NATIONAL PUBLICITY

Dominion, Volume 29, Issue 94, 15 January 1936, Page 16

NATIONAL PUBLICITY

Developing the Tourist Industry of N.Z. WORK OF DEPARTMENT “The money spent by local people or overseas visitors in preparing for and in travelling throughout New Zealand finds its way more quickly into satisfactory circulation than money spent in any other manner,” said Mr. L. J. Schmitt, general manager of the Tourist and Publicity Department in an interview in which he emphasised the importance of the tourist industry and outlined the work of the department in attracting visitors. The New Zealand Government Tourist and Publicity Department, Mr Schmitt said, was not, as some would seem to think, a purely itinerary-pre-paring organisation, neither was it mainly concerned with the securing ot bookings or the earning of revenue by tour sales. Its functions and its outlook extended 'far beyond these important but more or less minor matters. Primarily the department used the publicity funds made available to it for the purpose of making New Zealand better known and more attractive as a tourist resort, not only to tbe residents of overseas countries but also to those who lived within the Dominion.

Its advertising campaigns, even within New Zealand, he continued, made reference to all the main scenic resorts, and notwithstanding the fact that the department actually controlled and conducted many hotels and managed special holiday grounds, it did not take the view that these should be particularly stressed in its literature or newspaper advertisements or in the other forms of publicity which is used, such as films, posters, photographs, and wireless talks. When conducting its publicity overseas, New Zealand as a whole was again, of course, the general theme of its campaigns. Moreover, it directed its prospective tourists to contact not only its own overseas offices and bureaux for information and direction but also in the advertisements referred anyone likely to be interested in a visit to New Zealand to all travel agents. The department recognised the value of those organisations abroad whose business it was to sell all kinds of travel to all countries and encouraged such businesses to bring New Zealand, as a scenic, healthful and sporting wonderland, under the noticq of their many clients. Just' recently the department sent out 1000 very attractive shop counter signs to travel agents throughout the world. Co-ordinated Effort. “Internally,” said Mr. Schmitt, “every endeavour is made to co-oper-ate with all New Zealand organisations directly and indirectly associated with tours, and every assistance is being given to those whose business it is to transport and accommodate people who may be travelling within the country. Whenever the department earns any funds by booking for these organisations such funds go into the publicity account, thereby enabling the department still further to advertise travel to and in the Dominion. Further, a lead is given by the department locally and overseas which is being followed by other Governments and by private enterprise in the .way of attending tn every whim and fancy of the tourist. The department has on record a very large number of letters testifying to its efficiency and its methods of handling the finance, reservations, etc., of not only individuals, but also large parties of visitors. A number of the largest shipping organisations in the world have co-opted the services of the department and have tested its efficiency in providing for the comfort and enjoyment of passengers.” It waSj of course, well known, Mr. Schmitt said, that an important function of the department was to open up the isolated resorts and encourage New Zealanders and overseas visitors to travel to the Dominion’s outstanding scenic wonders, which had necessarily been developed by national funds under the Tourist Department’s direction. The department controlled over £1,000,000 of .this class of asset. Private enterprise could not be expected to risk the losses that inevitably resulted, at least in the early stages, when accommodation houses must be provided in places difficult of access. At the moment these more or less out-of-the-way hotels conducted by the department could bear favourable comparison with any hotels run by private enterprise in New Zealand, and this notwithstanding the many difficulties that pre sented themselves by way of distance and isolation. Time For Move Forward. Recently the department had’ communicated with all local bodies, chambers of commerce, manufacturers’ associations, travel clubs, progress leagues and similar organisations offering its co-operation and assistance in developing still further the great potential tourist economy of New Zealand. The Government wanted thesebodies to realise that they had an efficient and progressive department which had macle great progress, but which also realised that there was much to he done and that there were still greater opportunities ahead.

“The time is ripe.” lie said, “for a big move forward, and tbe new Government intends to utilise to the. fullest the wonderful asset New Zealand possesses in its tourist resorts for tlie enjoyment and pleasurable benefit of all tlie people of New Zealand and of those who come to us from overseas. This is a matter which concerns every man and woman in this country —ah can act as publicity.agents and take individual responsibility for inducing someone from overseas to visit this beautiful country. Tlie department will lie only too glad to give you the necessary attractive literature which will enable you to send necessary information to your friends. Every tourist that we bring to New Zealand will provide the funds for the employment of the breadwinner of a family for at least three months.”

The present season was iiy far Hie most successful from a tourist point of view that tlie Dominion bad ever enjoyed. More overseas visitors had arrived than ever before and others who had expressed their intentions to arrive would make the year a record one. Satisfied tourists were the besi publicity media New Zealand could have.