MINUTES THE GOVERNOR'S CONFERENCE ON TOURISM 
October 26-27, 1961 The Riviera Motel Atlanta, Georgia 
Compiled and Edited By 
Beverly Overton For 
GEORGIA DEPARTMENT OF COMMERCE Jack Minter, Director Bill Hardman, Manager Tourist Division 
 
 MINUTES 
THE GOVERNOR'S CONFERENCE ON TOURISM 
October 26-27, 1961 
OBJECTIVE 
To announce the results of a year-long travel survey, and to formulate plans for next year's tourist promotion program in the State of Georgia. 
SPONSORING ORGANIZATIONS 
The Governor's Conference on Tourism was directed and sponsored by the Tourist Division of the Georgia Department of Commerce, in conjunction with the following organizations: 
Association of County Commissioners of Georgia Chamber of Commerce Executive Association Georgia As so cia tion of Broadcasters Georgia As so cia tion of Petroleum Retailers Georgia Hotel and Motel Association Georgia Motor Club Georgia Mountains Association Georgia Municipal Association Georgia Oil Jobbers Association Georgia Petroleum Council Georgia Power Company Georgia Press Association Georgia Restaurant As so cia tion Georgia State Chamber of Commerce Highway 27 Association Highway 41 Association Highway 301 Association Peace Officers Association of Georgia 
 
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THURSDAY, OCTOBER 26TH 
Registration was held in the lobby of the Riviera Motel on Thursday morning. 
The Conference was opened with an address by GovernorS. Ernest Vandiver. The Governor was introduced by Mr. Jack Minter, Director of the Georgia Department of Commerce. 
Governor Vandiver's presentation is quoted as follows: 
TOURISM IN GEORGIA: THE INSIDE STORY 
Honorable S. Ernest Vandiver Governor of Georgia 
MR. MINTER AND FELLOW GEORGIANS VITALLY INTERESTED IN PROMOTING TOURISM AND RECREATION: 
Let me thank you and your staff, Mr. Minter, for planning and conducting this significant first Governor's Conference on Tourism. 
We tried the Governor's Conference idea as it applied to Trade and Commerce last May and it was a definite success. We plan the second one next May. So, it was decided to plan a two-day meeting on a topic that Georgia is especially equipped to sell--equipped by a bounteous nature and by people with imagination, sales ability and energy. 
More than 100 of those people who are promoting the State they love are here today to join us in a searching self-examination. I certainly appreciate your demonstrated interest and willingness to join your government in an organized campaign to build and boost tourism and recreation in Georgia. 
Tourism does NOT necessarily mean skylarking trips to Europe or sun-filled days in Florida. In fact, I hope that tourists do their sunsoaking on the Georgia coast and on our islands. 
Tourism, as it flourishes today, reaches virtually all our citizens and it could reach many people of foreign nations with whom we should be making friends--to whom we need to sell Democracy. 
Moreover, it is indeed a big business. This country spent $22 billion dollars on travel last year. The world probably spent $50 billion dollars. It is appropriate that government on all levels should be the catalytic agent in promoting such big business. 
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The new administration in Washington is keenly tourist-conscious, and a Tourism Division has been created in the Department of Commerce and given personal stimulus by the Secretary, former Governor Luther Hodges of North Carolina. 
Besides this new agency, there are some other needs that must be met before we can really bring large numbers of Europeans into our state and nation. 
Let me cite just a few: 
1. The establishment of travel promotion offices overseas, particularly in London, Paris, Frankfurt, Tokyo and Sydney. In the competition for men's minds through the medium of travel, the Soviet Union has taken the initiative. It did so by making travel into Russia easy for foreigners, including Americans, and by maintaining travel offices in all except three European countries. 
2. The launching of a public relations and advertising program designed to promote U. S. travel, and to convince our own people of the importance, the benefits, indeed the necessity of foreign tourism in America. 
3. The relaxation of travel barriers erected by some of our government agencies. (An example: The Treasury Department requires any visitor spending more than 30 days in this country to appear at a U. S. tax office and swear he made no money while here.) 
4. Foreign governments should be invited to relax their own currency regulations that restrict visitors from buying dollars, since some of them have suggested the United States issue a cheaper ''tourist dollar. !t 
5. The Department of the Interior, and all the State Parks Departments, might well enhance the nation's interest in visiting parks by having many more in-park accommodations. 
6. We need more international airports. We are delving into the 
possibility that Dobbins Field at Marietta might be partially used for such a purpose. I would like to see foreigners get their first sight of America on Georgia soil, here where hospitality and friendliness come from the heart. 
7. Travel safety must be increased as it applies to every mode of transporting people, on land, on the water and in the air. In the last ten years, highway deaths have totalled 375,000 persons. 
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The total injured is a staggering 13,500, 000--equal to the populations of Denmark, Norway and Sweden. 
So much for some improvements that would directly benefit tourism in Georgia and all of the 50 states of the Union. 
Today is the time, and this is the place, to make public some very significant statistics developed by a year-long tourism and recreation survey conducted by the Bureau of Business Research at the University of Georgia and the Planning Division of the State Highway Department. 
This statistical slide rule provides the "microscope" by which this conference can examine the fine lines of our tourism and recreation picture. By applying what we learn, we will know what to do... where to do it... and how to do it in improving our status in this lucrative and satisfying field. 
Before giving you the highlights of the just-completed survey, I want to commend Mr. Roy Flynt, Director of the Highway Planning Division, and Mr. William B. Keeling, Director of the University's Bureau of Business Research. They and their staffs deserve a hand for the excellent job done in conducting this invaluable survey. They also received solid assistance from the U. S. Study Commission, Southeastern River Basins section. 
The survey covered all four seasons of the year and the questioners interviewed 25,713 tourism-recreation travelers, both Georgians and outsiders. 
The information covers a total of 14,180,197 trips made in and through Georgia. Of these, there were 7, 670,000 by Georgians and 6, 510,000 by visitors. 
A total of 42,212,500 persons were traveling--18, 000,000 of them nonresidents. 
The summer season was favored for traveling. 
What was the economic impact of this travel? In one word--tremendous. But let me detail briefly. 
The total sales of travel-serving businesses reached $821 million dollars. Of this amount, $415 million dollars was for actual travel expenses. The total realized for travel strictly for the purposes of sight-seeing and recreation was $297 million dollars. 
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Who spent this money? Georgians traveling by automobile- -$130 million dollars. Out-of-state visitors by automobile--$143 million dollars. Travelers by common carriers--$24 million dollars. 
Of the total personal income earned by Georgians last year, 3. 5 per cent is earned by travel-serving people. This business also accounts for 13. 8 per cent of the State 1s annual retail trade and services. 
The tax yield to the State, for sales and use and business levies, was $24 million dollars. 
It is obvious, from the survey, that Georgians know their own state offers the ideal sight-seeing and recreation opportunities. Eighty-seven per cent of the Georgians interviewed toured inside the State's borders for their holiday relation--only 13 per cent outside. 
The survey figures are both heartening and jolting. For instance this one: 90 per cent of the visitors were simply passing through Georgia-only 10 per cent having a destination in the State. 
Of the 14 million, plus, trips made, only 7 and 1/3 million had a Georgia destination. 
The single-purpose trip is now a rarity, with the changing habits of travelers. The multi-purpose trip is the vogue nowadays. The modern tourist is interested in doing many things, and here is a need we must meet fully. 
The survey disclosed that 54 per cent of our tourists come to Georgia to view our lush scenery, 35 per cent to visit historical spots, and 55 per cent with the general aim of relaxation and fun. 
While in our state, 13 per cent of the tourists go fishing. 24 per cent picnic, 10 per cent boat and ski, 18 per cent engage in water sports, and 20 per cent visit some of our 35 state parks. 
One discouraging factor is the short length of stay by visitors with Georgia destinations. This was only 2. 12 days per visitor for the tourists interviewed. We must find ways of increasing this period. 
The average number of persons per car was 2. 9 year-round, but it rose to 3. 3 in summer months when children were out of schooL 
The income grouping of tourists was interesting and revealing, showing one reason for the heavy impact upon our economy. 
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Six per cent were under $3, 000 annually; ll per cent from $3, 000 to $5, 000; 19 per cent from $5, 000 to $7, 000; 21 per cent from $7, 000 to $10, 000; 19 per cent from $10, 000 to $15, 000; and 17 per cent above $15, 000. 
We need to know what our visitors found for complaint, and what they liked, as guide lines for our operations. 
The surveyors found that 37 per cent suggested better roads; 15 per cent protested speed traps and unreasonable and unrealistic speed limits; 10 
per cent wanted better commercial facilities; 6 per cent deplored eyesores 
along the rights of way; 8 per cent felt hostility toward visitors; and, 48 per cent had no comment to make. 
Among the things they enjoyed, 36 per cent mentioned natural and historical attractions; 10 per cent were impressed by friendly treatment; and, yes, we did find 14 per cent who liked our highways' 
In summary, the average recreation traveler, both Georgian and visitor, traveled 184 miles on his trip, spent 2. 1 days in Georgia, traveled in a party of 2. 9 persons, was on a multi-purpose trip, belonged to the $7,000 to $10,000 income group, enjoyed natural and historical attractions. Of his travel dollar, the average tourist spent 34 cents for food, 23 cents for auto expense, 19 cents for lodging, 15 cents for entertainment, and 9 cents on other items. 
The individual comments contained on the thousands of mail-back cards serve as a clear mirror into which we may look. I will quote just a few, by specific complaint or specific praise. 
SPEED LIMITS: An Indiana couple wrote: "Prefer Alabama for rural speed limits and timing of electric traffic signals. Returning home through Alabama. " 
A cincinnatian who raved about Georgia peaches- -raved in another tone about unrealistic 15 mile speed zones in small towns and the scarcity of speed signs. SPEED TRAPS: An Ohio card showed not one cent spent in Georgia and bore the comment that the first trip South was ruined by "being victimized by a speed trap. We spend the least possible time and money in Georgia." 
An Erie, Pennsylvania man wrote: "Speed traps in your small towns slow people down but drive them through Georgia as quickly as possible." 
FAVORABLE COMMENT: A New Yorker wrote: "It seems foolish to go to Florida. when there are wonderful places in Georgia, the Carolinas and Virginia. " 
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And this bouquet from Aurora, Illinois: Y'Beautiful flowers, nice highways, entrancing hills, pecan groves, peach orchards, pretty scenery. " 
And from Detroit: "Little White House and the beautiful scenery. Michigan is pretty flat. 
A Kenosha, Wisconsin traveler enjoyed most nthe service I received from an Albany automobile dealer. " 
From Huntersville, N. C. , this praise: "We enjoyed most the hospitality of the Atlanta Tourist Bureau. " 
Finally, a warm word for the highway department travel survey people, a St. Cloud, Florida man who wrote he enjoyed most the "kind, friendly people" and said the survey teams were "indeed efficient, courteous and fast. " 
There, you have the picture we have painted of ourselves, our state, its natural beauty and its man-made ugliness. 
I know that this conference will dig into this survey report and come up with specific and strong recommendations for action, on the part of everyone, to boost Georgia to the spot in the travel sun that she deserves. I shall get the report of your actions from the Commerce Department 1s imaginative tourism salesman, Bill Hardman; 
Now that we have the slide rule of statistics, the yardstick to measure our abundance of attractions, as well as our shortcomings, I invite you to join me in a determined drive to make Georgia the national mecca for increasing millions of tourists who will return home- -happy, healthy, and eager to return to your state and mine. 
TRAVEL HABITS OF AMERICANS 
Mr. Don West Director of Research REDBOOK Magazine 
EFFECT OF JET-AGE ON TRAVEL 
Mr. West remarked that the one outstanding habit among traveling Americans today is change. To emphasize this point, Mr. West exhibited a map, showing how jet travel shrinks the country and world for the traveler. 
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The first commercial jet passenger flight (by BOAC) was made on October 4, 1958, just three years and twenty-two days ago; the first American jet flight (by Pan-Am) was made exactly three years ago. Jet speeds run over 600 miles per hour. This means a person, if he had the inclination and money, could spend the weekend almost any place in the world. This is a two-way street: Georgians can travel just as fast to any place in the world as tourists can reach Georgia. 
Mr. West stated: "We're not quite ready to go to the moon, but I understand that the first supersonic commercial aircraft will probably be ready about 1970. The speed range then will be from 1, 300 to 2, 000 miles per hour, which means the present jet times will be cut down to one -third or one -halL .. Think of the horizons this speed opens for the traveler." 
The proportion of American vacationers and pleasure travelers who take to the air is still relatively small. About 85% of all vacations today are taken by automobile, and it is this group who provide the bulk of Georgia tourism. Here, too, horizons are broadening with the rapid expansion of high-speed highways. 
ECONOMICS OF TOURISM 
The travel industry is big business; many rate it as the third largest industry in the country. In many states, it is the major industry. Mr. West remarked that with Georgia's "excellent promotional program and facilities and attractions for the visitor, it is a growing industry for you and your state. " 
CONTRIBUTING FACTORS TO TOURISM 
Mr. West stated that the trend in travel can't help but be upward. Its rapid growth in the last ten years and its even greater potential for the future were emphasized. 
He listed the following as contributing factors to tourism: 
1. POPULATION--Population projections indicate that by 1970, there will be between 210 and 215 million people in this country, an increase of 30 to 35 million people in less than 10 short years than there are now. 
2. LEISURE TIME --With weekends, holidays and vacation time, most working Americans today have a minimum of 122 days of leisure time--one-third of the year. An article in the September issue of FORTUNE reports that the average vacation nowadays for blue-collar workers is more than two weeks. The white- 
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collar worker averages nearly three weeks. A third of collective-bargaining agreements today grant four weeks to some hourly workers, which is more than double the number that had such a clause in 1957. 
3. HIGHER INCOME --Personal income is at an all-time high. People can afford to travel and to take longer vacations. Total disposable personal income is now at an annual rate of around $360 billion dollars. 
4. CREDIT FOR TRAVEL-- The ability to travel is extended even further by the use of crediL The "Go Now--Pay Later" phase of vacation financing is well known. A new phase, "Pay Now-Go Later" is growing in the various types of vacation clubs and other savings devices being promoted by banks. This type of club is becoming increasingly popular. 
REDBOOK SURVEY ON TRAVEL HABITS 
The following facts were developed in a recent study by REDBOOK Magazine. The survey included an audience of better than 3, 500,000 families. More than 35o/o of these people are taking two or more vacations in a year. Of ALL vacations taken by REDBOOK vacationers in 1959, only 54. 3o/o of them were taken in the summer. Not too many years ago, practically all vacations were taken in the summer; 45. 7o/o of the vacations covered in this study in 1959 were taken in the other three seasons of the year. Travel-vacation industry is becoming a year 'round business. 
Add to this the importance of weekends, and it seems certain that well over half of all vacation expenditures today are made outside of the summer months. This does not mean that summer business has suffered. Instead, it continues to increase with more people vacationing. 
One obvious factor about these multiple vacationers is their potential exposure to almost double the number of vacation areas in any given year. The chance of building profitable repeat business from them is far greater than from their single vacation cousins. Equally obvious is the fact that these people who split their vacations are the backbone of the lucrative off-season business. They are the spring, fall and winter--as well as summer--travelers. 
PANEL STUDY BY REDBOOK 
This study was conducted among a panel of 500 REDBOOK readers known to have taken a vacation in the preceding year. 
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Mobility- -Exactly 50o/o said they usually go to one place and stay pretty close to that vicinity; l3o/o said they keep moving--rarely staying more than a night or two in the same place; the remaining 37o/o said they divided their vacation between these two methods, staying in one place for part of the time and then moving around. 
 
