Tourism can 'boom again’

Press, 8 March 1989, Page 7

Tourism can 'boom again’

New Zealand has to step up overseas promotions to take advantage of optimistic signs in the tourist trade, the Mount Cook Group’s chief executive, Mr Norman Geary, says.

Mr Geary told Christchurch Rotarians yesterday that he was optimistic New Zealand and the South Island’s tourist industry could boom again. “But these days more resources are needed in offshore promotion,” he said.

New Zealand’s tourism industry had shown poor vital signs in the last few years with "holidaymaker” numbers declining and many businesses had entered the industry for a fast profit “going to the wall.”

Mr Geary said an excess accommodation capacity could prove a blessing. “That over-investment can be an advantage because to cater for any increase in tourist numbers in the future New Zealand won’t have the lag-time between investment and developing accommodation or attractions.” Other factors contributing to a brighter outlook for tourism were a weaker New Zealand dollar and tourist opera-

tors dropping charges. Mr Geary, who is a director of a number of tourist-oriented companies, said it was time to “regroup and realise the real potential of the industry.” The number of tourists visiting New Zealand had dropped 2 per cent last year. In 1984 annual tourist numbers rose 20 per cent. Discouraging trends showed Australian holidaymakers to New Zealand had dropped from 117,000 in 1984 to 87,000 in 1988. For every Australian visiting New Zealand three New Zealanders holidayed in Australia. These trends could be turned round by "aggressive marketing” in Australia and overseas.