VALUE OF TOURIST TRAFFIC

Dominion, Volume 23, Issue 196, 16 May 1930, Page 11

VALUE OF TOURIST TRAFFIC

Sir, —“C.V.T.T.” is a mass of contradictions. He says he is in favour of tourist traffic, but does not believe in. advertising for it. What is good for every country in the world, including Japan, China, Java, and even Madagascar, is not for up-to-date New Zealand. South Africa spent £45,000 per annum, and quadrupled its tourist traffic in six years. France, because there is a 'falling-off of visitors from U.S.A., recently sent two agents to America with £170,000 to spend on a year’s campaign. Americans spend, according to Air. C. W. Wilson, 616,000,000 dollars in touring other countries every year, and New Zealand gets only 300,000 dollars of that as her share. Southern California has a “tourist influx” of 1,500,000 people crossing its borders every year, and this does not include conventions, and in 1926 no less than £34,600,000 was added to business channels during the year. The “tourist crop” represents a weekly income of £660,000, spread evenly over the year, and is new -money, in addition to the State’s natural resources and industries, put into circulation. The advertising costs one shilling for every £25 spent by the tourist. But greater results are realised from the shilling investment. Firstly, the cash expended by the visitors provides year-round employment for the 'traders’ customers. Secondly, out of every million who visit, statistics show that 10 per cent, remain to establish permanent homes or take up land and these 10 per cent, are the pick of the lot—alert, progressive and resourceful The experience of traders marched with the increase of tourists and population, and showed increases in business in ten years up to 270 per cent. Business people allow for 21 per cent, of their turnover to be spent on advertising—New Zealand in the past has only spent £35,000 per annum. If we spent £lOO,OOO per year it would only represent one-tenth of 1 per cent. A good tourist traffic would solve the unemployment problem. What is wanted is a “selling” staff to supplement the “telling.” Zane Grey has tpent many thousands of pounds in this country, and he told me that he was first attracted by a New Zealand Government film which he saw in California.

We certainly are nearly three weeks’ journey from the world’s greatest source of tourists, but faster steamers will come with, a greater tourist traffic.—l am, etc., J.O.R. Wellington, May 12.