Tourist Trade BETTER OUTLOOK FOR NEW ZEALAND

Press, Volume CI, Issue 29901, 15 August 1962, Page 19

Tourist Trade BETTER OUTLOOK FOR NEW ZEALAND

[Bp

R. M. FIRTH,

tormerly New Zealand Consul-General and

Travel Commissioner in North America!

At a time when New Zealand must grasp every opportunity to increase income from overseas, the recent statement by the Minister in charge of Tourist and Health Resorts (Mr Eyre) about increases in our tourist traffic is a bright ray in an otherwise clouded economic outlook.

“The tourist industry,” said the Minister, "is now worth over £4,000,000 a year in directly traceable revenue. It does not take into account money spent on cruise ship tours, tours paid for here when only a deposit has been paid overseas of New Zealand currency brought into the country, . . . Tourism is already big business and is a business with infinite scope for development.” The reported revenue and the Minister’s comments are most encouraging. Tire value of the tourist traffic to New Zealand has been recognised only sporadically by governments of our country in the past. Its significance in the economy has been lost frequently against the background of our ever-increasing preoccupation with our primary-producing industries. Often the attitude appeared to be that, while tourism might be worth while, there was no real need for it. Rapid Growth Yet, in spite of our apparent indifference, the industry has grown rapidly in recent years, and is fast approaching the value which some enthusiasts predicted for it many years ago. For decades, tourist promotional activity was left to the efforts of an inadequ-ately-financed department of State and a handful of dedicated citizens who were considered by many to have merely a patriotic urge to spread the gospel of a beautiful New Zealand. Their belief that an increased number of temporary visitors would bring to us enconomic, social, and cultural advantages was met by counter claims that encouragement of foreign visitors would tend to weaken the bonds of Empire, that our choice scenic areas and fishing grounds would be over-run and despoiled, that such a traffic would have an undesirable influence on the New Zealand character, and (as one Cabinet Minister is reported to have said) that “we would become a nation of servile people.”

But as communication facilities have improved, and the need for closer international relations in all fields has become more apparent, public interest has been awakened: and our business community, realising that we have been eglecting an industry w’hich in other countries was found to be profitable, now gives active support to its encouragement. It has been recognised that our New Zealand tourist traffic income can be an important factor in assisting to cushion the shock of predicted economic difficulties. Lessons of 1870’s

We might have enjoyed the benefits sooner—now we need them. It is ironic that we in New Zealand should awaken at this late stage to the present-day values, economic and otherwise, of the tourist trade. As far back as the 1870's it had been appreciated by other New Zealanders; and the Government at the time had produced and was distributing informative and well-illustrated folders about tourist attractions. Visitors were being taken into Milford Sound by ship; there were excursions on Lake Wakatipu; scenic coach tours were available on the West Coast: people were encouraged to visit Lake Tarawera and the Pink and White Terraces; and the famed Thermal Regions of Rotorua were attracting health seekers. In 1901 the Government created the Department of Tourist and Health Resorts. A national tourist bureau service—the first in the world —was established. Spas and accommodation houses were provided at selected locations. Trout and salmon were introduced to our lakes and rivers, and imported game was released in various areas. Advertising campaigns of modest proportions lured visitors from Britain, Europe. Australia, and the United States; and within a few years New Zealand, though comparatively remote from the rest of the world, was

recognised as a "paradise for the tourist and sportsman.” Many visitors returned year after year to avoid the rigours of the Northern hemisphere winter. But our enthusiasm was short-lived, and was revived only halfheartedly from time to time during the next 50 years. During one of these periods of enthusiasm, a rush publicity campaign was launched in Australia; and in 1935 the effort was broadened to the United States and Canada. The business began to grow again, and by 1939 it had reached an encouraging level. Bigger Budgets

The war brought a cessation of these activities, and it was not until 1950 that the efforts were resumed. In 1951 a token budget was provided, with results indicating that a more realistically planned programme could be justified. Government appropriations were increased slowly, but were always conditional upon the more urgent claims on government funds. In such circumstances planning and continuity suffered. A further adverse factor was the unfortunate reputation which New Zealand had been acquiring for its accommodation. The development of amenities had not kept pace with the post-war growth of international travel. As a result, most of our visitors found themselves housed in establishments of poorer quality, which lacked facilities or whose proprietors had little interest in the tourist trade.

This unfortunate situation was not only a deterrent to our publicity efforts abroad; it (Vas a tragic setback to the industry in New Zealand: and it is taking a long time to overcome the prejudices it created. This applies particularly in travel trade circles in the countries from which we normally attract tourists.

However, it is obvious that the period of trials and tribulation and of error is coming to an end. Throughout New Zealand, in privatelyoperated and governmentcontrolled hotels, in the smaller guest houses, in motels and in the increasing number of restaurants, there are found generally standards of service and amenities which, though less pretentious than those abroad, reflect an appreciation of the needs of the visitor, and an atmosphere of simple friendliness which is a New Zealand characteristic.

And,- more recently, in step with this progressive improvement of conditions at home, our publicity overseas has entered a new phase, with greater co-ordination, with improved planning based on research, with appropriations permitting desirable continuity of effort, and —more important still —with the active support and blessing of both Government and private interests.