SOUTH ISLAND PUBLICITY

Press, Volume XCVII, Issue 28536, 15 March 1958, Page 12

SOUTH ISLAND PUBLICITY

Mr Mathison Steps Up Output

The Minister in charge of Tourist and Health Resorts (Mr Mathison) has given orders for more publicity for the South Island. “I have affirmed in my department , that two-thirds of New Zealand’s scenic attractions are in the South Island,” he told a deputation from the Canterbury Progress League, * Christchurch City Council, and Canterbury Chamber of Commerce last evening.

“I also say that our hotel accommodation is also infinitely better than in Auckland,” Mr Mathison said. “I have told Auckland that the first thing they should do is provide more and better hotels.”

Mr Mathison also said that he had directed the publication of a neW brochure publicising the South Island. The Minister believes that, first, more New Zealanders should be encouraged to Alsee New Zealand first.” There were many persons in the North Island to whom the Soutji Island was unknown. Persons who knew their own country were a invaluable asset in stimulating the interest of tourists, he said. Then publicity in Australia should be extended, as the Dominion could accommodate (particularly in the South Island) more visitors from there. The third potential was in North America.

“People say we don’t advertise,” Mr Mathison said. Recently his department took two full pages in the "Daily Mail,” London, and arranged a 14-page supplement in the “Australian Women’s Weekly.” That cost a lot of money; but he thought tourism was the country’s most promising export. Publicity in North America was largely done by co-operation with other countries in attracting tourists to the South Pacific. When they came. New Zealand got its share.

Mr Mathison made tfyese remarks during his discussions on the future of the Christchurch international airport. He said he was certain that the present prospect of Harewood becoming the first port of call of big new airliners would do more than anything else to put the South Island on the tourist map.