“N.Z. Difficult To Sell To Tourists”

Press, Volume CI, Issue 29844, 9 June 1962, Page 12

“N.Z. Difficult To Sell To Tourists”

(New Zealand Press Association) WELLINGTON, June 8. Most American travel agents claim New Zealand is difficult to sell to tourists because of “time, cost and distance.” However, four out of five still regard New Zealand as a “desirable destination” for clients’ vacations.

These facts are the result of an official survey of 290 travel agents in "16 main United States cities Details were released today by the Minister in charge of Tourist and Health Resorts (Mr Eyre). Mr Eyre said it proved New Zealand would have to push harder in the tourist field. Sixty-five per cent, of the agents considered time, cost and distance were against Americans coming to New Zealand “Most felt.that New Zealand’s main attractions for their clients were its magnificent scenery, its relaxing atmosphere, its variety of recreational activities. including hunting and fishing, the climate, and hospitable people." Mr Eyre said the survey was part of a new attempt to increase business from North America It was des gned to get at the heart of the problem—the travel agents who advised people where to go

The survey had been conducted by a specialist firm in Detroit 'ogether with New Zealand's North American advertising agency in San Francisco The survey showed clearly that much more must te

done to educate American travel agents about New Zealand Nineteen per cent, had said they knew “quite a bit” personally about New Zealand Thirty-four per cent felt they knew "a fair amount." But only 10 per cent, had been there.

However, growing interest was indicated because 55 per cent, of the agents and their staffs planned to make the trip.

“This awakening of interest was encouraging, but still far from satisfying,” Mr Eyre said. “It is obvious we will have to push a lot harder to focus attention on ourselves in the fierceiy-competitive tourist field. Fortunately, the survey gives us some clear leads as to how to go about it."