Nearest North As Tourist Market

Press, Volume CII, Issue 30264, 17 October 1963, Page 16

Nearest North As Tourist Market

The South Island’s nearest tourist market is the North Island. That is where local publicity organisations, progress leagues and tourist companies should promote the south’s tourist attractions, according to Mr R. Howlett, of Sydney, a director of Howlett, Keeling and Associates.

Mr Howlett, who was bom in Oamaru but left New Zealand and Oamaru when he was one year old (“the year Oamaru went dry”) handles the New Zealand Tourist Hotel Corporation publicity throughout Australia. He is in New Zealand for a fortnight to study the corporation’s hotels and offices. Mr Howlett said the South Island was prettier than the North. "There are very few places in the world Where so many facilities—you can go shooting, fishing in Fiordland, fly up to the snowfields—are within short distances of each other.” So much could be done in a short time, be sand. During the last two years New Zealand tourist publicity in Australia had emphasised South Island attractions “99 times out of 100.” The cost 'of the South Island promoting its attractions overseas was prohibitive. It cost £1970 for a fuU-page colour advertisement in one week's issue of the “Australian Women's Weekly.” The South Island should leave its publicity to a national body and concentrate on the North Island, said Mr Howlett.

Australia was New Zealand’s best market for tourists and would continue to be so, he said.

“One hundred and thirteen thousand Australians went overseas last year. 24,500 came home. This number could increase to 80,000 before tong. Already figures tor the first three months of this year were up by 24 per cent,” he said. “Australians are good spenders. There is a wealth of money to be made here. They enjoy much the same things as New Zealanders. They like comfort and good food," saiid Mr Howlett.

With only a few exceptions New Zealand hotels he had stayed in were “top standard.” The liiberalisaitnon of the liquor taws had done a lot of good for the tourist trade as well as for the country. he saiid.

There was room for improvement, however, in both hotel service and in keeping up, a high standard of food. He considered the ratio of luxury accommodation should be increased, “A lot of people don’t mind paying extra for their own toilet facilities and they should be available if wanted." On the other hand there were people who did not mind economy class travel and they, too, should be catered for, he said. Mr Howlett said that a tourist-minded population was necessary for a successful tourist industry. “Get the public behind the industry. Go out and sell it to them by bringing it home just what percentage of each £ spent by a tourist each section of the community gets,” he advised.