1934-10-02 — Page 3

THE HONGKONG) TELEGRAPH.

TUESDAY, OCTOBER 2, 1934.

HONGKONG'S APPEAL TO TOURISTS

beautiful than Hongkong. Stock- holm, Budapest, Naples, Constanti nople, San Sebastian and Sen Francisco ean 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, and Valparaiso close seconds.

CAPITALISING ON BEAUTY Naples

THE WORLD OVER

REAPING RICH HARVESTS

By A. EDDY

transfor

The recent revolution of amusements which the Colony has large-scale pleasure travel in store for them. The formalities for arranging for a stay here has been reponsible for in-should be pointed out and trans- creasing the commercial portation. connections suggested. Hongkong in regularly served by value of beuty possessed by many lines and there should not a city or locality. Beauty be any dificulty in arranging for a has a unijersal appeal, and stay of a week or two. Steamship companies having regular connec 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 facilities. Literature developing in the public the should be available at all points sense of appreciating the along the lines and on board of

steamships in regular communica beautiful

tion with Hongkong. Travel Remarkable illustrations offices and hotels in great tourist of what can be done in the centres like Loudon, Paris, Venice, way of capitalising the Naples, Nice, Cairo, Honolulu and the largest American. and Atis- natural advantages of 8tralian citics should be kept ro- 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 situa- tion on the busiest crossroads of the world, between the troples and the temperate zone, as well as to her strategic Importance and scenic marvels of unequalled grandeur, Hongkong is undoubtedly destined to Became the all-year pleasure resort of the Orient and obligatery stop-over for world travellera.

an

UNIQUE APPEAL, ·

There are gorgeous panormas created by nature without the aid of mun and there are others, Ilke. the view of Manhattan Island from Use Hudson River which owe their beauty to human Ingenuity nione. Agafii in other places man im proves

artificial of nature by means, as in the case of Rio and Hongkong for instance. In all ita 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 sea from the high fevels: the vegetation has created a pleasing day effect and the buildings and lights have been

for responsible

producing the

magic vision of "Hongkong by Night" which has been tormed by travellers as one of the most spectacular night views in the world.

That familiarily breeds contempt

Members of the Swiss Papal Guard who have just been. given permission to organize a football team. They have their grounds within the gates of Vatican City.

is nowhere more aptly lilustrated tourists and residents alike at all through the cinema. All largo than in the case of beauty spots.

I knew people in Cairo who had focal points. never been to see the Pyramida and others in Rio who had never

the

The second effort should

by

steamers now have regular moving picture shown on board and coples con-of a film showing views of Hong- the island, street scenes, Fanling. kong, the Peak, the drive around Cheung Chau, "Hongkong Night, would enable travellers more than anything else, to visual- ise the extraordinary Leauties of this Colony and would no doubt influence a great many to spaud some time (and money) in Hong- kong.

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 grounds on The manifold attractions of Hongkong

without rival in Penk, is world? Many of

Tay at their very doors. Securing the not know It, but Hongkong co-operation of the China Travel possesses picturesque Rooks and service with branches all over corners which are just as lovely Chinn would be most instrumental and charming as some of the cele in nugmenting the number of brated show places in the scenic Chinese visitors to Hongkong.. resorts of Europe.

Is there another point as ideally situated for an all-round year play- EQUALS RIVIERA.

ground na Hongkong? Whether in Shek-Ola na preity as anything winter ar summer, Hongkong Is a welcome chunge for you can see on the French Riviera, always and Repulse Bay is absolutely visitors from the Philippines, the without peer among the most Dutch East Indies, Malaya and 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 gunahino, a radical change, folding a delightful succession of tudced, in two days or less if the. dramatically changing landsenpes visitor chooses the plane. Our at every turn, can be classed with summer climate is not so oppres the world-renowned La Corniche sive for visitors who can spend all of the innumerable Drive in France, the Amalfi Drive day on one

JLL which Hongkong in Italy and even the Tijuca Drive beaches ia Rio de Janeiro. If these things abounds. can be impressed upon the pros- pects who contemplate visiting the airmen Far East, an increasing number Round-Europa greeted in Poland by the President of visitors to Hongkong is bound

M. I. Moscieki.

to follow.

German

NEEDS TO ADVERTISE. In order to achieve this end. however, it will be necessary for Hongkong to aequaint the travel- ling public at large and the ro- sidens of the Far East in parti- cular with the amenities this

DIVERSIFIED AMUSEMENTS. Colony has to offer in the way of sconte excursions, sports, climato

Their there are the golf links, and amusements, both in winter

of the and

summer. In other words,

especially Faniing, one prettiest courses you can find any Hongkong needs advertising.

where. What about yachting, Advertising Hongkong is not a

The problem of advertising in Meult job. It is just like mur-

Shanghal, Peking, Singapore and sailing and fishing? Is there any- kating 11

which product

hegularly provided with descriptive exceptionally good selling points, pamphlets containing full informa-Manila, all of which are very good thing in the Far East as pleasunt customers of ours, should be an- and picturesque as Hongkong for but the most important thing is to ion regarding communications,

stressed in proached from two different angles, those who like the sea? All these offer the article to people who are climatic conditions and hotels in

An effort should be made to reach points should be

publicity articles in the Shanghai, likely to be interested in it. The Hongkong. All the above would

the over-sen visitors temporarily so-Manila and Singapore papors number of persons who will rush be necessary to secure the visit of

journing in those places (also which will be only too glad to re to the steamship office to book a a percentage of those who could passage to Hongkong after the easily manage to stay in Hongkong, Japan) to make them decide to port social items and print pictures extend their visita to include and notices concerning prominent perusal of a pamphlet on Hong-laince it lies within their itinerary.

