The Tourist Traffic

Dominion, Volume 28, Issue 89, 9 January 1935, Page 11

The Tourist Traffic

Sir,—lt is gratifying to note that the public of New Zealand are at last beginning to realise the value of the tourist as a commercial asset who, as his numbers increase, will have a very powerful influence on the economic affairs, of this country. In these days of fafit-disappearing and quota-ridden markets it is imperative that New Zealand, should explore every possible avenue to obtain revenue from sources not subject to commercialised supply and demand. In our little country we have an ever-increasing asset in Nature’s scenic beauty, whose value is subject only to the limitation we place upon itby our failure to exploit it to the full in the open market of the world's travellers. Once in New Zealand the tourist need have no fear for his welfare, for on all sides one hears nothing but praise for the very efficient handling of the tourist traffic by the Government Tourist Department, who take care of the tourist, attending to every detail which makes for his pleasure and comfort iu travel and accommodation. Through the efforts of the department the whole of the machinery of the tourist industry has been organised. Until now, the many and varied sections have been able to handle any volume of business that is routed through the system, thus allowing the traveller to leave our country a satisfied tourist, a national asset, and an advertisement for New Zealand. Much has been said of overseas ad-

vertising and its relation to the attraction of the tourist, but here also we should not forget that every year, as proved by statistics, over a million pounds more money is taken from' New Zealand for travel abroad than the overseas tourist brings to our country. To counter this we must not only concentrate on the overseas publicity but also look closer home and launch an intensive advertising scheme within our own shores. This could be handled by a central committee of representatives of the various progress, advancement and tourist leagues, when the unsurpassed beauty of our country could be brought home to those who are interested in travel and so encourage New Zealanders to see and know their own country first. These societies, -who are al) doing consistently good work in their several directions, deserve more recognition and financial support from the\ people of the districts for whom they labour unceasingly to bring into prominence local attractions, the result of which is reflected in the stimulated interest in, and the increased business for, their town. Tourists are not only interested in the scenery, but also the people, the history of their country, their standard of living, and the manufactured products of the country. In this direction alone we could do a great deal of propaganda work if we could get the co-operation of such companies as the woollen mills, casein works, freezing works, butter and cheese factories, and many others to grant permission for those tourists interested to inspect their mills and factories and see for themselves the excellent class of goods and foodstuffs that are produced by our secondary industries. This impression would, without doubt, be worth a great deal of advertising besides adding to the

enjoyment and education of the tour. I. feel sure that the Tourist Department would be glad to hear from those companies who would co-operate in this way. T would also suggest that a complete list of all events such as sports, races, show galas, etc., to be held in places on the tourist routes be supplied to the department every month, and so cater also for the lighter side of travellers’ holidays. It is to be hoped that the Government will now give the matter of the tourist industry very serious thought and instead of making drastic and far-reaching change in administration, as suggested by the meeting of those interested in tourism, give the department the financial and moral support to enable it to carry on with the very important work of attracting overseas tourists to New Zealand, implementing closer co-operation between all units active in the tourist traffic, and by developing the industry to. such an extent that with the influx of the tourist an immenso volume of wealth will be released t r People of New Zealand. In this way the Government and the Tourist Department can contribute very largely to the restoration of the financial equilibrium of our country.—l am. etc.,

W. J. GILSEN HUGHES. Wanganui.