More Tourist Promotion

Press, Volume CX, Issue 32335, 29 June 1970, Page 22

More Tourist Promotion

(New Zealand Press Association) TE ANAU, June 28. The Tourist and Publicity Department will spend 20 per cent more on tourist promotion this year—the biggest increase made in any one year, the Minister of Tourism (Mr Walker) said at a Travel and Holidays Association meeting at Te Anau today.

The department was seeking a vote from Parliament of $650,000, $llO,OOO more than last year, but this total was still short of the amount the Tourist Development Conference recommended, Mr Walker said.

“Before we start spending much greater sums we want to be sure we’re spending the money wisely.” One of the reasons more was not being spent was that travel receipts were already well ahead of the conference's target, he said. Overseas earnings from tourism in the last financial year were $26,023,000 —a $5.9m, 29.5 per cent increase or nearly double the target figure. “As far as our earnings go we are running almost a full year ahead of target,” Mr Walker said. “Latest figures available show that in the five months to the end of last May receipts from travel totalled $13.8m —$2.7 m or more than 24 per cent better than the total at the same time last year.” The good results had given a breathing space enabling the department to take a closer look at the type, range and extent of present promotional activity, he said. “The very nature of the tourist industry is such that we have to be bold and aggressive in our approach to further development—but in thinking big we mustn’t lose sight of reality.” It was important that in main overseas markets the

most likely potential travellers should know what New Zealand had to offer, he said. “It is a waste of time, effort and money to flaunt our attractions before people who simply cannot afford the time or the cost required for a trip.” The department was increasing its research budget from $16,000 to $55,000. The bulk of this would be used for two special research projects in Australia and North America, he said.