The governments of most Asian countries realize the importance of tourism, and many have joined organizations such as the Pacific Asia Travel Association (PATA) to promote travel to the region more effectively. From the viewpoint of the Western tourist, these countries offer interesting contrasts in landscapes and cultures, living costs are generally low, and hotel service is more personalized than in the West. On the other hand, the provision of infrastructure outside the main tourist areas is often poor. Until recently the Asian countries themselves generated few tourists, and those that did travel abroad tended to do so within the region. As the economies of Asian countries develop, so does demand for tourism, particularly in the business sector.