Southern California was ripe for tourism and many regions began to market themselves. Often utilizing nature as well as modernity within marketing “leisure, initially used to promote Southern California, would directly shape the region’s development.” Destinations that were often featured utilized California’s historic locations often highlighting the regions past. Monuments and locations with Native American, Spanish, and Mexican significance are featured concurrent with beautiful Coastlines and activities. One interesting relationship is San Diego and Mexico.
The International Boundary Line Postcard (above) embodies the international relationship tourism had in San Diego. The front asserts San Diego as geographically near Mexico to promote tourism to both areas as it reads “International Boundary Line Between US and Mexico 16 Miles South of San Diego, California.” The front image is a US Customs building with modern cars driving through. Three flags present two US flags fully unfurled and closest in the line of sight. The third flag, the Mexican flag, is between both of the American flags at a further distance with the fly dipping as to not reveal its identification rather to indicate presence, not pride. The building behind the modern looking customs building is the monument to the Revolution in Tijuana, a classic looking structure. This shows a clear distinction between the countries. The text on the back of the postcard serves as an advertisement for this relationship as well reading:
South of the border in Old Mexico are Tijuana, Ensenada and many points of interest. A blending of the quaint and the modern with a freedom of diversion. Visitors welcome and treated with courtesy…. Published by Hopkins News Agency, San Diego, Calif. Natural Color Post Card Made in U.S.A. y E.C. Kropp Co., Milw., Wis.- CDY
This descriptive text indicated that “Old Mexico” was worth visiting for alternative reasons than visiting San Diego. “Quaint” and “freedom from diversion” specified a relaxing time. If the reader was unaware they could visit a foreign country the final line asserts that not only would a guest be welcome but they would not have to fear a chaotic or uncomfortable reception upon their visit.
Review the postcards in the gallery below for more international imagery. Take note of the last four images as they have messages written from scenes. The final image reads:
Dear Lou: We drove down here today, – it is most interesting. The boys had tamales but I had Heinz soup for lunch. Love, Ada
