TOURIST TRAFFIC
SEASON’‘S PEOSPECTS BRIGHTER
SOUTH ISLAND IS NEGLECTED
Reports that with the improvement
ip economic conditions overseas the prospects for a better tourist season arc brighter and that already an improvement is noticeable will give considerable satisfaction (says Urn "Press'’ in an editorial). It will b e more satisfactory still for the South Island if greater numbers of the visitors can be induced to make their itinerary extend here. In the pist it fyas been a grievance of the south that too many tourists have contented themselves with ,a round of the North Island resorts, and thatfor various reasons there has been an
inclination to neglect the south. Numbers of visitors to this island have expressed surprise that its attractions r.re not v moro widely known; others have been good enough to Jeaven their praise and appreciation with some sound advice. Mr Lincoln Ellsworth, the explorer, was th 3. candid friend when he reminded New Zealanders that other countries "are as well provided with natural tourist attractions as is the Dominion and that those countries are nearer the centres of population and therefore more likely to be visited. He indicated quite plainly, although he did not actually aay so, that/ the wealthy visitor, whom it is to our profit to attract, and who is accustomed to comfort and even luxury in travelling, would not always be satisfied with wh
at we have to offer unless it is accompanied by those amenities which his style of life has made him expect. It follows that if we ?re to attract visitors to our shores, and so to impress them that they will not only tell others to come here but also return themselves, we must study their likes and dislikes and make .available to them, as far as is humanly possible, all the conveniences and comforts with which they are familiar in their own country. For our own part it will be necessary for 11s also to look for tourist “markets” • in the same way that' we look for trade outlets and to exploit them by use of the most telling forms °f publicity.' . The East, for instance, appears to offer a.'field for tourist exploitation as. it does for trade. There, where tropical heat saps the vitality of Europeans, a strong appeal could be made by publicity. accentuating the cool and bracing atmosphere of our mountain and lake resorts. So must all our' publicity be designed to make a particular appeal in each country that we wish to exploit. Our chief dinger as a tourist country is complacent acceptance of the compliments of our friends and blindness to the need for improvement.
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Hokitika Guardian, 30 December 1933, Page 7
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441TOURIST TRAFFIC Hokitika Guardian, 30 December 1933, Page 7
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