The " Come To Britain " Movement
THE Secretary of the Department for Overseas Trade, and others, are attempting to create interest in our tourist trade. We need a national effort on the part of our steamship and railway companies, hotel pro- prietors, municipalities and shopkeepers ; the formation by all the• interested parties of a British Tourist Federa- tion that would do for this country what the tourist organizations, syndicate d'initiative and municipalities do on the Continent.
France derives nearly £70,000,000 from her tourist trade each year, nearly twice as much as we need to pay the American debt, or a sum nearly equal to our export trade- to India. Italy, Switzerland, Belgium, Holland, Germany, Norway, Sweden and other Continental nations draw a large annual revenue from the tourist. There is no reason why Great Britain should not do the same.
One result of the amazing growth in the prosperity of the United States during the past two decades is that the number of Americans who will spend their holidays Europe in the future will be an ever-increasing one ; and it is not only the wealthy American who is coming to Europe, but the member of the professional classes.
very owner of a motor-car in America—and there are twenty million of them—is a potential visitor to Europe. We must disabuse our minds of the idea that we are catering for people with unlimited riches. Many of our country hotels in Great Britain have been run by Ca minds with the inevitable result. Our watering- laces and spas, with one or two notable exceptions, are not as attractive as those on the Continent. If we wish to have a larger share-of visitors from the New World we Must adapt the methods of our neighbours to British nditions. There is no need for slavish imitation ; Great Britain has many things to offer unequalled in the world, provided she uses intelligence in telling people about hem.
There are now two million golfers in America, and in 10 part of the world is there greater enthusiasm for the toyal and Ancient game. Thousands of American fens would come to us in the spring-and autumn if .a serious attempt were made to get them. English roads are now the best in Europe, and there is no part of the world where a more enjoyable motoring holiday can be spent. The motor-caravan is a recent innovation, but its popularity will grow, and the British Isles offer many opportunities for a delightful camping holiday. British private gardens are among the most beautiful in the world ; they have a special attraction for American garden-lovers. The English-speaking Union has already a scheme in operation whereby American visitors can obtain permission to visit the chief gardens in Great Britain.
The winter in the northern half of the United States is severe. Americans who seek to avoid it can go to Florida or California or to the West Indies, but such a holiday is for the well-to-do. Many Americans of moderate means could be persuaded to spend their winters in Great Britain, where their children would have special oppor- tunities for continuing their education. For those who wish for shooting or hunting, Great Britain offers un- rivalled opportunities.
The present writer recalls the experience of a manager of one of the leading American tourist agencies who was visiting England for the first time. He landed at Ply- mouth and spent three weeks touring the West Country. His enthusiasm for Devon and Cornwall knew no bounds. He said that tens of thousands of his countrymen would do likewise if the attractions of the West Country were put before them. Nearly every county in Great Britain has its links with America, and therefore we have an historic background with a strong appeal. Wales, the " Dukeries," the Lake District, East Anglia, our cathedral cities, the Wye Valley, Sussex and Kent should all receive their quota as a result of intelligent advertising. At present they are neglected in favour of such better-known places as Oxford, Stratford-on-Avon, Chester, Edinburgh and possibly such Centres as York, 'Winchester or Bath.
But if Great Britain is to develop her tourist industry, her hotel-keepers must do their share and pay greater attention to the wishes of their attests. Our inns have one great asset. Americans arc charmed by the-courtesy shown them when travelling in England ; they appreciate the personal service and personal touch to be found here. But for the most part our provincial hotels, as Mr. Norman Angell has pointed out in the columns of the Spectator, fall far behind the standard demanded in America% - If Americans are to visit us in the spring, autumn and winter, our hotels 'must be properly heated ; no hotel can claim to' rank as first class without central heating. Stay-at-home Englishmen may think that Americans overheat their hotels and houses, which may be quite true, but our personal predilection must not enter in. Running water Must be provided in every bedroom, and there must be a more plentiful supply of bathrooms. Electric reading lights and telephones should be placed by every bed ; the electric light switch should be accessible from the bed. Larger wardrobes should be provided, where the visitor can hang his clothes. Travelling Americans like to hang their coats and trousers ; they do not fold them up and put them in drawers as many Englishmen dO!
But perhaps it is in the matter of food where the country inn leaves most to be desired. Americans are great fruit-eaters. Plentiful supplies of fruit should be supplied at all meals. They are fonder of salads than we are ; therefore, lettuce, tomatoes, celery and radishes should be always available in season. Many Americans like brown bread, and .all like good coffee. The most patriotic Englishinan cannot pretend that the coffee usually served in British hotels is comparable to that obtainable on the Continent. Again, the meals served is our trains are not as a rule equal to those to be had in, American and Continental trains. Helpings are often too large and- consist of badly cooked portions of meat and watery vegetables.
In. the last twenty-five years a great change has taken place in British teas hops, largely owing to the fact that educated wonien have regarded the running of teashOps as a suitable career. Is there any reason why PubliC School boys and girls from our middle classes should not regard the hotel industry as equally suitable for their talents ? As a preliminary the aspiring hOtelier should spend' a year travelling on the Continent and in America studying the industry. What .we require is a Tourist Trade federation, run on enlightened lines. The federa- tion should give instruction to every country hotel- keeper how to make his visitors comfortable. If a local hotel-keeper refused to adopt the prescribed standard the federation should not include the name of the hotel in its list of recommended hostelries. Granted sufficient energy and enlightened direction, there is no reason why in the next three or four years a great development in the British tourist industry should not take place.
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