TOURISTS FROM AUSTRALIA

Press, Volume LXX, Issue 21354, 22 December 1934, Page 23

TOURISTS FROM AUSTRALIA

# I Growth of Traffic WORK OF NEW ZEALAND DEPARTMENT Despite the very serious economic depression that began in Australia in 1930, the year the New Zealand Government decided to amalgamate its Tourist and Publicity Department with its Department of Industries and to reorganise its branches in Australia, there has been a remarkable advance in the business secured by the tourist offices in Sydney and Melbourne. The growth of the tourist traffic, noted by the Hon. R. Masters, Minister for Industries and Commerce, during his recent visit to Australia, is reviewed in the following summary Mr Masters has sent to "The Press." Taking the basic figure of 100 in 1928-29 (one of the most prosperous years Australia hey known), as representing the" value of tours actually sold before the traveller left Australia, the following movements have been recorded:— 1928-29 .. .. 100 1929-30 .. .. 70 1930-31 .. ..72 1931-32 .. .. 125 1932-33 .. ..320 "Therefore," says the Minister, "the business done in our bureaux in 1933 was more than three times that of 1928-29. When it is realised that this development took place during depression years, it is a hopeful sign that as matters generally become more normal a further expansion of this trade may be expected. "Another index below, showing the percentage of. tourists going to New Zealand who actually pre-paid through the New Zealand Government tourist bureaux in Australia, points to a considerable growth of the knowledge by Australians of the splendid facilities offered by the New Zealand Tourist Dej partment": ' 1930 .. ..7 p.c. 1931 .. . • 10 p.c. 1932 .. - - 27- p.c. 1933 .. •• 42 p.c. Shipping Fares While there were large numbers of Australians who would some time or other go to New Zealand, it must be remembered that as long as shipping fares were higher relatively than, say, to Tasmania, the proportion of the population who had the time and money to enjoy a holiday in thfc Dominion would be limited. Nevertheless, the business was j'rmvmK. and the present season pointed to being a record, despite counter-attractions at the Melbourne Centenary celebrations and the Royal celebrations in all the states of Australia. It must be remembered that most people could enjoy one holiday only in a year, and as thousands of Australians had visited Melbourne lately, the New Zealand "prospects" for 1934 were lessened. However, tourist traffic was not confined to any one year or season or place, and those who could not go this year might go next year. E ( Y, ei 7 avenue and type of publicity, follow up," and advertising was being exploited by the Trade and Tourist Commissioner on behalf of his department. Some, of the means were newspapers, scenic and topical films in picture houses, co-operation with the Australian National Travel Association in its publicity, radio talks about New Zealand, active co-operation and association with travel clubs and New Zealand films on passenger steamers coming from the United Kingdom to Australia.

New Zealand Offices Vast improvements had taken, place in the location of New Zealand's tourist and trade bureaux in Sydney and Melbourne. The headquarters of the New Zealand organisation in Sydney were in the "Commercial dress circle of the Commonwealth," opposite the General Post Office in Martin place, and the Melbourne office was in Collins House, the financial, shipping, and trading centre of Collins street. Every possible avenue was used by the department to bring New Zealand under notice, and it could be said without contradiction that New Zealand was becoming well and favourably known throughout Australia. Incidentally, the cruises to New Zealand had been very popular. The first and second boats had actually gone to New Zealand with 800 and 1000 tourists respectively. The other two ships were practically booked out, and it was significant that neither of the companies had found any necessity for intensive propaganda to sell these cruises to New Zealand. Most careful investigation had already been made by the Tourist and Trade Commissioner of the various phases of tourist development, both from a practical and psychological point of vie\y, and analyses of a most interesting nature had been made, These indicated the probable and possible prospective tourists, their percentage of the population, their average length of holiday, their capacity to pay, and their influence on their families and friends. Perhaps it was not realised that about 50 per cent, of the total Austrfilia-to-Australia cost of tours purchased through the New Zealand bureaux in Australia was made up of steamer fares. Encouraging Tourists To meet all classes of tourists various methods of handling clients and of inducing them to buy tours had been introduced, and great efforts had been made to make Australians realise that New Zealand was not far away, and that people with only a fortnight's holiday should visit the Dominion. The following schemes were in operation:— (1) "Fixed" itineraries. (2) "Place to place" itineraries. (3) "Charge en route" itineraries. (4) "Go as you please" itineraries. (5) "Letter of credit exchange free" tours. . . ... Thus every whim and fancy of the tourist was provided for. In addition there was the "introduction and advice" method of securing tourist business after the arrival in New Zealand of prospects who would not pre-pay in Australia.

"Excellent Facilities" "There are many other interesting and important phases of the tourist and publicity branch of the department," adds Mr Masters, "but I must content myself by concluding with this important statement: Hundreds of tourists booked by the New Zealand bureaux in Australia go to the trouble, on their return, of calling on the commissioner and his staff to thank them for the excellent facilities that provided what most of them call 'the holiday of their lives.' I am afraid is not realised by the public of New Zealand what important work the Department of Tourist and Publicity and Industries and Commerce is doing for the Dominion both within and without New Zealand, nor is it understood that practically every department or state in New Zealand utilises (and to a marked degree, in many instances) the services of our oversea officers in Australia. . "I desire to make special reference to the splendid work which the New Zealand Trade and Tourist Commissioner, Mr L. J. Schmitt, in Sydney, and Mr R. Firth, his assistant in Melbourne, are performing. Both these gentlemen are capable and worthy representatives of the Dominion, and are carrying out their duties in an efficient manner. These officers and their staffs are closely in touch with all branches of the commercial world in the Commonwealth, and we found their assistance and advice of the greatest value during our visit to Australia."