This does not mean that people who go to one place and stay there go back to the same place each year. Some do, but these are mostly those people who own their own camp or cottage. Many people are like one member of the panel who said, "However charming we find a place we visit, there is so much to see that each year we pick a new, unknown place and explore it thoroughly. " More and more people are doing just that--they can be attracted to different places each year. 
 
"Big" Vacations-- There is also a trend toward occasionally different vacations. When asked if an occasional "big" vacation (such as a trip to Europe, a long cruise, a trans-continental tour, or something similar) was ever planned, the results were as follows: 25o/o did this kind of planning. The frequency of such vacations ranged from once a year to once in a lifetime, with 40o/o of the answers bulking between every two years and every five years for such a "big" trip. 
 
Activities-- Too many people today still think of vacations or vacationers as static. They are not. The day when people rocked their summers away on the veranda of a resort hotel is gone forever. The motel swimming pool, the hotel golf course, the resort's charter boat captains, the operator of an attraction and so on can attest to this. Today, people go places to DO things as well as to SEE things. Even the people who say they go some place for "just a rest" or 0 a change 11 get what they want by doing something that is out of their every-day routine-it does NOT mean an inactive vacation. 
 
The 1960 study revealed that 90. 3o/o of the vacationers selected their vacation spot, or spots, entirely or in part because of things they could DO. In other words, activities. They indica ted an average of four activities that influenced their choice of vacation sites. Here are the results: 
 
Activity 
 
Percentage 
 
Sightseeing Visit Relatives Swimming Rest Fishing Just a Change Visit Friends 
 
53. 7 45. 7 43. 2 36.1 33. 7 32.4 31. 6 
 
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Activity 
 
Percentage 
 
Visit Historic Sites Boating Theater Dancing Golf Hunting Spectator Sports Events Hiking Riding Skiing Tennis Other 
 
30. 0 21. 4 
9. 6 9.4 9.4 
8. 0 7. 0 
6. 7 
5. 0 4. 5 2.4 8. 7 
 
The recognition of the importance of the factor of activities by the travel industry is noted by the increased facilities being provided: swimming pools, restoration of historic sites, expanding number of golf courses, increasing number of man-made attractions, the spurt in public purchasing of land for recreational purposes, etc. 
 
Planning-- Since the early months of the year are normally most productive for those travel advertisers who are keenly interested in inquiries, there has been a fairly broad presumption that people make up their minds pretty well in advance about vacations. The REDBOOK study indicated this isn't so. Only 12% said they made their plans as much as a year in advance. This includes a fairly large group of people who own or rent a camp or cottage and know where they're going from one year to the next. It also includes groups whose vacation time is rigidly fixed--school teachers, for example, who generally must take their vacations in the summer and, therefore, plan them well in advance. Twenty-three per cent of the panelists said they made their plans six months in advance; however, the remaining 65% said they plan their vacations three months or less in advance of the time they take them. About one out of every five (20%) said their vacations were planned on the spur of the moment, or only a week or two beforehand. 
 
NATIONAL ASSOCIATION OF TRAVEL ORGANIZATIONS 
 
Mr. West stated that "NATO" awards are open only to members of the Association. He invited anyone present interested in joining this association to contact either Messrs. Hardman, Swenson, Bennett, or him for further information. 
 
He presented one facet of the awards program to the group which was designed for "people pleasers." 
 
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Mr. West pointed out that those in the travel-vacation industry appeal to the best in people--their interest in other places and other human beings--their instinctive curiousity about the places beyond the bend in the road. Mr. West briefly discussed the "universal desire for emotional satisfaction," the desire to leave all mundane cares behind and indulge as completely as pocketbooks will allow. He went on to explain that people spend money on vacations not because they must or should but because they want to. 
Continuing, Mr. West stated that it costs money to attract people to specific areas, attractions, or services. On the other hand, he mentioned word-of-mouth advertising from people who "had a wonderful time" as a priceless asset. 
Referring to npeople pleasers 11 Mr. West reported that several states have conducted seminars seeking to educate the inn keepers, the restauranteurs, the attractions owners, even the police forces--those people with whom the tourist comes in contact- -on the importance of "people pleasing. 11 Mr. West noted the following as "big 0 little things that annoy visitors: (1) Unfriendly treatment; (2) Hidden prices; (3) Speed traps; and (4) Broken promises on holding accommodations. 
The following were listed as little touches above and beyond what might be considered as the ncall of duty" that make a visitor's stay or call a pleasant one: (1) Friendly, courteous treatment; (2) The ice that 1 s put in a room instead of telling you where you can go for it; (3) The offers of free orange juice; (4) The continental breakfast and morning newspaper in your room; (5) The little slip of paper that tells you why when you're delayed by road construction; and, (6) Clean rest rooms and real service at a gas station. 
It is the extra touch that creates a good feeling and enables one establishment to pull steadily ahead of its equally fine competitor who fails this sort of extra service, Mr. West pointed out. 
As an example of a reaction to this program, he cited a contest currently under way at Marineland for their employees. Cash prizes will be awarded to those who contribute the best ideas on how they can make a visitor 1s trip to Marineland even more pleasant. They are looking for even more "people pleasers. 11 
CONCLUDING REMARKS 
In conclusion, Mr. West stated: ''As the size of the market increases, the problems of those in the travel-vacation industry competing for the consumers 1 dollar become more complex. You will not be alone in bidding for the time, attention and money of our exploding populations. 
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"One of the dangers confronting this immense travel business lies in the possibility that the people in it, or connected with it, will underestimate the future--that they will not provide adequate facilities to handle the coming crowds or large enough advertising and sales budgets to attract them. 
"The travel market is expanding- -it definitely is a 'growth 1 industry. The lengthening of available vacation time--amounting now to at least one-third of a year--is reflected by a continuing trend toward more multiple vacations and off-season vacations. But available time is not now as strong a controlling factor in the selection of destinations as it used to be. High speed air travel and high speed highways are extending the distances people can go for a week or a weekend. Travel horizons have been broadened. Those horizons can be yours!" 
GEORGIA'S APPROACH TO TOURIST DEVELOPMENT 
MODERATOR: Mr. Bill Tucker President, Chamber of Commerce 
Executive Association 
STATE APPROACH 
Mr. Bill Hardman Manager, Tourist Division Georgia Department of Commerce 
INTRODUCTION 
"Tourism is my business. Georgia is my product. Governor Vandiver and Jack Minter are my sales managers ... and my job is to sell Georgia. 
"Tourism is your business. Specific areas of Georgia are your products. You are r~sponsible to your own tourist attractions and organizations... and part of your job is to sell, too. 
"So, this afternoon, we're all on a common ground. 11 
Thus, Bill Hardman dynamically opened the discussion on STATE APPROACH TO TOURISM. 
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OPERATIONS-- TOURIST DIVISION 
When the Tourist Division of the Georgia Department of Commerce was set up in 1959, the single object was to promote the tourist industry in this state. 
During this administration, new and expanded programs have been initiated which have touched not only this continent, but foreign countries throughout the world. 
Mr. Hardman outlined the five categories of the tourist development program and briefly explained what has been done in each phase during the past year. 
l. NATIONAL NEWSPAPER AND MAGAZINE ADVERTISING-During the past fiscal year, the State of Georgia advertised its historic and scenic attractions in the leading newspapers and magazines in America. Attractive four-color and blackand-white ads appeared in: THE SATURDAY EVENING POST, NATIONAL GEOGRAPHIC, REDBOOK, WOMAN'S DAY, HOLIDAY, SOUTHERN OUTDOORS, eastern daily newspapers, AAA publications, and Georgia newspapers and magazines. 
Free publicity was secured in 67 state and national newspapers and magazines. 
From one ad appearing in REDBOOK magazines, 3, 945 requests for tourist information were received. 
From a single ad in THE SATURDAY EVENING POST, 3, 679 inquiries were received. 
2. OUTDOOR BILLBOARD ADVERTISING--Another GEORGIA FIRST: Outdoor billboard advertising program. Six hundred and thirty-six 24-sheet billboards were displayed in four states. 
Possible exposure of a poster is called circulation. Outdoor circulation figures are based on known automobile registrations and authorized travel studies conducted in a typical area. These studies are sponsored by the Outdoor Advertising Association of America. According to their estimate, Georgia outdoor advertising circulation for last year was a possible 80,000,000. 
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3. TRAVEL RESEARCH-- The object of the recent travel survey is to put up the directional signs for the future growth of tourism in Georgia. This data must be supplemented at intervals to insure complete, up-to-date information for this program. 
4. BROCHURES & PUBLICATIONS-- A new Georgia brochure has been printed this year for general distribution. In addition, brochures have either been printed or up-dated on: The North Georgia mountains, camping, the Civil War Centennial, a Calendar of Events, and other stock departmental booklets. 
These brochures are ordered in multi-thousand lots; therefore, this is a big item in the budget. New brochures and more effective distribution is a constant need. 
The Department mailed out 42,334 tourist kits last year--from July 1, 1960, through June 30, 1961. 
In August of this year, more than a quarter of a million brochures were mailed from the Georgia Department of Commerce. 
5. NATIONAL TRADE SHOWS-- This past year, a 30-foot Georgia vacation exhibit has been shown in New York; Ohio; New Jersey; Georgia; and Toronto, Canada. 
As a result, more than 27,000 requests for information from the Canadian stand were received. The people were keenly interested in Georgia and eager for every bit of information they could obtain. They thoroughly enjoyed the Exhibit. 
Already, hotels and motels are reporting inquiries from an increased number of Canadians. 
Six Jekyll Island vacations were given away at the Canadian showing. It is believed that reports from the winners will encourage others to "come to Georgia." 
ADDITIONAL PROJECTS UNDER WAY 
Mr. Hardman listed the following projects in which the Department is engaged: 
 
1. 
 
The new Welcome Station near Sylvania; 
 
2. New York contacts by Carolyn Carter; 
 
3. 
 
The 11 Tour of the Week" to Georgia's vacation spots; 
 
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4. 
 
The weekly VACATIONEER which points up and promotes the 
 
tourist industry in the State; 
 
5. 
 
The thousands of photographs and millions of words furnished 
 
magazines and newspapers; 
 
6. 
 
Films from our library which show to an audience of thousands 
 
in churches, schools, civic clubs, and other groups; 
 
7. Public relations efforts in helping entertain national and state travel writers in our area; 
 
8. 
 
The speeches made; the miles traveled... ''telling the Georgia 
 
Story. 11 
 
FUTURE PLANS 
 
Referring to future plans for expanding the State Approach, Mr. Hardman stated that additional funds are desperately needed. Last year, a budget of $245,000 was spent for tourist promotion in the State of Georgia. The following is a break-down of expenditures: 
 
Advertising print media......... , . , , ........... . $ 75,000 
 
Outdoor media................................ . 24,000 
 
Booklets, brochures, etc...... , ................ . 35,000 
 
Audio-visual. ................................. . 
 
