Word: touristic
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Dates: during 1950-1959
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Wherever Americans go, they can hardly avoid other Americans even if they want to. But few do. Around the world, they have one universal rendezvous for free advice, mail from the folks and, above all, the reassuring sight of fellow Americans: the nearest American Express office. It is the tourist's "home away from home," in the cozy words of American Express President Ralph Thomas Reed. A handsome, hazel-eyed man who looks like any other tripper when he goes abroad, Reed is the businessman who first applied to foreign travel all the ingenuity and resources of U.S. industry...
Womb to Tomb. For the tourist in trouble, American Express is a seasoned troubleshooter, will handle just about every imaginable disaster between womb and tomb. When an Egyptologist died abroad, she left a request that American Express have her cremated and scatter her ashes on the Nile. Asked by the U.S. embassy, in 1954, to look for a traveling Vassar girl whose father had died at home, the Paris office found that it had booked the girl on a train trip to Nice, followed the trail through five countries before catching up with her in Zurich. After a New York...
Good Will Ambassadors. Realizing that Americans do not endear themselves to foreigners merely by spending money, Reed also admonishes tourists to be "ambassadors of good will." His company passes out booklets setting down Reed's thoughts on tourist diplomacy (sample thought: "Everywhere the tourist is creating an impression...
Prices are still low in Spain. More than 250,000 U.S. vacationers are expected this year, v. 50,000 in 1953, when Ralph Reed persuaded the Spanish government to join American Express in a travel promotion program that touched off Spain's tourist boom. Palma de Majorca, in the Balearic Islands, is still the top tourist attraction, but the coves of Spain's Costa Brava and Malaga's sandy beaches will pull thousands of American sun worshipers...
...specifications as laid down by Moscow: a range of 2,000 miles, cruising at 500 m.p.h. at an altitude of 33,000 ft., carrying a crew of six plus 50 passengers in first-class comfort, or 70 passengers tourist style. In emergency operation, said the Russians, it can maintain an altitude of 15,000 ft. on one of its two jet engines...