THE HONGKONG" TELEGRAPH. TUESDAY,
OCTOBER
1931.
beautiful than Hongkong. Stock-
HONGKONG'S APPEAL holm, Budapest, Naples, Constanti-
TO TOURISTS
nople, Sau Sebastian and San Francisco can be mentioned at the same time as Hongkong for pic- turesque location and surroundings, but only Rio de Janeiro has a more magnificent night view than Hong- kong, with Budapest, Stockholm, Valparaiso close seconds.
CAPITALISING ON BEAUTY Naples and
THE WORLD OVER
REAPING RICH HARVESTS
By A. EDDY
· UNIQUE APPEAL.
There are gorgeoña panormas created by nature without the nfd of ruan and there are others, like the view of Manhattan Island from the Hudson River which owe their beauty to human.Ingeniulty alone. Again in other places man Im- proves on nature by artificial means, as in the case of Rio and Hongkong for instance. In all its barrenness Hongkong must have been an impressive place a hundred years ago solely on account of the formation and distribution of its majestic peaks and enchanting glimpses of sen from the high levels; the vegetation has created * pleasing day effect and the buildings and lights have been responsible for producing the magic vision of "Hongkong by Night" which has been termed by travellers D one of the most spectacular night views in the
14
The recent revolution of amusements which the Colony has large-scale pleasure travel store for them. The formalities for arranging for a stay here has been responsible for in-should be pointed out and trans- creasing the commercial portation connections suggested. Hongkong in regularly sorved by value of beauty possessed by many lines and there should not a city or locality. Beauty be any difficulty in arranging for has a universal appeal, and stay of a week or two. Steamship companies having regular connee- travelling, enabling one to tion with Hongkong could come see and to compare, is the together on this point in order to main contributing factor in effect the necessary stop-over and transfer facilities. Literature developing in the public the should be available at all points sense of appreciating the along the lines and on board of beautiful.
world. steamships in regular communica- tion with Hongkong. Travel Remarkable illustrations offices and hotels in great tourist of what can be done in the centres like London, Paris, Venice, the Naples, Nice, Cairo, Honolulu and of capitalising way
the largest American and Aus- natural advantages of a trullan cities should be kept re- country or locality have been provided by California, Italy, France and lately by Japan and Spain, which countries now have an im portant standing revenue from the tourist trade.
Thanks to her fortunate situs- tion on the busiest crossroads of the world, between the tropics and the temperate zone, as well as to her strategic importance and scente marvels of unequalled grandeur, Hongkong is undoubtedly destined to become the all-year pleasure resort of the Orient obligatory stop-over Travellers.
and an for world
NEEDS TO ADVERTISE.
In order to achieve this end, however, it will be necessary for Hongkong to acquaint the travel- ling public at large and the re- sidents of the Far East in parti- cular with the amenities this Colony has to offer. in the way of scenic excursions, sports, climate and amusements, both in winter | and Bummer. In other words,
Hongkong neada advertising.
That familiarity breeda contempt is nowhere more aptly illustrated
Members of the Swiss Papal Guard who hava just been given permission to organize a football team. They have
their grounds within the gates of Vatican City.
steamers now have regular moving picture shows on board and coples of a film showing views of Hong- kong, the Peak, the drive around the Island, street scence, Fanling, Cheung
by Chau, “Hongkong Night would enable travellers more than anything else, to visual- Ise the extraordinary beauties of this Colony and would no doubt influence a great many to spend some time. Cand money) in Hong- kong.
than in the case of beauty spots, tourists and residents alike at all through the cleman. All large
points. I knew people in Cairo whe had focal never been to see the Pyramids
The second effort should con- and others in Rio who had never been on the top of the Corcovado. centrate on reaching residents in How many local people are aware the above-mentioned localities in of the fact that the view from the order to acquaint them with the Matilda Hospital grounde on The Peak is without rival In the manifold attractions of Hongkong world? Many of 'us may not know it, but Hongkong co-operation of the China Travel service with branches all over possesses picturesque nooks and corners which are just as lovely China would be most instrumental and charming as some of the cele in, augmenting the number of brated show places in the scenic Chinese visitors to Hongkong. resorts of Europe.