1, 000 
 
Direct mail .. , .................. , . , . , ........ . 
 
5,000 
 
Department- controlled periodicals 
 
2,000 
 
Exhibits & displays (out-of-state) 
 
9,500 
 
Exhibits & displays (in-state) . , . , , .............. . 50,000 
 
Publicity & public relations projects ............. . 6,000 
 
Travel Survey conducted by University of Georgia ................................ . 
 
10' 000 
 
Continuing, Mr. Hardman stated: "The coffers of the State Treasury have been generous to us, and we are the first to realize that we are never going to receive unlimited amounts of money for tourist promotion. We need 
 
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roads, institutional improvements, facilities for peace officers training... all these things require millions of dollars. We know this. But, we do need, and have reason to believe that we are going to receive, more money for an expanded program. To stretch this money, we are going to need to do two things: (1) Plan to spend the money wisely and well, and, (2) Supplement the effort with single and area endeavors. " 
Georgia was the only state represented in Canada, but six Florida cities had exhibits on display. Mr. Hardman emphasized the need for this type of promotion for Georgia. 
He stated that efforts must be coordinated in national advertising, outdoor advertising and national exhibits. 
A plan for better distribution of brochures must be formulated. Mr. Hardman told the group that in order to distribute their material, it must be obtained in sufficient quantity and it should have "selling appeal." 
Mr. Hardman urged the group to use the mimeographed list sent to them regularly from the Department of Commerce in order to do a complete selling job of Georgia, since these are the people interested in Georgia. 
CONCLUDING REMARKS 
''I hope from this conference will come the desire and willingness to cooperate in doing a super job next year in coordinating our efforts in tourist promotion. I will do my best to arrange and take care of details for regular meetings of representatives of the sponsoring organizations of this meeting. This is our greatest need. 
"Do not dismiss from your mind this need to spend some money on the local level. If the pennies are few... have you thought of area promotion. There are thousands of possibilities to sell. .. and, folks, we have something to s ell! 
"A CHALLENGE TO YOU FOR NEXT YEAR... this is the State Approach to Tourism in 162!" 
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STATE APPROACH 
Mrs. Carolyn Carter New York Representative Georgia Department of Commerce 
GEORGIA IN NEW YORK CITY 
Many newspapers and magazines have editorial offices in the East. They frequently request photographs and information about Georgia attractions. It was felt that a personal call (or follow-through) would expedite and better facilitate promotion of Georgia tourism. Therefore, Mrs. Carter was asked to represent the Georgia Department of Commerce in New York City. 
In an effort to create among travel editors an image of a special service--not a raft of blanket-circulated handouts--it was decided to tailor -make stories for the metropolitan newspapers, magazines and other communications media. 
Contacts, it was realized, would be the most valuable of assets. Therefore, travel-editors were contacted to tell them a little about Georgia and to let them know the desire to enterprise articles written and illustrated expressly to their style. "In addition," Mrs. Carter stated, "we are at their service to develop any ideas they have. 11 
New Yorkers receive the "Georgia Story" with great enthusiasm, reports Mrs. Carter. She stated that it is incredible the number of travel editors who have visited Istanbul, Tokyo, and the Fiji Islands; yet they haven't visited Georgia. This is attributed to the fact that the writers are entertained periodically by the various countries and the airlines which serve them. 
The recent Magic Mountain Writers Tour held last spring is a step in this direction. It is hoped that transportation to Georgia can soon be provided for more of these writers. Once they see Georgia 1 s attractions first-hand, they will sell themselves. 
The travel writers have received the Georgia Story very warmly... they are impressed with the service we are offering. Mrs. Carter pointed out that Georgia is the only state--except Florida--in the South with a service of this type. 
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 THE GOVERNOR'S CONFERENCE ON TOURISM 
 
Prior to establishment of this service, there was a great lack of Georgia material on hand in the offices of the travel writers. The information they had was not only sparse, but was badly out of date, some pre-dating World War II. 
 
Presently, all of the papers have a stock file of Georgia pictures and information. Although the material may or may not be used this year, it is there--plentiful and up to date--in the event they need it. 
 
Travel writers are contacted regularly. 
 
Mrs. Carter reported that radio and television are being used to further promote tourism in Georgia. On television, several trips to Georgia were given away on quiz shows. In August, the Mountain Fair at Hiawassee was featured on Monitor--the big weekend radio show. 
 
Heart-warming human interest stories are in demand for the Monitor show. Everyone present was urged to "keep an ear tuned" to the human interest happenings in their respective areas. Advise Mrs. Carter of these stories. She stated that while stories of this type may not always be a tourist incentive, an added awareness of Georgia will be stimulated, which is one of our major objectives. 
 
Further accomplishments include working with the Shell Oil Company on new road maps for the Southeast. The Georgia version, with a new picture of egrettes in the Okefenokee Swamp, is now on the press. 
 
During the ice storms in the South last winter, up-to-the-minute information on road conditions was reported to the Texaco Travel Service. 
 
Photographs were supplied for a special window display at the Philip Morris Company, showing a tobacco harvester at work in a Georgia field. 
 
Mrs. Carter stated that the possibilities are infinite. 
 
SLIDE PRESENTATION 
 
The following slides were shown to the group, narrated by Mrs. Carter: 
 
1. 
 
A half-page and five-column cut on the front of the New York Herald 
 
Tribune--read by more than a half-million persons each Sunday. 
 
2. An article on "Where to Retire"--Georgia, of course, brought tremendous response from readers of the Army-Navy-Air Force Register. 
 
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 THE GOVERNOR'S CONFERENCE ON TOURISM 
 
3. 
 
Article published in 11 Today 1 s Health, 11 the official publication 
 
of the American Medical Association, giving Springtime in 
 
Georgia a helpful boost. 
 
4. 
 
Photographs and photographic data on what to picture--and 
 
where--in Georgia was furnished the Eastman Kodak Company. 
 
They printed over 5, 000; sent the plate to the office here, where 
 
75,000 have been printed. 
 
5. Another helpful Springtime boost was Georgia 1s place in a roundup story in the Cities Service Magazine. Georgia received seven items in the Calendar of events plus a color picture of the Cyclorama. 
 
6. 
 
In addition to "tailor-made" articles, a complete file of complete 
 
stories, with pictures, is being built to be submitted to magazine 
 
editors. 
 
7. 
 
Junior Natural History is published by the Museum of Natural 
 
History and is used extensively in classrooms throughout the 
 
country. The audience is largely 8 to 13 year-olds. The paid 
 
circulation is 20, 000; but since it is used in classrooms, the 
 
publishers estimate each issue is read by 90,000 children. 
 
There have been two articles on Georgia in this publication- -one 
 
on turtle hunting at Jekyll and another on the Okefenokee Swamp. 
 
An article on the Indian Mounds at Cartersville will appear soon 
 
after Christmas. Thus, a quarter-million school children have 
 
been told the Georgia story. 
 
8. In addition to Savannah, Atlanta, and the Golden Isles, which already have appeared in Edward Collier 1 s Magic Circle Travel feature, articles are scheduled on Albany and surrounding area as well as Georgia's mountain area. 
 
9. 
 
Twice each year, a "Travel News Service" goes to travel editors; 
 
automobile magazines; more than 2, 700 established publications, 
 
including company magazines, fraternal and religious organiza- 
 
tions. Beyond the press, it also goes to air lines, travel bureaus, 
 
chambers of commerce, bus companies, oil companies, etc. In 
 
a few weeks a view of Callaway Gardens will be distributed. It 
 
is anticipated that at least 500 requests for the Callaway picture 
 
will be received. The req1ests go directly to J. Walter Thompson, 
 
where 8 x 10 prints are supplied, gratis. 
 
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 THE GOVERNOR'S CONFERENCE ON TOURISM --- 
10. Texaco, Cities Service, and Sinclair have Georgia brochures on display in their offices. Sinclair erected an illuminated transparency of the Cyclorama in its lobby at 600 Fifth Avenue, which is viewed by approximately 40,000 persons who go there each year seeking travel guidance. 
ll. A window display on the Golden Isles to be displayed in the early winter. Also, Georgia's outstanding attractions will be pointed up, with emphasis on Springtime in the South. 
12. A story prepared about Peachtree Street will be featured in the DODGE Magazine in January. 
13. A story on Georgia 1 s Pine Mountain area will appear in TRAVEL in early 1962. This magazine's entire content is devoted to active travelers. Surveys reveal that 57. 7 per cent of its subscribers take two or more trips annually; that 41. 9 per cent have incomes above $10, 000; and, that 58. 7 per cent are 50 years of age, when they can best spend time and money on travel activities. 
Thus, Mrs. Carter concluded the report on her phase of the STATE APPROACH. 
STATE APPROACH 
Dr. William Keeling Director, Business Research 
University of Georgia 
(NOTE: While it was necessary that Dr. Keeling appear on the program on Friday, October 27th, instead of Thursday as scheduled, the text of his presentation appears here, with others on STATE APPROACH, for ease in reading. ) 
AN ECONOMIC STUDY OF TOURISM AND RECREATION 
Dr. Keeling distributed copies of a combined study of tourism and recreation travel which the Bureau of Business Research conducted for the Tourist Division of the Georgia Department of Commerce and the U. S. Study Commission, Southeast River Basins, between October, 1960, and October, 1961. 
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 THE GOVERNOR'S CONFERENCE ON TOURISM 
Dr. Keeling pointed out that in several respects the study is unique. First, it separates tourists and recreation travelers from those traveling for business and other purposes and subjects them to detailed analysis. Second, it does not limit itself to out-of-state travelers, but analyzes recreation travel by residents of Georgia as well. In both of these respects it differs from the usual state study which confines itself to an analysis of out-of-state visitors, regardless of purpose of trip. The study also is unique because of the extent to which it is based upon original data. 
SOURCE OF DATA 
Highway Interviews--Personnel of the Highway Planning Division of the Georgia State Highway Department conducted field interviews during each of the four seasons, beginning with fall, 1960, and ending with summer, 1961. 
The data obtained by these field interviews were coded by the Bureau of Business Research and entered into punched cards by the State Highway Department, which also ran the tabulations from the cards. 
Vehicles interviewed totaled 141,141. Of these, 25,713 of the trips were classified as being recreational in purpose; these are the ones upon which the study is based. 
Mail-back Cards--These cards were handed out by highway personnel to all travelers classified as recreational travelers. Out of a total of 26,000 handed out, 6, 000 were returned (23. 4o/o). These cards related specific information and detailed purpose of trip; information as to the income of the group.; likes and dislikes, etc. 
Interviews at Resorts-- Interviews, in the form of an 8-page questionnaire, were conducted at Jekyll Island, St. Simons Island, Sea Island, Atlanta, and the Northeast Mountains. 
Mail Questionnaire,--A 2-page q_Lestionnaire was sent to a random sample of those who had written the Tourist Division of the Department of Commerce requesting travel information. These data are now being processed, and the results will be released as soon as the analysis is complete. 
CONCLUDING REMARKS 
Dr. Keeling concluded: "I hope you will find this report useful in the development and promotion of the travel industry in Georgia. n 
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 THE GOVERNOR'S CONFERENCE ON TOURISM 
STATE APPROACH 
Mr. John Touchton Projects Manager Travel Council of the 
Georgia State Chamber of Commerce 
DEFINITION 
The Travel Council is a group of Georgia businessmen, working together to promote travel and economic benefits therefrom throughout the State. It is composed of and financed by members of the State Chamber of Commerce. 
MAJOR OBJECTIVES 
To sell Georgians on the economic values of travel as an industry, thus developing support for legislative remedies to obstacles (such as speed traps and faulty arterial highways) which retard travel in Georgia. 
To assist communities and areas throughout Georgia toward the fullest development and promotion of their travel attractions. 
Mr. Touchton explained that while Travel Council members may be competitors for business, they wisely unify their ideas, influence, and energies in developing statewide travel for the benefit of everyone, whether they deal directly with travelers or not. 
PROJECTS UNDER WAY 
Roadside Rubbish Round-up--Designed to clean up the area along the highways and roads in Georgia, making them inore attractive. This includes abandoned shacks, barns, buildings, automobile junk yards, littering--all man-made eyesores and health hazards. It should extend beyond the city limits. Mr. Touchton stressed the need for the full participation of the citizens. 
Student's Photobook of Georgia-- This 28-page booklet describes all facets of Georgia life, including government and history of Georgia. Designed primarily for use by school children, it may be obtained by Writing to: Georgia State Chamber of Commerce, 1200 Commerce Building, Atlanta 3, Georgia. Cost: 50~ per copy; 40~ each for fifteen or more copies. 
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 THE GOVERNOR'S CONFERENCE ON TOURISM --- 
Films 
Two new films were mentioned: (l) "Tourist Phase of Industry" and, (2) "Industrial Growth of Georgia. 11 
Mr. Touchton invited the group to request the above films. 
SPECIFIC OBJECTIVES 
Needs expressed by Georgia 1s travel specialists are consolidated into specific objectives, and Council activities are limited solely to their fulfillment: 
l. Research to determine the dollar benefits provided by the travel industry for all Georgians involved in commerce, showing factual gains or losses and their causes. 
2. Supply speeches, films, and news releases emphasizing benefits of the travel industry, thus encouraging local development of attractions and grassroot demands for needed legislative action. 
3. Assist communities in recognizing and developing travel potentials. 
4. Promote Georgia attractions by establishing and servicing folder rack distribution of travel folders in key locations. 
5. Prepare and distribute publicity on Georgia attractions for travel publications, press, radio and television uses. 
6. Conduct tours of Georgia for travel writers; tour-routing officials. 
7. Assist Georgia Civil War Centennial Commission in promotions, and help establish local participation in Centennial projects. 
8. Stimulate statewide action on any legislation affecting the travel industry. 
CONCLUDING REMARKS 
"We do not duplicate efforts with others who are concerned with travel projects," concluded Mr. Touchton. "The Travel Council is Georgia 1s 'wholesaler 1 of travel, selling our state 1s attractions to the nation's retailers of travel by applying techniques used to sell shoes, shovels or smokestacks. " 
------- -- -- - 
This concludes the panel discussion on: STATE APPRO.PCH TO TOURISM. 
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 --- THE GOVERNOR'S CONFERENCE ON TOURISM --- 
AREA APPROACH TO TOURISM Mr. T. Harley Harper President 
Coosa Valley Development Association 
DEFINITION & ORGANIZATION The Commission is composed of two members from each of the eleven counties in the area- -one from the municipality and one from the county at large. It includes a Planning Division, staffed by four men with masters degrees in city planning. Also, there is an Industrial Division, with four industrial research specialists. These are full-time employees, under contract to the Coosa Valley Development Association. OBJECTIVES 
l. Tourist development. 2. Economical development. 3. Industrial research. 4. Highway development. HIGHWAY SYSTEM Mr. Harper explained the highway system in the area as follows: l. Highway 41 from Chattanooga to Atlanta. 2. Highway 27 from Chattanooga down the west side. 3. Inter-state Highway 2 7 under construction. 4. Highway 59 entering Dade County west of Lookout Mountain 
out of Tennessee. 5. Highway 20 entering Georgia east-west in Haralson County. 
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 THE GOVERNOR'S CONFERENCE ON TOURISM 
LAND-USE CONTROL 
The Planning Commission makes studies on land-use control and many other aspects of cleaning up situations that cities and counties want cleaned up. The Commission makes recommendations to the governing bodies. Thus far, not one recommendation has been turned down. 
When new highways come through (if counties and cities cooperate) all will have land-use control. There will be no dumps, no automobile graveyards, etc. There will be other places provided for them. On approaches to Georgia through this area, there will be no more bad developments. Nothing can be done about the present establishments, but future developments can be controlled. 
TOURIST ATTRACTIONS 
Mr. Harper stated that a complete inventory of the tourist attractions in the eleven counties in which his association is working revealed many scenic, recreational and historical sites. 
A brochure of the Coosa Valley Development Association is being prepared. 
CONCLUDING REMARKS 
"Through the two-man commission and twelve-man planning commission, we will be able to contact every restaurant, service station, hotel, motel, and law enforcement officer and inform them of the proper approach to making people feel welcome and at home when they come through our area. 11 
Mr. Harper invited the group to attend a meeting of the Association, which is held at Rome, Georgia, every third Thursday, at the Aloha Restaurant. 
AREA APPROACH TO TOURISM 
Mrs. Amilee Graves President 
Georgia Mountains As so cia tion 
ECONOMICS OF TOURISM 
Mrs. Graves pointed out that tourism in the United States today is big business. Therefore, people engaged in the development and promotion 
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 THE GOVERNOR'S CONFERENCE ON TOURISM 
of an area for tourist attraction must gear their thinking to big enterprises, capable of attracting large numbers of people. To work toward anything less would not only be a waste of time, but an injustice to the many areas in this state blessed with an abundance of natural beauty. 
Big business and the development of vast tracts of land suggest a large capital investment of money, and herein lies one of the major problems of any group starting out to develop their area for tourism. 
One of the most desirable ways to get tourist attractions and facilities started in any area would be for responsible private capital to come in and set up shop. This, unfortunately, is not very likely in an undeveloped area. 
TOURIST PROMOTION 
Initial Project-- If a successful enterprise is already in operation, the probability of attracting private capital will greatly increase. 
Funds-- Federal Aid was pointed out as a possible means of getting the program under way, and as a supplement to private and local money which it is believed can be attracted to such use. 
An over-all plan for economic development is needed before seeking aid from the government, or any other source. 
GEORGIA MOUNTAINS ASSOCIATION 
Definition-- Mrs. Graves gave the Georgia Mountains Association as an example of what can be done area-wise to promote tourism. 
This is an organization encompassing nine counties, composed of persons interested in various phases of community development, and especially engaging in tourism as a means toward over-all development. 
Projects Under Way 
1. Surveys of points of interest in the area. 
2. Establishment of definite programs for publicity. 
3. Contacts with various agencies in the Department of Interior; also, members of Congress, expressing ideas and aims. 
4. Publication and distribution of a brochure describing the potentials and advantages in the area for tourism. 
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 THE GOVERNOR'S CONFERENCE ON TOURISM 
 
