THE TOURIST TRADE

Hokitika Guardian, 17 November 1927, Page 1

THE TOURIST TRADE

‘SELLING NEW ZEALAND.”

SPECIAL CONVOY TOURS

BIG ENGLISH MOVEMENT

(By AY. J. Keyes, 8.A.)

The Government and private enterprise have now fully awakened to the importance of co-operate effort in “Selling New Zealand” abroaif. AYitli the approach of the tourist season for Christmas and the New Year, a great movement has already been noted in the number of Overseas visitors who have hooked for comprehensive tours of the Dominion. Despite the fact that certain sensitive American Tourist Agencies have determined to cut New Zealand out of their itineraries, great impetus lias been given to tourist expansion in Now Zealand by the action of public spirited bodies in our Motherland, and remarkable publicity in England, instituted by our Government, lias been followed by an enormous number of enquiries from the best class of EngA special convoy system for English ing the “Land of the Fern Leaf.” A special convoy system for English tourists has been instituted, and in the many public activities inaugurated perhaps that of naval associations stands out paramount above all other classes. Realising that the better class tourist possesses a valuable propaganda aspect in cementing our Empire ideals many distinguished naval officers uro becoming associated with the “convoy system” of bringing tourists to this country. Under the convoy systern, so called because tourists are linked up in every port of call with naval officers who are associated with the movement from a partriotie point of view, tourists are enabled To see the Empire, and particularly New Zealand, under excellent conditions, with the knowledge that they tire being directed to the most ideal parts of our country. Under the convoy system, naval leagues and allied organisations “Convoy” the tourist, and supply information of national value, apart from the strictly tourist “sight-seeing” view-point. Tourists so “convoyed” gain a groat Empire lesson, and realise how the component parts of the Commonwealth of Nations are welded together in bonds of kinship and liarmonv for all peoples under the Union Jack.

The resource of the naval officer has been recognised throughout the ages. In lime of war the Navy convoys troops to tHeir grim work of defending our national prestige and honour. Tn these days of reconstruction Hie same naval officers, in a disinterested voluntary manner from a commercial viewpoint are now uniting in various ways to convoy tourists on a peaceful mission, which is, nevertheless l , ot

llie utmost value in making the peoples of each pni't of our Empire eonversant with the "lories of the countries united under the British finlc. The Now Zealand Publicity Department, despite the criticism of opponents. has consolidated its work in an unmistakeable fashion during the past twelve months. In England, America, in various parts of our Empire, and on Die Continent of Europe, through the press, and also visualised on the motion picture screen. New Zealand is before the world in a manner never hitherto achieved. We have outstripped Australia in publicity, although our National advertising allocation is so much smaller. Evidence of this was brought under our notice recently by visiting tourists, wlm have remarked that the Commonwealth of Australia, despite the ingenuity of its publicity officials, recognises our superiority in the propaganda field. it is pleasing to observe that all tourist bodies in New Zealand are supporting each other on the common ground of expanding our tourist trade. A recent visitor, Lieut 15. 11. Alexander K.N.V.K. in a lecture before representative business men of Auckland last week, remarked: “There is no doubt that Unity is Strength,’’ and undoubted evidence of this from a

tourist aspect lias been supplied by lending citizens of tlie Dominion who have, voiced the advantages of this country in such a manner that it has commanded the attention of the whole world.

The Press has also done its part in a very material manner by cable communications, which have re-echoed round the world spreading the gospel of our tourist trade opportunities. Nevertheless a great deal remains to lie done, and we as citizens of one of the most richly endowed countries in the whole world, must not cease in our efforts to improve our national tourist asset It is not sufficient for us to feet pleased at the publicity work already accomplished. We must continue in our endeavours to excel al previous records and build for bigger business. AYc must eliminate insular feeling and give a hearty welcome in the approaching season, and and all seasons to come, to all visitors to our shores. Every man and woman can co-operate in this work by being courteous and hospitable to visitors, and ensure that their stay is rendered enjoyable in every way. Our national character must he maintained, and it is incumbent upon everybody to participate in the work of improving our national credential which very often can he assisted by the tourist, who. upon returning to his own land will carry such a good opinion of us that will assist, us in many ways, financial and social, to our future greatness as a nation.