To attract tourists to Jamaica, Doyle Dane Bernbach created a campaign which is a classic of travel advertising. Click here for hi-res image. For most Americans, cost is the biggest obstacle, followed, I believe, by fear. Fear that they won’t be able to communicate. Fear that they will lose their money. Fear of the foreigners; research has found that Americans believe the British to be polite, honest and aloof, and the 1 French to be rude, immoral and dirty. Fear of the food. Do your best to allay these fears. Patterns of travel are peculiarly subject to fashion. The Virgin Islands may be all the rage one year, Hawaii the next. Try to put your country on the map, with headlines like Suddenly everyone is going to Ruritania.