The following points were emphasized by Mrs. Graves as being important to tourist development: 
 
1. Believe in your section. 
 
2. Exercise good judgment and sincerity of purpose. 
 
3. "Good old-fashioned leg work." 
 
CONCLUDING REMARKS 
 
Mrs. 
 
Graves concluded: 
 
11  
 
We 
 
have 
 
laid 
 
enough 
 
ground 
 
work 
 
at 
 
this 
 
point to be ready for any type of tourist attraction. We feel our area 
 
has much to offer the vacationer and tourist, which is the main reason 
 
we have pointed our interest in this direction. 11 
 
This concludes the panel discussion on: AREA APPROACH TO TOURISM. 
 
COMMUNITY APPROACH 
Mr. Charles Phelan Secretary-Treasurer 
Little White House 
OPERATIONS- -LITTLE WHITE HOUSE 
Inquiries--Mr. Phelan stated that since Warm Springs does not have a Chamber of Commerce, his office serves in this capacity, receiving, handling, and forwarding requests daily. They distribute brochures on Callaway Gardens, the Little White House, Franklin D. Roosevelt State Park, and various restaurants and motels in the area. 
Attendance-- Sixty-five per cent of attendance is from April 15th to Labor Day; other thirty-five per cent is year-round. There are approximately 100, 000 visitors annually. Among them are many foreigners who return to their own countries impressed, carrying the Georgia story. 
 
