Show i Spotlighting n i UTAH A O OI I LOCAL LEADERS LE SHOULD PROMOTE TOURIST BUSINESS With a greater influx of tourists into Utah this season than ever before it becomes more evident that a golden stream of travelers traveler's dollars now passing through Utah towns could in many in In- instances Instances instances stances be diverted Into local hands Both Zion and Bryce report Increases In tho tourist visitation for June as 1 I compared with June of last year A com corn comparative comI I travel data report Just Issued for br the current travel year shows tourist travel in the National Parks to be up 11 per gent cent ent I Nearly every community on the states state's major highways have something oZ of tourist Interest Many communities have Utah Pioneer museums art ar ex ex- exhibits exhibits ex- ex exhibits hibits collections of or Indian artifacts 1 mineral collections points of historical I interest or other items of unusual In Interest In- In Interest interest terest extremely interesting to the tra tra- traveler traveler tra- tra traveler veler tourist and sightseer anxious to see everything his travel itinerary can offer i Unfortunately the traveler in Utah is passing p ing such places by the thousands completely unaware they exist It is up to local communities to do something so thing about the situation I Tho Th State Department of Publicity Is anxious to cooperate with communities I civic groups or individuals who feel they i have something to offer the tourist Since actual records compiled by the Publicity Department reveals that the i tourists in Utah are spending 26 every everyday everyday everyday day they are in the state anything that Utah cities and towns can offer them by way of historical scenic or educational I interest tends to prolong their stay To hold them in Utah only a few more hours or another day or so in- in increases InI Increases I creases by millions of dollars the annual I I tourist expenditure in this state Thousands of prospective and travelers write the Utah Department of Publicity annually trying to find out what Utah has to offer a tourist passing through the state They are eager and anxious to see everything of or Importance the state has to offer While the Utah I Publicity Department nt does everything possible to inform these folks on major scenic attractions it Is now up to local I community leaders to get into the harn- harn ness and cooperate with the state in inI trying to influence the tourist visitor I to spend more time in Utah Travelers Ti on a strange highway pay I considerable attention to o road signs and andI there are still two months left when the major I i highways of Utah will be crowded I tourist automobiles carrying peo- peo looking for a a place to eat where food food is above the average looking for fori i I sights and scenes scenes which are strange to their eyes and for friendly people These I I traveler will stop If 1 intriguing road signs I signs advise them that there Is some- some lag ing ahead worth stopping for If they linger Unger they will spend either for food gasoline or other Items they need This I expenditure boosts local prosperity and andI I puts into circulation money which ultimately flows into many pockets I Tourist Tour st courts and gasoline stations can do much to remind visitors that the community has something of ot unusual interest A few suggestions by operators of such places often results In holding tourists In certain communities for many hours thus paying dividends to toI toI I all concerned I VACATION TRAVEL TRENDS According to American Automobile I Association experts the the tourists this I year are acting contrary to expectations Continued on Page Four |