Tourism As Source Of Overseas Funds

Press, Volume C, Issue 29712, 4 January 1962, Page 11

Tourism As Source Of Overseas Funds

“The problem of meeting New Zealand’s fall in overseas earnings is being viewed largely as one of stepping up internal production, diversification of products and of external markets, and of increasing exports over-all,” says the leading article in the “New Zealand Commerce,” the official magazine of the Associated Chambers of Commerce.

•'Actually, the two essential factors in economic expansion of any country are an increase in production and in sources of energy, and the exploitation of resources both actual and potential. There is a highly important industry which

New Zealand has not yet properly developed, and into which a great deal of drive could be injected to our great benefit in the earning of badly needed overseas exchange. We refer to the tourist industry,” the article says.

"While there has been some development in this industry in recent years, what has taken place in this country can in no way match the tremendous part played by tourism in the postwar economic development of Europe. As two exaamples, Austria earned more from

tourism than from exports of iron, steel and timber; for Britain, it represented the largest single source of American dollars. "Our acquirements of credits in foreign currencies is the important thing with tourism, but, in addition, internally everybody benefit* to a certain extent, particularly the hotelkeeper, the travel agent, the transporter, shops, theatres, restaurants, and the business community generally. "Travel is an invisible export and an intangible product, and, in the consciousness of public and private authorities and of the general community it should be elevated to a major place among our important industries. To us, tourists are important personages, and, as a people, we should let them know it, and set ourselves out to cater for them in ways which other countries have plainly shown us. "Tourism is international, it is big and its proponents think big. New Zealand must step up its own conception of the industry, study what other countries are doing, copy them where pract.cable and maintain the steady and sustained promotion that is essential.”