The restriction of geographic characteristics resulted in difficulties relating to industry development. The development of tourism industry will be main trend for eastern Taiwan in the future. Evidence from studies suggested that the development of transportation infrastructures has significant positive consequences on tourism activities. However, the rapid growth of tourism industries consequently brings negative impacts on nature, societies, and cultures. The construction of Su-Hua Highway is always a controversial issue in Taiwan. Supporters of the construction indicated that the highway would bring Hualien economic prosperity, social stability, and employment; while opposition groups have questioned the necessity of the highway, claiming that highway construction goes against plans for sustainable development of the Taiwan east coast. Considering mass tourism as a reality of our contemporary life that cannot be neglected by current efforts to endorse sustainable tourism, this paper draws attention to the definition of "sustainable". Aiming to facilitate a constructive debate on the matter, the article presents a few of the most important arguments that underscore the potential for Hualen in promoting sustainable tourism.