Tourism ‘booming’ in N.Z. this summer

Press, 27 February 1984, Page 4

Tourism ‘booming’ in N.Z. this summer

Wellington reporter The tourist industry has been booming this summer, according to information collected and published by the Tourist and Publicity Department. Fiordland and southern lakes venues had been very pleased with the number of visitors there, the department’s Queensland Bureau reported. Bureau ticket sales were up 42 per cent for the year ended December 31, compared with the previous year, and January sales were also up. The Railways Corporation’s passenger manager, Mr D. Shaw, said it had been a “boomer” summer for rail and Railways sea and road services as well. The new ferry Arahura which, with 1000 passengers could carry 200 more than her sister ferries, had sailed fully laden on most sailings, particularly during the Christmas-New Year period. Firm figures for the number of overseas tourists using the season ticket for travel on the railways were still not available, but Mr

Shaw said the venture seemed “to be coming along nicely.” A spokesman for Air New Zealand,. Mr R. Wallace, said the Tasman trade for December, January, and February was expected to show an increase of about 8 per cent when final returns were in.

The rise could be attributed partially to a publication launched last year for visitors booking in Australia, “The New Zealand Bargain Book.”

This booklet listed businesses offering reduced prices on accommodation, transport, tours, adventure holidays, and goods for sale. It identified New Zealand as a destination particularly for families and people wanting to “do their own thing,” Mr Wallace said. The general manager of Guthreys New Zealand Tours, Ltd, Mr B. Doody, said the real growth in recent years had come in the independent holiday market, even though demand for the more structured sightseeing package tours remained steady. Guthreys had doubled its business out of North

America in the six months to December, 1983, and 60 per cent of this 100 per cent had come from independent and self-drive customers. Increased sales could be attributed to active promotion campaigns in North America and other countries, which were targeted specially at this section of travellers, said Mr Doody. The long-haul markets Guthreys had been working on for four or five years were now starting to pay dividends.

The Minister of Tourism, Mr Talbot, said changes in market demand were being monitored closely by the department.

As a result, and where appropriate, the department had adopted a new approach to selling New Zealand overseas, and many others in the industry were doing the same.

Besides promoting New Zealand’s scenery, it was being promoted as the place to “come alive,” Mr Talbot said. The rise in tourist numbers and the favourable dollar exchange rate had helped reflect the success of this marketing strategy.