Hongkong. The same literature kohg is problemalle, but well over

guosta vacationing in Hongkong. A and arguments should be used as regular featuring of the many 100,000 travellers pass through

In the case of visitors from abroad.attractions of Hongkong In the this port overy year without stay-

The habitually travelling public Their attention can be called to the Ing in the Colony and it is among these 100,000 and more that we who frequent steamship offices and existing facilities for communich newspapers of those elties cannot tion with South, China. For in-fail to make their readers think must look for prospective visitors. travel bureaux are the next best

stance, Hongkong can be reached of our city whenever they con- If we can reach the steamship and prospects to approach even if they

from Peking in less than two days template taking a holiday. Spora die elörts, of course, will not travel offices where those people do not contemplate visiting China

(via Canton) by the regularly suffice and it will be necessary to book their passage, we are on the for the time being. These can be

functioning planes of the Eurasin give systematic attention to this right track. Those travellers are reached at the same time as the

Aviation corporation with depar

feature. coming in our direction anyway travellers bound for the. Far East,

tures twice a week. Tickets for and it is to them that we should and systematic advertising cannot address our words first.

out to

GIVING A FEW, FACTS.

GOOD PROSPECTS.

but leave an impression on them making them decide to visit the Orient at a future date,

Then there is the general public We can call their attention to who do not travel as a rule. the fact that their itinerary takes Catering to these people in prospect them past one of the most bouti-building work and calls for adver ful islands in the world and paint tising, and publicity activity of a them the advantages of different character. The cost of making arrangements to stay inadvertising Hongkong to those in Hongkong for a week or more. England, United States and Aus- Once the passage and route is train, where the majority of our definitely booked a change in the visitors come from would be pro- itinerary involves a lot of trouble hibitive. It is comparatively in- some detail work which is not expensive, however, to publish pleasant prospect to envisage on a photographs and short descriptions business or pleasure trip. Busi-

of Hongkong in the travel supple- ncas men should be given a few menta which are

now a regular outstanding trade figures on Hong feature of many big daily papers. kong, holiday-makers can be told periodicals, thus sowing the

and of the manifold beauties and seeds of desire in their readers to facilities for bathing, sports and visit the Orient at the first oppor- tunity. Only the best photographs and most interesting types should be allowed to appear in order to create and maintain a standard of uniqueness for beauty and variety. General advertising and publicity is a long Investment proposition but cannot fall to bring returns in due course.

The the scra

of Wallington comes to It would need a master to play the role, and naturally

"ablasted.

Mr.

FEW EQUALS.

The writer has boon through four Continents and with the exception of Australia and can say. without oxaggeration that there are very few places which equal Hongkong in beauty and only two or three in the world which eur puas it. Some of the islands of the Dutch East Indies are superior to Hongkong as regards vegetation,

whalle among the subtropical

islands Madeira and the Canary Islands (specially Tenerife) are close rivals. All of them, however, inck that inexhaustible reservoir. of human interest which Hong- kong's hinterland, provides for tho average visitor, provid

From a peonic point of view Hongkong la prottler than many World-famous holiday resorts, and only Rio de Janeiro, in Brazil and Taormina ...... In Sicilyaro “more”.

an inclusive stay at hotela in." One of the most efficacious ways Hongkong can be made available to of advertising Hongkong would be

No, it is not a nightmare, but one of the growing army of sebot people who are getting so clever they can be used to sluar land, among other things

RADIO CAN HELP.. Featuring Hongkong regularly over the radio, by short nud snappy announcements, including sport news, would be another There are, of course, many details powerful medium of propaganda, connected with auch work, but it is not possible within the scope of an article to cover them all.

An important part in the suc- ceas of the advertising campaign which put Southern California on the map was due to the cheap and artistic postcards 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 hundreds of thousands of pretty Bent views and interesting scenes out from Hongkong at the expense be in- of the visitors would calculable.

more expense

office

WHILE THOUSANDS

CHEER!

• Daring was in his blood...fo the victor belonged the spoils! The most tempestuous love; story since "Blood and Sand'

George Raft TRUMPET BLOWS

with

ADOLPHE MENJOU FRANCES DRAKE

Directed by STEPHEN ROBERTS A Paramount Picture

AT

THURSDAY KING'S

THE

SHOES GORDON'S

DEPEND UPON IT

A

YOU CAN ALWAYS DEPEND ON

A centrally located Information Bureau where all possible, in- formation concerning Hongkong would be given by selected

would personnel,

than in pay for ita ahort time. This

would meet the important guests staying in and passing through the Colony and its solo object would be to help visitors of all means in overy possible way with their sight- seeing, business or shopping pro-

grammes.

LESSON FROM AMERICA. Conaldering the fact that Hong- kong is one of the most important international seaporta, greater facilities for amusements certain- ly would go a long way towards making her popular. The pro- jected Lido and Amusement Park will fill in a long-felt want in this direction. Even the Americana 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

a deter monthly, according to mined scale. With the Anancial and moral support of the Govern- ment such an undertaking cannot fall to bring financial benefits 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 as

to

Hongkong.. We have climate, sconery, human interest, hotels and ault

every purse taste. Very few people abroad know. that Hongkong ranks with Gibraltar as a shoppers paradiso. All we need do is tell the world that besides the harbour and The Peak there are countless other things hero which will 'onable the travelier to have a delightful time

Mr. & Mrs. Y. Mori MASSAGE

Acupuneta., Moxocausis and Bone Setting, Holder of Japanese, and Hongkong Government Licences, Cure Sprained Ankles and Wrists. Recom mended for many years by Loca fioapitals and Doctors,,ZA

“Tel. /20051ÜRM Wyndham Strent, fier Hour).

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