TOURIST INDUSTRY

Wairarapa Times-Age, 11 August 1938, Page 9

TOURIST INDUSTRY

DEVELOPMENTS IN SOUTH AFRICA GROWTH IN RECENT YEARS From the “Cape Argus” of May 12, 1938 has been extracted the article quoted hereunder which gives some indication of the attention now being paid to tourists and the importance of the industry, a new one in many countries:—. “Tourism is one' of South Africa’s newest industries —and also one of its most promising. It is the outstanding item of the Union’s invisible exports. “In 1920 South Africa was practically unknown as a tourist resort. About that time a start was made at putting the country on the map by improving roads, building bridges, improving travel facilities, and opening up the natural beauties of the country, as well as by advertising. In 1924 the number of bona fide overseas tourists and business visitors to the Union was 6196. In 1930 it was 9622, and by 1936 it had reached 15046. In addition to these, 20,508 holiday or tourist visitors entered the Union in . .1936, via the land ports of the Union, aking a total for the year of 35,554. “The average expenditure in the Union of overseas visitors has been proved by careful survey to average £lOO a head, reckoned on the lowest basis; and of those entering through the land ports (Rhodesia, Portugese East Africa, airways, etc.), £5O a head. “It is estimated that in 1930 tourists placed in circulation in the Union £1,900,000. In 1936 this figure had risen to £2,530,000. “Official figures compiled a few years ago show that the average tourist spends his money as follows: Hotels, 17.3 per cent; restaurants and cafes, 20.5; merchandise, 26; motor-car accessories petrol, oil, etc, 11.5; theatres and amusements, 8.5; transport 7; and sundries, 9.2. “The money that tourists spend in South Africa is of great importance to the country, for it is new money—money derived' from sources outside South Africa, and therefore a valuable addition to the national income. “The important of the industry is not limited to the actual cash expenditure of tourists. Tourists acquire a knowledge of and taste for the products of a country. By word of mouth as well as by samples they advertise those products on their return home or in their travels in other countries. To bring the consumer, in as great a number as possible, to your country, at. his own expense, and there advertise to him your products, is a far more effective, yet far less expensive, means of developing the country’s trade than dispersing your trade advertising to reach the consumer abroad.

“Tourist liners are today regular visitors to South Africa, and the country is becoming an increasingly active rival of the Mediterranean countries as a tourist field, particularly as it is as yet practically unexplored by the regular traveller. Quite a number of worldcruising ships that formerly travelled through the Mediterranean now go via Cape, and give their passengers a chance to see South Africa instead.”