Major Hicks-Beachasked the Prime Minister what arrangements have been made with the American Tourist Agencies to advertise the Festival of Britain.
§ Mr. H. MorrisonI have been asked to reply.
The Festival Office and the British Travel and Holidays Association are working in close co-operation in all matters concerning publicity for the Festival. It is the normal and continuing responsibility of the British Travel and Holidays Association to promote travel to Britain and they are putting forward the Festival as this year's main attraction. Apart from advertising in the United States, bulletins of information have been sent to all travel agents in the U.S.A. and material such as leaflets and posters produced by the Festival Office have been distributed by the British Travel and Holidays Association in large quantities. The New York Office of the British 157W Travel and Holidays Association maintains close touch with all principal agencies in the United States and both the British Travel and Holidays Association and the Festival Office maintain continuous liaison with the representatives in the United Kingdom. The aim has been to assist the agents to create a demand amongst the travelling public in the U.S.A. to come to Britain with the Festival as a main attraction and to ensure that the agents have the necessary information to meet it.