FOSTERING TOURIST TRAFFIC

Ellesmere Guardian, Volume XLVI, Issue 3257, 25 September 1928, Page 4

FOSTERING TOURIST TRAFFIC

It was claimed by the New York travel offices of the Daily Telegraph, that 1,900,000 tourists will cross the Atlantic this year to visit Europe, in which case it is estimated at least £100,000,000 will be spent in travel expenses. This exodus, which tends every year to increase, is chiefly the result of the well-organised advertising in which America to-day leads the world. Americans have been persistently reminded that to come in contact with the countries of older civilisations is an investment which • pays handsome dividends in knowledge, culture and understanding-—a liberal education. The result is that most people in the United States who can spare the time and the money desire nothing more ardently than a visit to Europe at least once in their lives. The same agencies which have worked so successfully to popularise travel tours abroad are now applying their resources to another enterprise—to see America first^nd Europe later. There is no opposition between the two movements, and the indications are that indirectly one helps the other. With the accumulation of wealth, the impulse<to see people and places outside the confines of one's own city and state seems to

grow naturally and this impulse is stimulated by the travel organisations which bombard every home with the most irresistible literature. How to get there, the exact cost and the time necessary, with Beautifully illustrated maps, is information readily obtained to-day in every village, town and city of America. It has been proved by reliable authority that the volume of travel abroad has been in direct proportion to the amount of money spent on judicious advertising.