at their very doors, Securing the
Is there another point as ideally situated for an all-round year play- EQUALS RIVIERA,
ground as Hongkong? Whether in Shek-O is as pretty as anything winter or summer, Hongkong is for welcome chunge you can see on the French Riviera, always a
absolutely and Repulse Bay is
visitors from the Philippines, the the most Dutch East Indies, Malaya and without peer among fashionable beauty spots abroad. Indo-China. When North China The drive around the Island and shivers, Hongkong basks in bracing along the rugged seashore, un-winter sunshine, a radical change, folding a delightful succession of indeed, in two days or less if the dramatically changing landscapes visitor choosest the plane, Our at every turn, can be classed with summer climate is not so oppres the world-renowned La Cornichesive for visitors who can spend all of the innumerable Drive In France, the Amalfi Drive day on one
in which Hongkong In Italy and even the Tijucn Drive benches in Rio de Janeiro, If these things abounds. . can be impressed upon the pros pects who contemplate visiting the airmen Far East, an Increasing number:
of visitors to Hongkong is bound to follow,
Gorman Round-Europe grooted in Poland by the President
M. I. Mannicki.
RADIO CAN HELP. Featuring Hongkong regularly over the radio, by short and enappy announcements, including sport news, would be another powerful medium of propaganda. There are, of course, many details connected with such work, but it is not possible within the acope of an article to cover them all.
An important part in the gue coes of the advertising campaign which put Southern California on the map was due to the cheap and artistic postcarda available for visitors. A series of such post cards could be made of Hongkong and sold at the lowest possible price. The advertising value of the of pretty hundreds of thousands views and interesting scones sent out from Hongkong at the expense in- of the visitors would calculable.
pay
[8]
DIVERSIFIED AMUSEMENTS. Then there are the golf links, especially Fanling, one of the prettiest courses you can find any- Advertising Hongkong is not a
where. What about yachting, difficult job. It is just like mar-
The problem of advertising in sailing and fishing?. Is there any keting a
product which, has exceptionally good selling points, gularly provided with descriptive Shanghai, Peking, Singapore and thing in the Far East as pleasant
A centrally located Information pamphlets containing full informa Manila, all of which are very good and picturesque as Hongkong for but the most important thing is to Lion regarding communications,
cuatoniers of oura, should be ap-those who like the sea? All these
Bureau where all possible in- offer the article to people who are climatic conditions and hotels in
proached from two different angles.
formation concerning Hongkong stressed in points should be
would be An effort should be made to reach publicity articles in the Shanghai, personnel, would
selected given by likely to be interested in it. The Hongkong. All the above would
more than number of persons who will rush be necessary to secure the visit of
the over-sca visitors temporarily so Maulla and Singapore papers
its expense for
in to the steamship office to book a
journing in those places (also which will be only too glad to re- a percentage of those who could
would. Japan) to make them decide to
meet the important guests staying and notices concerning prominentin and passing through the Colony Hongkong. The same literature guests vacationing in Hongkong. A and its sole object would be to and arguments should be used as in the case of visitors from abroad, regular featuring of the many help visitors of all means in every attractions of Hongkong in the
possible way, with their sight- Their attention can be called to the newspapers of thoso cities cannot existing faollities for communica- fail to make their rentiera think seeing, business or shopplag pro.
with South, China. For in of our city whenever they
con-Krammes. stance, Hongkong can be reached template inking a holiday. Spora- LESSON FROM AMERICA; from Peking in less than two da die efforts, of course, will not (via Canton) by the regularly suffice and it will be necessary to functioning planes of the Eurasi give systematic attention to this Aviation corporation with depar-feature. tures twice a week. Tickets for
passage to Hongkong after the easily manage to stay in Hongkong, extend-their-visits-to-include Port social items and print plctures short time. This office
perusal of a pamphlet on Hong since it lies within their Itinerary. kong la problematic, but well over 100,000 travellers pass through
GOOD PROSPECTS. this port every year without atay- ing in the Colony and it is among The habitually travelling pubile these 100,000 and more that we who frequent steamship offices and must look for prespective visitors. travel bureaux.are the next best If we can reach the steamship and prospects to approach even if they travel offices where these people do not contemplate visiting China book their passage, we are on the for the time being. These can be right track. Those travellers are reached at the same time as the coming in our direction anyway travellers bound for the Far East, and it is to them that we should and systematle advertising cannot address our words first.
bat leave an trapression on them making them decide to visit the GIVING A FEW FACTS.
