"SELLING NEW ZEALAND"

Shannon News, 22 November 1927, Page 3

"SELLING NEW ZEALAND"

Special Convoy Tours big English"" movement (By W. J. Keyes, 8.A.). The Government and private enterprise have not fully awakened to the of co-operate effort in "Selling New Zealand" abroad. With 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 booked 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 has been given to tourist expansion in New Zealand by the action of public' spirited bodies in our Motherland, and remarkable publicity in England, instituted by our Government, has been followed by a enormous number of enquiries from the best- class of English tourist, who are desirous of visiting 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 pur Empire ideals many distinguishing naval officers are becoming associated with the "convoy system" of bringing tourists to tins country. Under the convoy system, so called because tourists are linked up in every port of call with naval officers who are associated with the movement from a patriotic point of view, tourists are enabled to see the Empire, and particularly New Zealand. und>r excellent conditions with the knowledge that they are being directed to the most ideal parts of the 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)" viewpoint. Tourists so "convoyed" gain a sjreat Empire lesson, and realise how the component parts of the Commonwealth of Nations are welded together in bonds of kinship - and harmony for all peoples .under the Union Jack. The New Zealand Publicity Department, despite the criticism of. opponents, has consolidated its work in an unmistakeable fashion during the past twelve months.', In England, America, hi various parts of our Empire, and on the Continent of Europe, through the Press, and also visualised on th e motion picture screen 1 . New Zealand is before the world in a manner 'never hitherto achieved.

Wc 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, who have remarked.' that.- the Commonwealth of Australia, despite the ingenuity of its publicity officials, recognises our superiority in the propaganda field. > The Press has also done its part m 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 be done, and we as citizens of one ->f 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 feel pleased at the publicity work already accomplished. We must continue in our endeavours to excel all previous records and build for bigger business. We must eliminate insular feelin* and give a hearty welcome in the approaching season, and all seasons to eome, to all visitors to our shores, man and woman can co-operato in this work by being courteous and hospitable to visitors, and ensure that their stay is rendered enjoyable in

.-very way.. Our national character must be maintained, and it is incumbent upon evervbodv to participate in the work of improving our national credential, which very often can be assisted by Ihe 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.