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 THE GOVERNOR'S CONFERENCE ON TOURISM 
AREA DEVELOPMENT Potential--The immediate area includes the following: 
1. Little White House . . . . . . . . . . . . . . . . . . . 4, 000 acres 2. Franklin D. Roosevelt State Park..... 3, 000 acres 3. Callaway Gardens . . . . . . . . . . . . . . . . . . . 2, 500 acres 
The entire area is quite scenic; it is approximately 1, 200 feet above sea level. 
What We Have Done-- "Two years ago, we started talking of an area development. If we coordinated, we could be a very effective, attractive force in the Southeast." 
Mr. Phelan went on to say that he and Gil Wildes, Director of Public Relations, Callaway Gardens, made a trip which covered Toledo, Cincinnati, Dayton, Cleveland, Detroit, Indiana, and Louisville. They called on travel writers, 250 AAA counselors, etc., who want to know what Georgia had to offer. They presented not only their exclusive area, but the entire Georgia story. 
In the course of a year, those 250 counselors make up over two million 
automobile routings. With an average of 3 per car, this equals 6 mil- 
lion people on wheels, looking for pleasant places to vacation. These agencies greet the American people first. They give them a tour they will enjoy and come back wanting more. They "put the American people on wheels and send them on their way. " 
CONCLUDING REMARKS 
"We are going to present to the counties along Highway 27 what has been happening; what we are doing. We are going to tell them to dust off the front porch, clean up the little town, and be ready to meet some of the people who are coming this way. They ARE coming! I believe every one of us should link arms to make our state the best there is. We can d0 it! II 
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 THE GOVERNOR'S CONFERENCE ON TOURISM 
COMMUNITY APPROACH 
Mr. Thomas G. Moore Executive Director 
Columbus Chamber of Commerce 
TOURIST PROMOTION 
Statisticians, economists, business leaders and political leaders are accustomed, through long established practice, to think of industry and agriculture as the two great means of creating jobs and inc rea sing prosperity. 
Development of the visitor potential of a city or a region is, in at least one respect, more important than the other two. Industrial and agricultural development will often follow an effective travel program, but the reverse is seldom true. 
Agriculture is one of the major industries in the United States. Yet, in 1956, the tourist business grossed about two-thirds as much as the total cash receipts from all crops, livestock, and other agricultural produce turned out in this country within the same year. Moreover, the trend in the tourist business is up, and if it continues to rise, the tourist business may soon surpass agriculture as a major moneymaker. 
Another significant comparison may be made with the payrolls of twelve of the largest U. S. companies. These payrolls, combined, add up to about half as much as tourists spend in a year. 
The modern trend toward even greater mechanization of industrial and agricultural processes is certain to make production by fewer people the rule. Fortunately, in normal times, shorter work hours, greater prosperity, earlier retirement, paid vacations for almost all workers and many other factors conspire to increase the need for employment in the trades and services. 
Recreation travel is one of the greatest consumers of service. In many areas, this money spells the difference between profit and loss in a majority of business enterprises. 
TOURIST BUSINESS AND YOUR COMMUNITY 
Visitor travel provides one of the best means of distributing wealth created by mass production methods in areas favored with natural resources or in regions where processing of raw materials is concentrated. 
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 THE GOVERNOR'S CONFERENCE ON TOURISM 
Brookings Institution and other competent authorities point out that as important as recreational travel is today, this importance is destined to increase more than thirty-fold in the next one hundred years. 
If there's a road leading in and out of your community, there's a fair chance of attracting tourists. 
Instead of expensive beaches and spectacular attractions, what American tourists want primarily is comfort, change, amusement, and pleasant surroundings. 
If the community can attract a couple of dozen tau rists a day throughout the year, it would be economically comparable to acquiring a new manufacturing industry with an annual payroll of $100, 000. 
In 1956, 42 million employed persons in the United States, out of a total labor force of 62,900,000, received paid vacations; and, vacation pay exceeded 4-l/2 billion dollars. 
Mr. Moore went on to say that each community must take these initial steps: 
l. Make up its mind it does want more tourists. 
2. Make up its mind to work aggressively and develop the tourist potentials it does have. 
3. Make up its mind to develop these potentials consistently, over the long run, and seek new potentials. 
PLANNING THE VISITOR PROMOTION PROGRAM 
ANALYZE YOUR PRODUCT 
l. Natural attractions--For example, in Columbus: The Chattahoochee River, offering fishing, boating, swimming, and water skiing. 
2. Man-made attractions-- The Confederate Gunboat "Muscogee" attracts some 2,000 to 3,000 visitors each weekend. 
3. Special events-- The Miss Georgia Pageant is held annually m Columbus. 
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 THE GOVERNOR'S CONFERENCE ON TOURISM 
EDUCATE CITIZENRY 
Columbus has made a start with color slide presentations to clubs and organizations; employees of restaurants, hotels, motels, service stations, retail firms, police department, etc. 
LOCATE AND IDENTIFY THE BUYER 
l. Advertising--Out-of-town newspapers; coupons; informal surveys by local people. 
2. Where does visitor come from? 
3. What attracted him to your area? 
4. What are his impressions of the area--that is attributes; shortcomings? 
SEEK TO IMPROVE TRAFFIC PATTERNS 
Improved traffic patterns bring increased business . 
. IMPLEMENTATION 
Paid Advertising- -Newspapers, magazines, radio, television, travel shows, promotional folders, billboards, match books, bumper strips, etc. 
Free Advertising- -Newspaper articles and pictures, magazine articles and pictures, trade publications, radio time, television time, advertising resulting from expenditures of others. 
Word-of-mouth Advertising-- A smile, a tone of voice, personal appearance, interest, knowledge, tact, willingness, politeness, kindness, individual attention, fair prices, pleasant surroundings, good food, comfortable accommodations. 
Entertainment-- Sports facilities and events, Little Theatre, pageants, handicrafts, visitors 1 clubs, tours and pilgrimages, visitor participation activities, museums. 
Financing-- Fund-raising campaigns, public funds, investment by primary beneficiaries. 
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 --- TI-E GOVERNOR 1S CONFERENCE ON TOURISM --- 
REMINDERS--FOR REPEAT BUSINESS Mr. Moore emphasized that COURTESY is the GOLDEN RULE! He listed the following as those things which bring people back: Fair prices, courteous treatment, good food, comfortable accommodations, activities, new appeals, surveys and studies. 
This concludes the panel discussion on: COMMUNITY APPROACH TO TOURISM. 
FRIDAY, OCTOBER 27TH WHAT THE HIGHWAY ASSOCIATIONS ARE DOING TO PROMOTE TRAVEL TO GEORGIA 
Mr. Graham Dozier Executive Vice President U. S. 301 Highway Association 
DEFINITION The U. S. 301 Highway Association is a non-profit association, composed of businesses along the highway. In Georgia, the highway extends 175 miles. It contains 350 establishments, valued at $30 million dollars, which receive $25 million dollars annually, and employ 2, 000 persons. U. S. 301 extends from the Delaware Bridge to Sarasota--a distance of 1,100 miles. The tourist industry is the biggest industry in 75 per cent of the towns through which it runs. Tourist industry ranks No. 1 in Virginia; No. 3 in North Carolina; and No. 5 in Georgia. CONTRIBUTING FACTORS TO TOURISM Mr. Dozier stated that better roads, better automobiles, better and more accommodations, retirement, more leisure time, more Social Security money in circulation- -all contribute to an increase in tourism. 
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 -- 
THE GOVERNOR'S CONFERENCE ON TOURISM 
DETRIMENTS TO TOURISM 
Adverse publicity about Georgia in the North has definitely been detri .. mental to tourism in the State. However, Mr. Dozier pointed out that there has been more constructive publicity in the last twn or three years than in the previous ten years combined. However, he added that it will take another five years to completely overcome the adverse pu.bhcity. 
TOURIST PROMOTION 
L Encouraging high standards-- People need to realize that if they will clean up a bit, it will encourage to:1nsm. 
2. Personal calls on automobile clubs and oil company tou.ring services-- the people who govern to a large extent the traffic patterns. 
3. Periodic checks with AAA in Washington where bulletins are sent out- -Keeping up with highway construction bulletins, detours have been minimized. 
4. Travel shows-- Personal presentation of problem or what you have to selL 
5. Guides and maps distributed-- This 1s good, direct pGblicity. Highway 301 Association first organization to put out a strip map. (Map shown to group.) This map is drawn by a highway engineer. Once a year, revisions are made. One million copies are distributed annually. The travel guide presents accommodations. 
CONCLUDING REMARKS 
Mr. Dozier remarked that the Georgia division is the m st active in their association. Work is done on a local level and much is acc!:::;mplished. 
"We are selling on a national level a good way to traveL We help get tourists down to Georgia. Let1 s help keep tourist dollars flnwing through Georgia. n 
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 THE GOVERNOR'S CONFERENCE ON TOURISM Mr. Tom Bardenwerper, President U. S. 41 Highway Association and Mr. Dick Borden Rock City Gardens 
DEFINITION Mr. Bardenwerper stated that U. S. 41 is the longest federal highway in the United States. The Association is most active in Kentucky, Tennessee, Georgia, and Florida. Mr. Borden reported that Highway 41 Association has no paid employees. All work is done by members up and down the highway. Money is spent on direct advertising and direct aid to people along the highway. TOURIST PROMOTION 
1. Distribution of one and one-half million Highways 41, 27, and ll strip maps annually. 
2. Aid through AAA, NAA, and oil companies. 
3. Channel traffic into Georgia. Try to give a complete picture up and down the highway. 
SLIDE PRESENTATION Mr. Borden narrated slides for the group, showing construction, advertising, etc , along the highway. 
Mrs. Wanda Pearce U. S. 27 Highway Association 
DEFINITION Like the other highway associations, U. S. 27 Association is maintained through memberships from the businesses along the highway. Membership open to: restaurants, motels, hotels, any kind of business interested in buying membership for purpose of promoting tourism. 
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 --- THE GOVERNOR 1S CONFERENCE ON TOURISM --- 
EDUCATION OF CITIZENS 
Educating people in the towns that tourism is big business and what it does to the economy of the cities is the greatest problem. 
TOURIST PROMOTION 
Advertisement--This past winter, the Association advertised in 16 large Midwestern newspapers. Included in newspaper advertisements was a coupon to be used for requesting information. A tremendous response--over 1, 200 coupons--indicating that people are interested in Georgia, and a safe, short route to Florida! 
Information-- Keep people in Midwestern cities informed through AAA. Keep AAA advised of widening of highways, new bridges, etc. , so they will route people onto Highway 27. 
Strip Map-- Distribute this map, which shows interesting places to see along the entire length of the highway. (Map shown to the group.) 
DETRIMENTS TO TOURISM 
Mrs. Pearce pointed out the fact that "speed traps" are very detrimental to tourism. She urged the group to report to her any speed traps along Highway 27. Since this is a local problem, it is necessary to go to the cities to work with the local authorities. They are advised of the fact that speed traps are a menace to the city and bad publicity for the State as a whole. 
PENNSYLVANIA MATCHING FUND 
Mr. Harold Swenson Director, Bureau of Tourist & Vacation Travel 
Pennsylvania Department of Commerce 
(NOTE: While it was necessary for Mr. Swenson to speak on Thursday, October 26, due to a change in his schedule, his presentation appears here in line with the rest of the program. ) 
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 THE GOVERNOR 1S CONFERENCE ON TOURISM 
TOURIST PROMOTION LAW 
Mr. Swenson explained that the basic tourist promotion law creates relationship and communications between the State Department of Commerce and tourist promotion agencies throughout the state. Signed into law on April 28, 1961, it takes care of many of the legislative and political problems arising in this program. 
TOURIST PROMOTION AGENCIES (TPA) 
The General Assembly has given authority to the county commissioners to designate the Tourist Promotion Agency in each county. At the present time, there are thirty TPA 1s functioning, covering 36 out of 67 counties. 
MATCHING FUND GRANTS 
Legislative maximum calls for 10 per capita, or $3 per room rental. The following example was cited by Mr. Swenson: 
"A county with 10, 000 rooms would be eligible, at $3 per room, for a grant up to $30, 000. However, if only $10, 000 was raised, we would match only $10,000." 
He went on to explain that further restriction limits the amount of a single grant to 20 per cent of the total amount appropriated. This year, $200,000 was appropriated; therefore, $40,000 is the maximum limited to any one grant. This is compared with the first year 1s operation, when the maximum grant to any one TPA was limited to $20' 000. 
"However," Mr. Swenson stated, "the money itself is only a small part of what is happening. 11 
Example: Seneca Highlands Association 
The Seneca Highlands As so cia tion had a budget of only $900 last year. This year, they have taken the $900 and have had a fundraising drive. Promised $2,000 from the county commissioners if they could raise $3, 000 (to reach $5, 000 goal) they did so, and now have approximately $6,000 raised locally. It is matched with $6, 000, which gives them a budget of $12, 000 as compared with last year's budget of $900. 
Mr. Swenson added: "We are encouraging these people by giving them a good reason on a dollar basis to go out and raise money locally. It is good business to contribute to the local area 1s tourist promotion fund. " 
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 THE GOVERNOR'S CONFERENCE ON TOURISM --- 
INQUIRIES 
Mr. Swenson explained the method by which inquiries are handled. Approximately 275,000 inquiries are received annually. A packet of information is sent to each person. A list of these inquiries is not maintained. The inquiries themselves are processed and routed to various TPA 1s, according to the number they can handle. 
CONCLUDING REMARKS 
Mr. Swenson recalled the U. S. Travel Survey mentioned by Governor Vandiver. He reported that the U. S. Government had a tourist budget last year of "zero" compared with $2-1/2 million dollars this year. He added that the Federal Government is definitely "going into the travel business." 
The increase in the tourist promotion budget in Pennsylvania was mentioned. Six years ago, $195,000 was allocated to tourist promotion; this year--$900, 000. Year ending June 30, 1961, Pennsylvania ranked 27th among 50 states; Georgia, 25th. Pennsylvania now ranks 3rd. 
Mr. Swenson concluded by stating that "As the total volume of travel is increased, Pennsylvania will pick up her increased share. " 
TRAVEL SAVINGS ACCOUNTS 
Mr. Joe D. Oliver Vice President 
Citizens & Southern National Bank 
ECONOMICS OF TOURISM 
Reports in 1960 showed that travel has passed wheat as the No. 1 industry in the world. More dollars are being spent on travel than on any other commodity. This is attributed, in part, to the fact that the world's population has more and more leisure time- -and money- -for travel. 
If the travel industry of Georgia shares the anticipated tremendous growth, it must get busy. Everyone must cooperate, promote, and sell as a united industry. 
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Mr. Oliver quoted someone as saying, "This country is experiencing the gr-eat era of the 'goof off, 1 the age of the half-done job. It is populated with laundrymen who won't iron shirts, with waiters who won't serve, with carpenters who will come around some day, maybe; with executives whose minds are on the golf course... " 
"I do not subscribe to this per se, 1' Mr. Oliver stated, "but I do say this: If the travel industry of the United States and of Georgia 'goofs off' for the next ten years, we can forget any chance we ever had of cutting up a growing share of world traveL 11 
TRAVEL PROMOTION 
"Our organization is interested in promoting travel in Georgia, our own people traveling in Georgia., and foreign visitors corning to Georgia. 
"However, what have we done? Some of us have had vacation travel plans for many years. Frankly, we have not done much with them. 
"Since World War n:, the foreign air lines really have been selling the 
vacation travel plans... and quite successfully, too. 
"Consequently, almost all travel financing plans have been geared to world traveL '' 
Mr. Oliver stated that the entire situation meant, simply: "You, as a group interested in travel in Georgia, must fight for your share of the travel business." 
TRAVEL FINANCING 
Travel financing was pointed out as one of the n1ajor problems. Also, the proper promotion of travel financing. 
Mr. Oliver reported that some 13,000,000 Americans save through Christrna s clubs each year- ,-and for a specific purpose. With the proper promotion, he feels that as many will join vacation travel clubs. 
He stated that while "controversial in some quarters, the Vacation Travel Club has substantial backing and could become the biggest thing to hit the travel industry in many years. 11 
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NOTE: The following is quoted from an announcement released by Mr. Robert H. Odell, Executive Vice President of Vacation Travel Club. 
WHAT IS THE VACATION TRAVEL CLUB? 
The Vacation Travel Club is the individual membership division of the World- Wide Holiday Association, Inc. It is devoted to the promotion of ''Save Now--Go Later" travel. 
OBJECTIVE OF WORLD- WIDE HOLIDAY ASSOCIATION 
1. To promote the interests of the vacationing public by facilitating travel in and between the nations of the world; 
2. To develop new opportunities for vacationers to enjoy greater recreational and educational enrichment through more extensive vacation travel, utilizing the products and services of "W. H. A. 11 contractors; 
3. To provide club members with comprehensive information about vacation travel opportunities offered by W. H. A. contractors, air, rail, sea and bus companies, hotels, and resorts, government tourist bureaus and chambers of commerce, automobile manufacturers and rental agencies, and other travel organizations. 
4. To maintain liaison with government and non-government organizations on behalf of the individual members of the''V. T. C. 11 
WHO ARE MEMBERS OF THE BOARD OF DIRECTORS? 
The Board of Directors list as officers some of the leading men in the New York financial institutions. 
WHAT DOES THE V. T. C. DO? 
V. T. C. has one objective: To help its members get the most from their domestic or foreign vacation travel. Basically, this is done by encouraging savings for planned travel. The Club's slogan is SAVE NOW- -GO LATER. 
Some of the rewards to members for practicing this sensible thrift are: 
1. Full bank interest or savings institution or credit union divi- 
dends, plus a travel bonus of 6o/o on the money members save 
and spend for the land services of their vacation trip. 
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 THE GOVERNOR'S CONFERENCE ON TOURISM 
