Evening star., 1925-10-08
HAWAII BOOSTERS
SEEKING TOURISTS
Plan S1,000,O00 Advertising
Drive and Are Making
Many improvements.
BY CARROLL BINDER.

Hawaii has been advertising its
charm for 20 years but it's develop
ment as a tourist center is only be-
ginning. The entertainment of tour
lists ranks third or fourth as q reve-
nue. producer for the territory.
That the Hawaiian Islands are fast
becoming the Fairgrounds Of the Pa
cific is apparent. Capt. Robert Dol
lar, the Scotch American shipping
magnate who knows the Pacific as
few men know it, predicts that Ha-
wall will soon have as many tourists
, from the Antipodes and from the
Orient as 1t has from the Western
world. There are now in the islands
many visitors seeking respite from
the Antipodean Winter.
Hawaii apparently has succeeded
IN destroying the illusion that it is
exclusively a Winter resort, for the
hotels are almost as crowded in mid
Summer as in the months which the
mainland associates with Winter. The
richest resource of the islands is its
equable climate, which varies from 60
30 S5 degrees throughout the year.
George T. Armitage, secretary of
the Hawaii Tourist Bureau. estimates
that the tourist crop Is worth S5,000,-
600 year to Hawaii. The bureau
spent 100000 on publicity last year
and received more than 10000 tour
lists.
Wants 81, ,o0O, 900 for Advertising.
leading editorial in the Honolulu
waii with 100000 Asserting that
the Los Angeles Chamber of Com
merce is raising that sum to boost the
southern California metropolis, while
Miami is spending millions for adver.
tising, the Advertiser bids Hawaii do
likewise
why not 81 1.oOo. 900 with which to
advertise Hawaii?" asks the Adver-
tiser.
why not make a big territorial
proposition of it? Why not let every
island join in a vast, comprehensive
campaign to let the wide, wide world
and especially the wide, wide United
States-know something definite, some
thing big, something tangible about
Hawaii"
This emphasis on mainland boosting
methods does not meet with favor
from some of the older residents Of
the Territory, who fear that marked
increase in the tourist invasion would
destroy Hawaiian traditions of friend
Hness and hospitality. There Is also
apprehension lest a tourist boom be
accompanied by an unhealthy infla-
tion of other lines of business.
Powerful economic forces, however,
point to a victory for the tourist-indus.
try boomers. Hawaiian capital must
have additional outlets. Unless sugar
reaches cents it will not be profit
able to cultivate additional sugar
lands in Hawaii and sugar magnates
turn to the tourist business as a safe
and profitable activity for surplus
funds.
Gov. Wallace r. Harrington vel
comes this tendency to invest surplus
money earned in sugar and pineap-
pies, in transportation and hotel en-
terprises. 1t means more business
more population, more opportunities
the development of Hawaii as a ma
tional and international ground for
| rest and recreation"
New Ships in Service.
Transportation is OF course the
handspring of expansion in the tourist
industry as we'll as in the general COM
merCial development of the island
Facilities for interisland and oceanic
travel are being extended rapidly
Capt. Robert Dollar has taken over
the five president" boats formerly
operated by the Pacific Mail UNITED
States Shipping Board). These, with
the old Dollar oriental service, have
greatly increased mail and passenger
facilities for Hawaii as wei as other
A,llc regions.
ne Matson Navigation Co. which
ofSrates Is vessels between Hawaii
sSl San F'eancisco and Puget Sound
ports, is building S6 500. 900 liner for
Hawaiian service, which is promised
to be the finest ship in the Pacific The
Malolo, the new vessel will be called.
is to go into operation in 1927 and will
make the trip in four and one.half
days (six being required by the rest
of the Matson boats. 1t will accom-
modate $50 firSt-claSs passengers.
Hawaii enjoys semi-monthly service
TO and from Los Angeles, and the
Canadian-Australasian line between
Sydney and Vancouver plays a. large
part in the Hawaiian tourist traffic.
The Aarangi, which went into the
Australia sian service this year, is the
largest Diesel engine steamship in the
world.
The Hawaiian Meat Co. and the
Standard Oil Co. have put new vessels
into ihterisland service and the Inter.
Island Steam Navigation Co, which
handles much of the passenger busi-
ness among the various islands, has
ordered 81 ,000,000 liner to extend its
service.
Good Roads; More Hotels.
Hawaii has expended $25, 200, 900
since 1901 on main highways which
are vital units in the military nd m