Orient at a future date. We can call their attention to
Then there is the general publice rule. the fact that their itinerary tales who do not travel na them past one of the most beull-Catering to these people is prospect building work and calls for adver-
ful islands in the world and pointtizing and publicity netivity of u out to them the advantages of different character. The cost of making arrangements to stay in advertising Hongkong to those in Hongkong for a week or Once the passage and route tralia, where the majority of our more England, United States and Aus- definitely booked a change in the itinerary involves a lot of troubles hibitivo. It is comparatively In- Visitors come from would be pro- some detail work which is not a
exponsive, however, pleasant prospect to envisage on u
to publish business or pleasure trip. Bual-photographs and short descriptions of Hongkong in the travel supple-
ness men should be given a few ments which are now a regular outstanding trade figures on long; feature of many big daily papers kong,, holiday-makers can be told
and
periodicals, thus sowing the
of the manifold beauties and seeds of desire in their renders to facilities for bathing, sports and visit the Orient at the first
The Duke of Wellington comes to the screen. It would need a master žo play such a role, and naturally
· Mr. Axlisa war sainated.
appor-
tunity. Only the best photographe and most interesting types should be allowed to appear in order to [create and maintain a standard of uniqueness for beauty and variety. Genora! advertising and publicity is a long investment proposition but cannot fail to bring returns in due course.
.
FEW EQUALS.
The writer has been through four Continents and with the exception of Australia and can say without exaggeration that there aro very few places which equal Hongkong in beauty and only two or three in the world which sur PASS
|it._ Some of the islands of the. Dutch East Indies are superior to. Hongkong as regards vegetation,
while among the subtropical
Inlands Madeira and the Canary. falante Cepocially Tenerife) Aro alosa rivals. All of them, however, Iack that Inexhaustible reservoir of human interest which Hong hong's hinterland provides for the average visitor.
From a scenic point of view Hongkong is prettier than many World-famous holiday rosorts, and only Rio de Janeiro in Brazil and Taormina in Sicily are more
+
an' Inclusive stay at hotels in One of the most efficacious ways | Hongkong can be made available to of advertising Hongkong would be
(so elever they can be stood po ulaan lama
Considering the fact that Hong- kong is one of the most important international seaports, greater facilities for amusements certain- ly would go a long way towards making her popular. The pro jecte Lido and Amusement Park will fit in a long-felt want in this direction. Even the Americans had to allow a little more liberty In Panama than at home, realising that people who travel and come for a holiday are mostly in search of a little extra fun which they should not be denied,
The cost of maintaining an Ad- vertising Bureau, something along the lines of the 700. "syndicates d'initiative" operating throughout France, could be borne by the transportation companies, hotels and merchants contributing monthly, according to deter mined scale. With the Anancial and moral support of the Govern- mont such an undertaking cannot fall to bring financial bonolita to the local community and to the Government itself in the way of Increased revenue.
There are few places so favour- ably situated and endowed with so many outstanding attractions ns Hongkong. We have climate, scenery, human Interest, hotels
Bult
purse "und taste. Very ly
few people abroad that Hongkong ranks with Gibraltar, us shoppers paradise. All we need do la tell the world that besides the harbour. and The Penk there are countless) other things here which will enable the traveller to have a delightful time
know
Mr. & Mrs. Y. Mori MASSAGE
Acupuncture, Moxocausis and”: Bone"" Reiting Holders of Japanese and Hongkong Government Licences Care Aprained Ankles and Wrists, Recom Paiended for bmkkySyears...) by: Locs "Hospitals and Doctora, DVE MANTEN
Wyndham Street (let dou).
WHILE THOUSANDS CHEERI
• Daring was in his blood...to the victor belonged the spoilat The most tampertuous love story since "Blood and Sand"!
George Raft TRUMPET BLOWS
with
ADOLPHE MENJOU
FRANCES DRAKE
-Directed by STEPHEN ROBERTS A Paramount Picture
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