2. Invitation to special club meetings at which they will hear travel lectures, talks, see films that will help give them inside information on how to get much more for their travel dollars. 
3. Invitations to join special club tours and club cruises for members only. 
4. Discounts on travel accessories, gift and souvenir purchases through participating shops and manufacturers all over the world. 
V. T. C. brings together people who are saving now for travel later, and participating travel agents. V. T. C. members must use the services of 
a V. T. C. participating travel agent in order to enjoy the 6o/o travel bonus. 
HOW DOES V. T. C. WORK FOR THE INDIVIDUAL MEMBER? 
1. V. T. C. members get more for their money. To qualify for the travel bonus, each V. T. C. member must have a savings account in the bank or savings institution or credit union of his choice. Thus, he earns full interest or dividends on his money. At present, there are more than 1, 000 banks which have so-called vacation savings clubs in which NO INTEREST IS PAID. 
2. Savings increase at each member's own pace. The club requires only that a minimum $50 be saved and spent for land services. Deposits may be made regularly (at weekly or monthly intervals) or irregularly or by lump sum payments. Details of the bonus and 
its computation are in V. T. C. Publication No. 76. 
3. The club offers free bonus gifts. Members receive: HOLIDAY Magazine's Pocket Guide, "What Travel Agent Can Do for You, 11 as well as their choice of another in the series: "Wardrobe," "Currency GuideJ' or "Getting a Pas sport," "Travel Buyer 1s Guides," and the quarterly club magazine, "Going Places," containing up-to-the-minute information, trip tips and suggestions. 
4. Members may travel individually or in groups, whichever they prefer. 
HOW DOES V. T. C. WORK FOR PARTICIPATING TRAVEL AGENTS? 
1. The local travel agent is the focal center of all V. T. C. activities. Club meetings, lectures and other such functions are done with the travel agents. Thus, V. T. C. members are "brought to" participating agents. Members must buy their travel through participating travel agents. They cannot buy from catalogs. 
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2. Participating travel agents get referral business from highest quality prospects--individuals who are saving now to travel later. Those who save will probably buy more travel because of interest and bonus earned, and because having the money in the bank before they go is a stimulus to buy more. The travel agent, thus, will earn more commissions. 
3. Members who have the foresight to save will have the foresight to plan further in advance and reserve further in advance of departure. This affords the agent more time to service his clients in a more efficient and economical manner. 
4. Participating travel agents earn full commission on the travel V. T. C. members buy. 
NOTE: The 6% travel bonus does not apply and may not be earned on the purchase of transportation, or a combination of transportation, transfers and accommodations. 
TRAVEL COMPANIES (L E. , WHOLESALERS) ARE SUPPORTING THIS PLAN BECAUSE... 
L They have no speculative advertising costs involved, and as a result, this business costs them less to secure; 
2. They believe, as do travel agents, that members with the foresight to save will plan and reserve their trips further in advance. This will help to overcome the highly seasonal operational problems which travel companies presently face. 
3. They anticipate a great upsurge in business volume from V. T. C. members. 
4. Most vacationeers spend more for their trip than they save in advance. (For example, using vacation,-time salary received just prior to departure), which lessens the overall 6% cost. 
HOW DO BANKS & SAVINGS INSTITUTIONS BENEFIT FROM V. T. C. ? 
L Banks get new savings accounts without 1nvesting in expensive systems or gadgets. V. T. C. members must save at banks or savings institutions in order to earn both the interest and the travel bonus. 
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2. V. T. C. members use existing savings account facilities, thus no special operational costs are involved. 
3. Federal Reserve regulations enable banks to lend a higher ratio of the deposits they have on a "time" saver's deposits. 
NOTE: Reserve requirements on time deposits are only 5% as compared with 16-1/2% on demand deposits--BUSINESS WEEK, 20 May 1961. 
4. By using regular savings account facilities, vacation travelers may open accounts at any time during the year, and still can withdraw funds at any time without a penalty and without restrictions on their us e. 
TRANSPORTATION COMPANIES, HOTELS, TOURIST COMMISSIONS, AND ALLIED INDUSTRIES... 
1. Like this plan because it builds business for them, and directs V. T. C. members 1 business to them; 
2. All believe that the more people save for travel, the more people will spend on travel. This benefits them and the travel industry in general. 
Mr. Odell has outlined the club's major growth developments as follows: 
1. Ninety banking and savings and loan institutions have backed the Vacation Travel Club's early efforts and have paid for promotional literature for memberships. 
2. Daily membership applications have doubled during the past 14 days. More than 4, 000 members in 36 states, the District of Columbia and Puerto Rico, had already officially joined the V. T. C. in the first two months after it was announced nationally onJunell, 1961. 
3. Such leading carriers as BOAC, KLM, LUFTHANSA, PAN AMERICAN, and SABENA have given their advertising support to the V. T. C. Recently NORTHEAST AIRLINES became the first domestic carrier to be included in the club 1s promotion of SAVE NOW--GO LATER travel. 
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4. A growing number of inquiries from industrial, educational and professional organizations are coming in each day. 
Mr. Odell reported that the latest financial institution to join the ranks of the V. T. C is the Gibraltar Savings and Loan Association of Beverly Hills, California, which has been designated as the official savings and loan depository in Southern California. 
The West Coast organization, with assets totaling over 150 million dollars, will support the SAVE'N GO concept with its own extensive advertising and promotion. 
Mr. Odell expressed confidence that the V. T. C will have an enrollment of 250,000 by July 1, 1962. In the past two weeks, he said the daily membership rate has more than doubled. Since 60 of the 90 banks supporting the V. T. Co have joined the organization in the past 30 days, and have had little time to promote the plan, he expects the membership to rise even more sharply in the next few months. 
Mr. Odell contends that more and more Americans are becoming thrift conscious, and are realizing that they can save for travel and receive both bank interest and a V. T. Co bonus on their savings for traveL 
This concludes the statement by Mr. OdelL 
Mr. Oliver pointed out, that, in his op1mon, it will be necessary that the V. T. Co have more wholesalers of travel in order to offer a wide enough range of tours, if they are to attract the members of the club and to progress along the lines mentioned above. 
"GO NOW--PAY LATER" TRAVEL PLANS 
"GO NOW--PAY LATER!' which has received its biggest boost from the foreign air lines for overseas travel, offers a distinct opportunity to promote "SEE GEORGIA AND AMERICA, TOO." 
"GO NOW--PAY LATER" allows the customer to: 
L Keep his savings intact. He can conserve cash for other needs. 
Take vacations that otherwise would be difficult or impossible. 
Take longer trips. 
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"GO NOW--PAY LATER" appeals to higher income groups, too. Two examples were cited by Mr. Oliver: One man earning $35,000 per year and the other $60,000 per year, and both with savings accounts far exceeding the $2,000 borrowed for their trips. 
The two businessmen called it "forced savings" at a low cost. They explained that the interest on the loan was tax deductible, which, with the 3o/o they received on their savings accounts--meant they paid less than 2o/o for forced savings. And, of course, they kept their savings intact. 
The C & S Bank loans differ somewhat from those of an international finance company used widely by many travel agencies. C & Sloans are more liberal. The full amount of the fare is financed, as well as spending money for the trip. The sky is the limit as long as the individual's credit is good. 
The finance company does not allow the customer to borrow the full amount. 
At C & S, no down payment is required and up to five years to pay is allowed, whereas the finance company requires lOo/o down and allow:s a maximum of 20 months to pay. Of course, banks have not gotten into this field more because they prefer not to make this type loan across state lines. But this should not stop loans in Georgia. 
WHY NOT TRAVEL? 
Mr. Oliver described several unusual aids to travel financing offered by the C & S Bank. 
1. C & S Money Tree Savings Accounts-- The money tree accounts offered 10 distinctive passbook covers for such things as: A RAINY DAY, A NEW CAR, HOME, WEDDING, EDUCATION, and others--including one for VACATION. The accounts pay 3o/o interest and include such features as variable interest payment dates. 
2. C & S Charge Account Service-- Begun in March, 1959, it has offered a good opportunity to promote travel. 
One interesting feature of the charge account service is an intriguing item called INSTANT MONEY. Any of the more than 160,000 Charge Card holders can present their charge cards at the Bank's teller windows and receive INSTANT MONEY loans in less than one minute. 
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The amount of the loan, which is limited only by the customer 1s maximum credit, then appears on his charge account statement at the end of the month, just as do his purchases from the 2, 400 participating merchants and professional people. 
INSTANT MONEY loans have been used by customers to finance travel-usually trips costing less than $500. 
INSTANT SAVINGS allows customers to "buy" a savings account with their C & S charge card. 
The customer authorizes C & S to make a deposit of $10 per month or more (in $5 multiples) to his savings account. The amount is charged to his charge account, along with regular purchases, and appears on his monthly statement. 
A separate INSTANT SAVINGS statement is included each month, showing the new savings balance. The two statements enable the customer to review both purchasing and savings at a glance. 
INSTANT SAVINGS may be used to build either a new or an existing C & S savings account. Withdrawals or deposits may be made just as 
with regular savings accounts. The accounts pay 3o/o interest and the 
customer names his own interest payment dates. 
Again, plans are to promote INSTANT SAVINGS for financing travel. 
GENERAL 
Major sports events--local, national and international--offer an excellent tie-in to promote travel savings plans. 
For instance, officials of the Sumitomo Bank of California realized that thousands of American sports fans will yearn to go to Tokyo for the olympic games in 1964. 
The Sumitomo Bank decided to make it possible for the fans to attend, if they start planning now. The bank announced an olympic savings club, operated like the popular Christmas Club. 
Under this plan, systematic deposits are made every other week, and accumulate with interest until 1964--when they pay for the olympic trip. Enrollment in the olympic savings club can be handled by any travel agent in California, or directly with the bank. 
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The C & S Bank is actively interested in promoting 11SEE GEORGIA AND AMERICA, 11 and much good effort has been put forth. In fact, the U. S. Government is opening five offices abroad to promote travel to the United States. 
CONCLUDING REMARKS 
11 The greatest period of growth the travel industry has ever known is before us. 
''To share this tremendous growth, the travel interests of Georgia must fight for a growing share of the travel business. You must cooperate, promote and sell. And, we must stay alert continually for new ways to finance vacation traveL" 
WHAT NORTH CAROLINA IS DOING TO PROMOTE TRAVEL 
Mr. Charlie Parker Director, Advertising Division 
State of North Carolina 
TOURIST PROMOTION 
Mr. Parker pointed out the fact that, up until the last two years, Virginia and North Carolina were known as the best travel promoters in the South. Within the last two years, he added, Georgia has emerged with the freshest program. 
He stated that the recent travel survey was the most comprehensive report of its type. Also, he pointed out the advantages of this Conference on Tourism, and emphasized the active part played by Governor Vandiver and Director Jack Minter. 
Like others, Mr. Parker felt that speed traps are a common problem- -a legislative problem on state leveL While North Carolina does not have speed traps, Mr. Parker stated that there will be a major crackdown on traffic in North Carolina during the next year in an effort to make the highways safer. This will not be done in the local revenue-producing method (speed traps) and if may affect the travel industry; nevertheless, strict enforcement on the North Carolina highways is forthcoming. 
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ADVERTISING The advertising program in North Carolina was initiated 25 years ago. It was the first state-sponsored advertising program. This program has been quite successful. Mr. Parker pointed out the importance of selecting an advertising agency capable of doing a good travel promotion job. 
PROPOSED ATLANTA STADIUM Mr. Bill McCane President 
Greater Atlanta Athletic Association, Inc. 
INTRODUCTION "For thirty years," Mr. McCane stated, "the people of Atlanta have dreamed, prayed, and talked about a stadium. "In December, 1960, the Greater Atlanta Athletic Association, Inc. , notified the world that they were going to build the world's largest stadium. DESCRIPTION 
Location-- The stadium is to be located 12 miles from Five Points on Highway I-20, Miller Road, Southeast. Capacity-- Seating: 106, 700; Parking: 35,000. Acreage-- 290. Cost-- $5,060,000 (total cost) 
$2, 000, 000 (collected since February, 1961) The project is financed by stock sales and debenture bonds. Full support of county and state has been obtained. 
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ACCESSIBILITY 9, 000 cars can be moved per hour. Ultimately, 18,500 cars will be moved. 
ACTIVITIES Mr. McCane stated that professional football could definitely be brought to Atlanta on franchise. Also, that an attempt would be made to bring major league baseball. The stadium is designed for both, as well as circuses, rodeos, horse and dog shows, racing, etc. 
CONCLUDING REMARKS Mr. McCane stated that the stadium represents ten years of planning, and that construction will begin as soon as an additional $1 million dollars is collected. 
TRAVEL DEVELOPMENT COMMITTEE of the 
American Petroleum Institute 
Mr. James G. Bennett, Director 
ORGANIZATION 
Two years ago, the petroleum industry decided to become active in the travel business. It was decided that more could be accomplished by working with state and federal governments. After talking with industries who had a great interest in travel, it was noted that there was an apparent need for leadership--someone to act as a catalyst. 
A committee, known as the Travel Development Committee, of which Mr. Bennett is Director, was appointed. 
The objective of the committee is to begin promotions to increase travel. 
PILOT OPERATION: FLORIDA 
Purpose--A pilot operation was decided upon to give a pattern of design for working with the states. Florida was chosen because of its natural attractions and because it was getting the greatest amount of tourists. 
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 THE GOVERNOR'S CONFERENCE ON TOURISM 
On March 20, 1961, a plan was presented to the Florida State Development Commission. 
Advertising --One petroleum company was building a great many stations in Florida. They were asked if they wanted to do something special to help the state. 
They sponsored a trip to Miami for two weeks for a Midwestern couple. Total amount spent for automobile expenses: $86. 92. 
It was mentioned that 85 per cent of traveling Americans travel by car. Appropriate advertising in several publications encouraged people to travel to the South. 
Total expenditure: $250, 000 to $300, 000--40 per cent of amount spent the previous year for advertising by the Florida Development Commission. 
The upsurge of tourism for summer was attributed to the advertising which appeared in the national publications through the Pure Oil Company. 
When inquiries were received, vacation guides were coupled with strip maps and distributed--a total of 45,000. 
Phillips, Gulf, Sinclair, and others are now doing a great deal of product advertising to include a mea sure of travel. 
Historical attractions are often used in advertising. 
SECOND PROJECT: NEBRASKA 
After working with the State of Florida, it was decided to choose a state without too many attractions- -NEBRASKA. 
POTENTIAL 
Indian Tribes--It was suggested that the Indian tribes were a great 11 natural 11 attraction. The building of an Indian village to attract tourists was suggested. This, it was felt, would also bring the Indians back to a better economic, social, and political position. 
Estimated Cost of Project-- $6 million dollars. 
Land Acquisition-- Permission for the project was secured from the Commissioner of Indian Affairs. The Indians agreed to give a 10 square mile tract to put on this promotion. (Their reservation consists of 125 square miles. ) 
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A d.rninistration of Funds-- Trustees were appointed within the state by Governor Morrison for the purpose of administering the funds, approving building plans; also, each trustee has been asked to educate one Indian boy. When the child is ready, he will assume the job of trustee, so that the entire board will soon be Indians. 
Layout of Village-- The village is to resemble Colonial Williamsburg. It will include: trading post, museum, etc. Two-thirds of the Indians will be employed to make handicrafts; remainder will act as guides, attendants, etc. 
Fund-raising Campaign-- As previously pointed out, this project will cost approximately $6 million dollars. The money situation will be handled in the following fashion: A committee of twelve people will be appointed in Hollywood (Western stars, etc.). They will make a series of 25- second commercials, outlining what we are trying to do in Nebraska and asking people to send pennies, nickels, and dimes to this project. With the current interest in the "cowboy and Indian" field, it is anticipated that the money can be raised. 
GROUPING OF STATES 
Mr. Bennett pointed out the necessity of grouping states to get a solid promotional job done since it is impossible to work with each state on an individual basis. The advantage is in time saved. 
He pointed out that most tourists are primed to go to a single destination. There is a definite need for encouraging visitation to a group of attractions. 
The following projects presently under way could easily be applied to the State of Georgia: 
Currently, 750, 000 pieces of literature are being distributed on the "Heritage Trail, 11 which goes through six New England states. 
The Ethyl Corporation (winner of the NATO Award) is running a series of editorials. The editors of the major papers are also giving it publicity. 
Another, the "Old West Trail, 11 includes a great series of attractions. 
It was suggested that the Appalachian Trail through North Carolina, South Carolina, Georgia, Tennessee, and Kentucky be considered. Obtain support of travel writers, who would be willing to do a big story on a big project. 
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ADVERTISING 
Ads with emotional appeal are extremely successful. For example, Little White House visitors jumped from ll, 000 to 13,000 as a result of this type of advertising. Mr. Bennett stated that this test program had convinced them that this was a good way to spend their money, and that they plan to do this nationally. (Examples were shown to the group.) 
