first wave of post-war civic monuments. The detailed street grid provides a snapshot of the city before the massive high-rise urbanization of the 1970s, making it a vital resource for understanding mid-century urban planning and the Western-facing tourism strategy of the Republic of China.

SCHOLARLY FEATURES
+++ Historical Dating: Based on the telephone exchange '44537' and the 'New York 20, N.Y.' postal code (pre-dating the 1963/64 full adoption of ZIP codes), this specimen likely dates to 1962–1964.
+++ Civic Branding: Documents the 'Taiwan Visitors Association' efforts to establish the island as a premier destination for American 'PATA' (Pacific Area Travel Association) tourists.
+++ Urban History: The Taipei street map preserves the locations of lost landmarks and early diplomatic sites, serving as a primary source for the city’s mid-century urban geography.

SUBJECTS: Taiwan, Taipei, Cartography, Cold War Tourism, Graphic Design, Mid-Century, Map, Ephemera, Travel Brochure.

Item #21702

Price: $125.00