NEW ZEALAND IN AMERICA.

Auckland Star, Volume LXVI, Issue 46, 23 February 1935, Page 8

NEW ZEALAND IN AMERICA.

Yesterday an American visitor to New Zealand stated tliat in the largest book shop in New York he could find only one book on this country, and that was by two Americans and included the South Sea Islands. To-day the Government . announces that it intends to appoint a resident Trade and Tourist Commissioner on the Pacific Coast of North America, with headquarters in one of the Calif ornian cities. There is this connection between these items, that it will be part of the Commissioner's duties to lessen the American ignorance of this country of which our visitor's experience is an illustration. The Government's decision, .for which, we take it, the Hon. E. Masters is- mainly responsible, is welcome as a step towards expansion in a great market of our trade in commodities and tourists. The difficulties that will face the Commissioner in extending ordinary trade are clear enough, but even under present conditions it should be possible to sell more New Zealand goods, and there should be somebody on the spot prepared to , take immediate advantage of any change in those conditions that is to New Zealand's benefit. In the tourist field his task will be easier. The decision to push our attractions in this way in the United States is evidence that the Government realises the value of the tourist traffic. There is a growing conviction that the difficulties of tire time in respect to the marketing of commodities make it • all the more necessary that the value of this country as a tourist resort should be exploited in every possible way. A good deal will, depend upon the type of man chosen for this and similar, positions. He should be something more than a capable business man. He should have a comprehensive knowledge of New Zealand attractions, conditions and history, be well educated, and possess good social gifts.