PLANS FOR FOREIGN ADVERTISEMENT 
Plans are being formulated to advertise in six cities abroad. This is to be a very intensive program. The support of the states will be needed- -not money--but literature for distribution. This will be a service to the states. Every effort will be made to promote this state and all other states to visitors in all parts of the world, suggesting they come here. 
DuPont is to spend $200, 000 to make a travel film on the United States. It is hoped that state films can soon be shown all over the world. This, it was pointed out, is a contribution to international and state program. 
CONCLUDING REMARKS 
Mr. Bennett stated that the services offered by this committee are on the basis of an immediate plan of action; also, to help implement whatever program they have going presently. It is a free service. 
He concluded: "The Travel Development Committee of API is ready and willing to assist the State of Georgia in creation and development of promotion to increase tourism." 
WHAT JET TRAVEL CAN DO FOR TOURISM IN GEORGIA 
Mr. F. J. Schwaemmle Director, Public Relations 
Delta Air Lines 
EFFECT OF JET-AGE ON TRAVEL 
The advent of the jet age immediately changed the limitations of time and distance to "horizons unlimited. " The question, "Where in the world do you want to go?" is no longer a figure of speech. 
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A city dweller in New York can be in Europe in less time than it requires him to drive to Southampton, Long Island. A Chicagoan now finds he can take a winter vacation on the French Riviera in about the same time and for approximately the same amount of money needed to go to Jamaica. A San Franciscan can now jet to Hawaii, Alaska or Mexico City in approximately the same jet time. An Atlantan can now fly to Los Angeles in less time than it takes to drive to Augusta. 
In less than ten hours (an average day's driving time) Atlantans could be in Hawaii, Paris, Mexico City or Panama City, Panama. 
The radius of jet travel is not necessarily from the center outward but also provides the means to go from the perimeter areas inward. 
If it's so easy for Atlantans and Georgians to jet from here to there, it's equally as easy for New Yorkers, Chicagoans and San Franciscans to jet here. 
With new and broader horizons being so readily available to air travelers, it's quite easy to see that the increase in distance per hour also brings a considerable increase in competition for the travelers' dollars. 
An airline doesn't fly around a flag pole. It joins cities with cities, countries with countries. In each there are tourist attractions that are not only competing with one another externally, but also internally. As an example of competition within a city, Delta has 63 hotels plus 29 motels listed for Miami Beach tours. 
Tourist attractions are usually in two basic categories--natural vs manmade, or a combination of each. 
Natural Attractions-- Yosemite Park, where one finds the natural scenery of mountains and waterfalls absolutely breathtaking. 
Man-made Attractions--Las Vegas, with its famous Strip. The entertainment capital of the world--a city which in the last 20 years has had a population growth of over 700 per cent. A city, one of five in the nation, where the number of air passengers boarded per 1, 000 population totals 2, 609, the highest in the U.S. A. 
Disneyland, that fabulous playground, has achieved an international reputation as the finest man-made attraction in the world. Although located some 25 miles southeast of Los Angeles, it draws millions of visitors yearly. 
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 THE GOVERNOR'S CONFERENCE ON TOURISM --- 
TOURIST PROMOTION 
After the recent meeting of the American Society of Travel Agents (ASTA) in Canne,s, France, the governor of Florida, with a team of four, traveled over Europe for the specific purpose of developing interest in Florida. This was part of the "See the U.S. A. 11 program. 
We see additional evidence of digging for gold in "them thar hills" of tourist dollars. Not too long ago, representatives from one of the Las Vegas fabulous hotels made a tour through Dixie now that Delta has Flight 7ll serving Las Vegas. 
The recent Civil Aeronautics Board award to Delta Air Lines, permitting Delta to serve the California West Coast cities of San Diego, Los Angeles, San Francisco, and Las Vegas, provided us an opportunity to operate pre-inaugural flights into Los Angeles, Las Vegas and San Francisco. The results of these trips have proved to be of immeasurable value not only to Delta but to Dixie. 
Newsmen on board put into print their thoughts. The following are excerpts of what they had to say: 
Berkeley Daily Gazette-- What in the World.... by J. R. "Kacy" Ward-- 
"We set down at the new Atlanta Air Terminal, which is as modern and functional as any in the country... Inside the city limits is a section of fine homes- -estates really- -the equal of which we have never seen, even in the Miami, Florida, area ... Many Northerners have been drawn to Atlanta by business affiliations, but many have come because of the climate, the attractiveness of the Southern way of living and the hospitality... " 
Burbank Independent-Glendale Independent- -Rosy Red Carpet Rolled Out. .. by Katherine V. Sinks-- 
"We were guests at the Dinkler Plaza Hotel, while spending two days seeing gay, modern, colorful and energetic Atlanta, a city of the new South. A lusty offspring of railroads, the capital of Georgia, the nation's 23rd largest city, Atlanta also is one of the nation's key cultural, commercial and industrial cities. 11 
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 THE GOVERNOR;S CONFERENCE ON TOURISM 
Pasadena, Calif:::;rnia Star ~News- -Dixie Memories Linger, , , by Margaret Stovall-- 
11 The tours of Atlanta to:1k in a residential section whtch made you wonder why Pasadena had ever bragged about its mlllionaire~s row in Orange Greve , , Impressive to a Californian were the many wooded glens with1n the city and the greenness of the undergrowth, , , Stone Mountain with its v..nfinLshed memorial to the soldiers of the Confederacy and the Cyclorama were musts for the tourists, of course.'' 
Long Beach Independent" -'!\JOIN Yc'.l Can Fly Direct to Dixie,,, by Fred Taylor Kraft-- 
"I and six other Long Beach ntlzens can as sure you that the New South is an t..tnsurpas:;ed vacationland~ beautiful, vibrant, thriving, courteous and hospitable.,, Scme cf the Old South remains, of course, but its dec<'ldence has long since gone with the wind, But courtesy and hosp1tality <::onhnue to be its grace:; ... , 
San Diego Evening Tribe.tne- ~Skies Busy Over Atlanta, , , by Guy T, Ryan-- 
11And 'Nhether yot>..'re just changing planes, visiting or arriving in Atlanta to live, ycu ll find many places to v1s1t, many things to see and do~ -mcst of them steeped in the pages of the War Between the States,,, And all about you, you'll find a genuine welcome and warm hospitality, " 
Los Angeles Herald & Express-~Around the Tc1wn.. , by George McElroy~- 
",,,and while E imagine that all that were aboard are still just as enthu::dastic. as ever over Southerr:: California~ -1 m1..:;.st admit that we were treated tc an eyeful and an earL:tl of c\vi.c spirit-progressiveness--accomplishment and Southern ho .~p!ta:iity that will be lcng remembered, 11 
Hollywood Citizen News~-New Delta Route to Fly Sou.th's Charms Closer .. , by Harlan Palmer, Jr, -- 
"We came home with a definite impression tha~ those in Dixie know how to take life a bit easier than those of us in California. They are not loafers"" -they JUSt get the work done without the hustle and bustle we have here... Probably the best thing that can happen to Califcrn:;.a is to have the dose contact with the fine people from Dixie that i~ now promised by Delta's jet run between here and Atlanta and New Orleans. 11 
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 THE GOVERNOR'S CONFERENCE ON TOURISM --- 
Atlanta Chamber of Commerce--Mr. Bill Parr-- 
"And once again the Chamber appreciates the fact that this occasion was a big boost for Atlanta public relations with the West Coast. " 
Over half of these West Coast dignitaries had never been in Atlanta before. Quite frankly, they were astounded with what they saw. The area and the city's charm captivated them. 
The thoughts or ideas that they previously had about this section were in error. Using these West Coast personalities as a guide, it is evident that Georgia has a long hard road ahead to promote and capitalize on a nationwide basis her beauty, grace, charm and hospitality. 
TOURIST POTENTIAL 
Georgia has many excellent attractions that appeal to tourists. For example: Lakes, rivers, sea coast, hunting, fishing, mountains, streams, Stone Mountain Memorial, Cyclorama, Callaway Gardens, Little White House, plus many historical points of interest. 
DELTA VACATION PROGRAM 
The first Miami Beach package vacation was pioneered in the summer of 1947. That year, 46 were sold; 83 were sold the following year. Not a very impressive or profitable start, but a beginning into a new area of business potential that had not been undertaken before. 
It takes a minimum of from two to four years to even begin to show any tangible results. This is not the place for any "get rich quick" schemes, but one that required a considerable amount of planning, promotion, and perseverance. 
Since 1947, tens of thousands of Delta Dream Vacations have been developed and sold. As a result of the success in merchandising the Delta Dream Vacation program, other airlines and hotel operators have entered the picture. From a summer slump that kept over 90o/o of the Miami Beach hotels closed for the greater portion of the year, we now know that very few hotels ever close and that now there are more people in South Florida in the summertime than during the peak of the winter season. 
The Delta Dream Vacation manual has air tours to areas ranging from Aruba to Yosemite, a total of 22 different locations, and there is room for GEORGIA. 
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 THE GOVERNOR'S CONFERENCE ON TOURISM 
OTHER PROMOTIONAL MEDIA 
There are also other sales organizations ready to promote and sell. For example, here is a booklet produced by the E. F. MacDonald Company, "Prize Holidays." This organization specializes in selling large corporations on the values of Prirze Holidays. Delta's similar program is named V.I. P. --Vacation Incentive Plan. 
In reviewing MacDonald's book, two full pages are devoted to the sunny Southland. Georgia 1s entry: St. Simons Island. 
Starting this winter, Delta, National, Northeast, Northwest, TWA, and United Air Lines have developed, for the very first time, a cooperative effort to promote Florida and the Caribbean. This manual will be distributed to each of the airlines' reservations and ticket office personnel, and travel agents. 
HOW CAN GEORGIA GET INTO THIS PROGRAM? 
A tour operator putting together an advertised air tour or package giving specific details such as ground transportation, hotels, sightseeing, meals, and other facilities for a specific price that is commissionable can then approach Delta. Armed with this information and brochures, same would be placed in the vacation manual. 
This tour will be distributed to Delta sales and reservations offices now located in over 70 cities plus the sales offices of other airlines. 
We are then in a position to not only TELL but SELL. 
CONCLUDING REMARKS 
"In closing I want to assure you that Delta, Atlanta's home airline, is ready, willing, and able to assist Georgians to develop an air tour package that will be mutually profitable. 
"We provided Georgians with their first jet service, now have the greatest frequency of jet schedules, and fly jets to more cities. 
"Delta's leadership in packaged vacations and jets are at your service. " 
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 THE GOVERNOR'S CONFERENCE ON TOURISM 
TOURIST PLAN OF ACTION FOR GEORGIA 
Mr. Jack Minter, Moderator Director, Georgia Department of Commerce 
Mr. Howard H. Callaway Executive Director Callaway Gardens 
ECONOMICS OF TOURISM 
Mr. Callaway stated that people are more interested in industry as a source of income than in tourism. 
He explained how the people of Pine Mountain had been "educated" within the past ten years. Pine Mountain began as a rural, agricultural, farming community. "Without the Gardens, what would the city look like today? It is typical with so many communities. 11 
Since establishment of the Gardens ten years ago, there have been added three or four new motels, filling stations, restaurants, doctor, railroad people, post office, etc. The Gardens has affected the entire community. Mr. Callaway went on to say that "People in Pine Mountain have learned what the tourist business means. 11 
It is necessary that the people of Georgia be educated to the fact that tourist business is as important as industry. When industry comes into a community it creates problems. Tourists create no problems. It is the most wonderful business of all. 
TOURIST PROMOTION 
Hospitality--Mr. Callaway stressed that the major things needed to be done are the little things--the things that cost no money, such as: courtesy, correct iriormation, signs pointing to various attractions, and cleanliness of towns. 
Activities--The fact was noted that the major resorts are changing-they are looking at a variety of activities in order to retain visitors during the winter months. Winter activities at the Gardens include: golf, hunting, fishing, airport. A big variety is needed for success. 
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 THE GOVERNOR'S CONFERENCE ON TOURISM 
"Competition is good," Mr. Callaway stated. He added that he would like to see Georgia known for its many resorts. 
CONCLUDING REMARKS 
Mr. Callaway cited the need to generate our own people. 
He stated that 95 per cent of the people who visit the Gardens, plan to come; only 5 per cent are enticed from the road. 
Concluding, Mr. Callaway stated: "Georgia is the finest tourist state that I know to sell--let's go sell it!" 
Mr. Elmer George Executive Director Georgia Municipal Association 
ECONOMICAL ASPECT OF TOURISM 
Municipalities of Georgia have a serious interest in economic development. Tourism is one facet of industrialism. We get more back from the tourist than almost any other element of industry. This is reflected in individual businesses. Tourism is a good source of revenue. It helps provide better service and helps attract more tourists. 
DETRIMENTS TO TOURISM 
"One of the greatest detriments for tourism in Georgia is the kind of image we have before the rest of the country," stated Mr. George. "There is much work to be done on local levels. " He pointed out the importance of friendliness--that tourist should not be approached with the idea of "fleecing" him--he should be given something in return. 
Highways-- The fact that not enough attention is being placed on primary and secondary routes was pointed out. Also, fragmentary maintenance and construction. It was suggested that influence be exercised to see that the highways are better planned; planned intelligently. No area of need in the State should be neglected; but money should be spent on those routes that tourists travel. 
Law Enforcement-- This problem can best be handled on a local level, through publicity and conscientious determination. Each year for the last seven to eight years, an average of eight to ten counties have 
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 V"" 
THE GOVERNOR'S CONFERENCE ON TOURISM 
voluntarily done away with the "fee system. " 
TRAINING 
Central academy needed for State officers, county and municipal peace officers. Should have representatives from various associations. The University of Georgia Law School should have a representative to serve on the committee. By working together, the situation can be controlled without its being mandatory. Strong political influences should be brought to bear on this. 
TOURIST PROMOTION Mr. George lauded the present development of Stone Mountain; also, Jekyll Island development and individual initiative of Callaway Gardens. He stressed the necessity of developing all of Georgia 1s natural attractions. 
He added that a serious look should be taken at the development of New Echota (the Cherokee Capital) near Calhoun. 
The Appalachian Trail concept was also mentioned. 
A coordinated program is needed in tourism and industrial development. A complete study of the resources iri. Georgia should be made. 
Efforts should be concentrated on those things which will be most profitable to the State. 
More money should be put into research and development. 
CONCLUDING REMARKS 
Mr. George concluded: "It behooves all of us to examine ourselves to see if we are doing our share. If we work together and exchange ideas and pool resources, much good can come from these things for the State. 
"Avoid haphazard approach to problems. If we do make mistakes, don't give up. Georgia has much to offer. Work together, have confidence in one another, and do a good job. 11 
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 THE GOVERNOR'S CONFERENCE ON TOURISM --- 
Mr. Ed England Executive Secretary Georgia Restaurant Association 
POTENTIAL 
Mr. England pointed out the variety of tourist attractions Georgia has to offer- -from the mountains to the sea shore. He stressed the need for better signs leading to attractions within the state. For example, he cited the difficulty of getting to Brasstown Bald. And, once there, the condition of the tower at the top--an eye-sore and safety hazard. 
ECONOMICS OF TOURISM 
"It is necessary to do a selling job to make (Restaurant Association) members aware of tourist business in the State--aware of dollars and cents that will come into their pockets and the effort they will have to make to get it. " 
Since the Restaurant Association retains 34 of each tourist dollar, Mr. England stressed the need for the bestfood and service in order to pass a good image of Georgia to the tourist. 
A guide presently being prepared: ''Good Eating in Georgia. 11 Mr. England stated that not all Georgia restaurants provide "good eating, 11 and felt that greater representation in the Restaurant Association was needed. 
TRAINING 
The importance of training was mentioned. There is a great reluctance to accept the training facilities that are offered. There is a need to instill a desire to improve not only the business and area, but individuals. They should take advantage of training centers in the State, such as the Center for Continuing Education, at the University of Georgia. 
Another field of instruction and training is available--distributive education. Department of Education is presently furnishing three full-time white instructors and two Negro instructors for a course for restaurant personnel. Attempting to bring to personnel a better relation of their job. 
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 THE GOVERNOR'S CONFERENCE ON TOURISM TOURIST PROMOTION In order to be better ambassadors of Georgia, personnel should: 
l. Have a knowledge of the attractions in their area; 2. Make traveling public feel that they are important to us in 
this state; 3. Be able to courteously and intelligently direct persons to 
specific areas and locations; 4. Direct tourists to attractions they do not know about. (They 
will stay longer.) The persons tourists meet are the images they will carry away with them. SUGGESTIONS Mr. England stated that while many ideas have been presented, no plan of action where efforts can be unified toward the common goal has been formulated. He suggested the following: 
l. The formation of a committee of the associations represented at this conference to meet regularly to work on a master plan in which all can participate; that it be a permanent organization, meeting regularly to carry plans along. 
2. That this Conference on Tourism be held each year to evaluate what has been done and set up plans for the future. 
CONCLUDING REMARKS "Working together we can develop. 11 Mr. England concluded. "Time now is for ACTION. 11 
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 THE GOVERNOR'S CONFERENCE ON TOURISM --- 
Mr. Jack Williams Executive Secretary Georgia Association of Broadcasters 
 
