N.Z. Image – 'Snow And Trout'

Press, Volume CII, Issue 30178, 9 July 1963, Page 12

N.Z. Image - 'Snow And Trout '

(New Zealand Press Association)

WELLINGTON, July 8

New Zealand could earn millions more from Australia’s tourist market, said the general manager of the Tourist Hotel Corporation, Mr E. C. Colbeck, on his return from an investigation and study of the tourist trade in Australia.

“We have a tremendous potential market just across the Tasman with 10,500,000 people interested in taking holidays somewhere. Last year only 26,500 of these people came to New Zealand.”

To attract a greater share of those potential tourists, New Zealand needed to change its image, said Mr Colbeck.

“We could encourage more Australians to this country if they had a greater awareness of the variety of our scenic attractions, the warmth of our climate and the standard of our tourist hotels.

“At present, the image in Australia is one of snow and trout, and, while this undoubtedly attracts some visitors, it also deters other potential visitors who are looking to other warmer countries as holiday destinations. A more balanced picture of New Zealand's tourist attractions would bring a greater flow of visitors.” Distinct Markets

Mr Colbeck said two distinct markets were apparent in Australia. They were a minor economy market and a major quality market. Australians, in general, were willing to pay reasonable prices for comfort and service, and many demanded facilities of international standard. He was of the opinion that too much emphasis and money were being expended on the economy market at the expense of the quality market. There was a great danger in over-selling economy and underselling quality. New Zealand should be sold as a quality market the year round.

not only in America and England, but jn Australia, too. “Economy tour visitors from Australia in 1962 amounted to 1628 out of 26,500, and of those 663 stayed less than two weeks. The total economy tour intake amounted to only 6 per cent of the visitors from Australia.”

Mr Colbeck said the Australian economy was now more buoyant, which indicated a sufficient market for leisurely, long-stay tour visitors who were not seeking bargain travel. “We can cater for these tourists and we should do everything we can to attract them.” he added. *