Tourist promotional effort to increase

Taupo Times, Volume 19, Issue 99, 23 December 1970, Page 11

Tourist promotional effort to increase

New information which could influence the type, scale and direction of New Zealand's tourist promotional efforts has been revealed by a survey of visitor expenditure patterns, conducted by the Tourist and Publicity Department's Development and Research Division.

Releasing results of the survey — the first of several in an intensified research programme — the Minister of Tourism (Mr Walker) said its main purpose was to identify the type of traveller whose presence in New Zealand was most beneficial to the tourist industry and the nation 's overseas exchange earnings. "To do this properly, it has been necessary to define, determine and analyse the expenditure patterns of various types of age groups of visitors from different countries," he said. "The expenditure survey alone is not sufficient to give us all the answers we need to mount promotioqal campaigns that will bring us even greater returns than we are getting now, but it does contain a lot of useful information and indications that will be followed up in further re-

search studies now being planned. "These are expected to indicate more effective ways of reaching the more rewarding segments of our tourist markets in Australia, North America and other countries from which we draw significant numbers of visitors." The expenditure survey was based on "departure lounge" interviews which determined spending patterns within New Zealand by more than 3000 visitors. Crosschecking with official statistics confirmed the reliability of the "samples' interviewed, enabling survey results to be analysed and projected within reasonable limits of accuracy. DETAILS Information sought included the visitor's country of origin, age group, length of

stay in New Zealand, the type of visit — holiday, business, "package tour' or indepeni dent travel — and an analysis of individual expenditure on accommodation, meals, transport, sightseeing entertainment, souvenirs and other purchases. The survey measured the extent of some marked differences already known to exist between the types of visitor arriving from Australia and North America New Zealand's two main tourist markets. While nearly half of all Australian visitors were found to be under the age of 35, only 21 per cent of North American visitors were in this age group. The survey estimates that in the last financial year, some 63,000 Australian tourists spent $14.8 million within New Zealand; 30,700 North Americans spent $7.5 f million; 1 1,250 tourists from | Britain and Europe spent $2.4 million and 13,000 ! "others' spent $1.7 million. A further $3.2 million was i earned from 17,000 business : visitors, while 75,000 cruise ship passengers spent approxi- - mately $825,000. Although North Americans on average appeared to spend more $246) than Australians ($235), the "average" expenditure of Australians was reduced because of the larger number who stayed with friends of relatives for some time during a New Zealand visit. In actual practice, Australians stayed in New Zealand almost twice as long as North Americans, and the "per

person" expenditure of Australians travelling on "package tours' was $306. PACKAGE The survey found that 'first-time' visitors were the principal patrons of all-inclus-ive package tours. On subsequent visits they were more likely to travel independently by rental car or scheduled services, often spending some time with relatives or with friends. Commenting on the popularity of package tours, the report says that people making a first visit to any country are generally uncertain about conditions they are likely to encounter. The chief advantages of package tours guaranteed availability of suitable accommodation and the assurance that transport connections will be made are regarded as more important than such draw-backs as rigid schedules "and the enforced company of people one may or may not find compatible." The report recommends that promoters of package tours should continue to examine their programmes, to ensure they cater for the very large "young market." ' The proportion of young persons on package tours makes it evident that the under-25 age group (mostly between 18 and 24) are an important element in these tours, ' the report notes. Tn fact, they are of the same order as those in the 45-54 and 55-64 age groups, who are generally considered to be the package tour travellers. '