INTRODUCTION 
 
Mr. Williams stated that the aim of his presentation is: To show what 
 
our media can and will do to build tourism, and to show what you can 
 
do with our media to build tourist trade in Georgia. 
 
-- 
 
WHAT CAN YOU DO WITH RADIO-TV? 
 
TRY IT! 
 
The State of Georgia has spent thousands of dollars on advertising, promotion and public relations to build tourism, but has never used radio or television or spent one cent on radio and television. 
 
Local resorts and tourist-oriented businesses in Georgia have used radio and television very little. 
 
Mr. Williams stated that he was not talking about SPENDING MONEY when he said USE radio-tv in Georgia and elsewhere. Rather, that the media be used as a public service and public relations tool--as the most powerful weapon available to help boost tourist trade in the State. Use it as paid advertising, too, if desired. Important thing is this: radio and television have not been used in this tourist effort. He urged that it be tried! 
 
RADIO-TV REACHES TOURISTS 
 
Georgia 1s tourist survey indicated that half of the actual travel expenses were made by people in automobiles. A Florida survey showed: 
 
1. 48 per cent of all tourists come to South Florida by car; 90 per cent of those cars, and the cars traveling in Georgia, have radios. 
 
2. Nine of ten tourists have access to tv and 66 per cent of all tourists WATCH t'elevision. 
 
Mr. Williams agreed with an earlier statement by Mr. Don West, of REDBOOK Magazine, that "tourism is changing. Tourists are on the move; and they want activities ... things to do." 
 
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 THE GOVERNOR'S CONFERENCE ON TOURISM --- 
Radio catches people on the move and can tell them hour by hour what is going on in Georgia, where to find things to do, where to stay, where to eat, what road to take, even what to wear. When it comes to reporting road conditions, or the weather--RADIO HAS NO PEER. 
CASE HISTORIES OF RADIO-TV USE 
As Columbus, Georgia, Chamber of Commerce Director Tom Moore told the group, 3, 000 persons come every weekend to see the gunboat in the river. It is certain that the impact of television stories in Atlanta help bring those tourists to Columbus. 
Rock City was advertised on the Grand Ole Opry. As a result, business has increased. 
An Austin, Texas builder succeeded in his first venture with a motel promoted solely on one television station. His second motel is a multimillion dollar enterprise. 
Railroad promoted standing -room only weekend trips to the mountains by sponsoring a Denver television newscast. 
New Hampshire used television to promote a stream of Boston tourists to flower festivals. 
Province of Quebec, Canada used New York television to boost travel in Canada. 
New Haven travel bureau used radio to promote luxury cruises. In seven days, all reservations were filled, with a waiting list of 200. Two thousand dollars worth of advertising brought $60,000 in business. 
Ontario, Canada, using radio in 48 U. S. cities, found radio furnished the MOST travel leads at the LOWEST cost. 
Pennsylvania mountain resort put $10,000 one year into television, and its billings from local customers increased from $8, 000 to $55, 000. 
Conclusions--Use of radio and television in areas far removed will build tourist trade. Radio and television are successful in getting tourist business for local areas. Resorts and other tourist businesses can find a gold-mine in their own back yard by using radio-television. 
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 THE GOVERNOR'S CONFERENCE ON TOURISM --- 
RADIO-TELEVISION 1S PLAN OF ACTION 
1. GAB me!.llbers-~130 strong-"-wil1 broadcast a weekly 15-minute program "This Week in Georgia 1! as a public service, The Department of Commerce is urged to begin production of this program immediately, A GAB committee is set up and ready to assist, and announcers from GAB stations will donate services if needed, 
2, GAB stations will broadcast promotion spots prepared by the State as a public service, If stations get paid advertising from resorts, motels, hotels and other tourist-connected businesses, the free promotion would increase even more" 
3, GAB stations will cooperate with highway associations, Stations in Thomasville, Albany, Amencus and Griffin already are at work building a ~Radio Route"'- -a cooperative promotion campaign, The same thing will be done for Routes 27, 301, and 4L 
4, GAB members will assist State personnel at the new Welcome Station in making recorded interviews with tourists for mailing back home to their own radio,-tv stations, Facilities and talents of Georgia radio and television stations are available to make live and recorded programs for your local area--or business-and send them back to the tourist's home town, 
5, The new GAB central Office monthly mails hundreds of newsletters and promotion pieces- -outRide of Georgia- -promoting the State, We wiJI mail things kr you, 
6, GAB offers to hold regional clinics on how to use radio-tv, We will be happy to participate on your c:onvention programs to help you, 
7, GAB will work with State officials and local tourist concerns, in creating a promotion contest to build tourist interesL Radio-tv stations will run a catchy promotional campaign urg1ng tourists to pick up postcards everywhere along their way and describe why they like Georgia, Winners will receive free vacations and other prizes- -and their travel stories will be sent home to their radio -tv stations, 
8, GAB Radio-tv ON THE ROAD PROMOTION MAP, It's theme: TUNE IN WHJ:LE YOU TRAVEL These maps are being distributed to 1, 000 organizations throughout the United States to promote travel in Georgia, These maps~ ~which can be printed with your own promotion messages -~are available to all who are interested, 
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 THE GOVERNOR'S CONFERENCE ON TOURISM RECOMMENDATIONS 1. Everyone at this conference put GAB on your mailing list and send 
us one of everything. We'll have some ideas which may help you. 2. Everyone in the toulist business go call on your local radio-tv 
broadcaster. Talk with him; get his ideas. He 1ll help you. 3. Resort owners, motel and hotel operators, and all others in the 
tourist business work out increased and extensive due bill arrangements with radio-tv stations outside of Georgia- -primarily in k-ey northern markets. 4. The State Department of Commerce create a special radio-tv section in its tourist division to make maximum use of these media. 5. An all-out, agressive twelve-month-a-year tourist-building campaign. CONCLUDING REMARKS 11 Let 1s not be satisfied with summer tourism, let 1 s advertise, promote, work, think, and sell--in Georgia and out--in winter and summer--to get tourists where they belong... in Georgia. "GAB's motto is: BUILDING BETTER BROADCASTING IN A GROWING GEORGIA. We 1re ready to help tourism in Georgia ... Go ... Go... Go. 11 
This concludes the panel discussion on: TOURIST PLAN OF ACTION FOR GEORGIA. 
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 THE GOVERNOR'S CONFERENCE ON TOURISM --- 
SUMMARY 
In response to Governor Vandiver's request for "specific and strong recommendations for action" for the promotion of tourism in Georgia, the conferees offered the following proposals: 
1. Improve the highways, encouraging more travel in and through Georgia. 
2. Develop natural attractions and establish man-made attractions. 
3. Erect directional signs to attractions. 
4. Improve national image of Georgia by abolishing the "fee system"; improving traffic patterns; providing good accommodations; charging fair prices; encouraging high standards in citizenry. 
5. Unite with other states (or areas) in offering a series of attractions. 
6. Land-use control along the highways, eliminating "eyesores. " 
7. Coordinate the program of tourist and industrial development. Create interest in tourism as a source of income for the State, and an encouragement for industrial development. 
8. Educate citizenry to the fact that courtesy, helpful advice, correct information, etc., are prime promoters of tourism. 
9. Accept and coordinate all services offered, utilizing particularly promotional and educational media. 
10. Prepare a master plan of development, setting up a committee to make a complete study and to direct the development. 
ACT NOW! 
This concludes the GOVERNOR'S CONFERENCE ON TOURISM. 
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