POTENTIAL WEALTH

Evening Post, Volume CIX, Issue 123, 27 May 1930, Page 10

POTENTIAL WEALTH

NEW ZEALAND'S NEGLECT

TOURIST TRADE WITH AMERICA

FACILITIES BEQUIBED

(By T.C.L.)

"In your scenic attractions you have one of tho greatest assets any country can possess, but you arc doing little or nothing to exploit them." This observation was made aboard tho Niagara whilst steaming across the Pacific and carrying with it a largo number of Americans back from trips to Australia and. New Zealand. . With one accord they expressed themselves ;is thoroughly satisfied with their holiday in New Zealand, and some of them will return with their friends, and all should act on their return to America as publicity agents for the Dominion. Obviously the attractions and features of New Zealand, and particularly the friendliness of its people, had made a most favourable impression upon them.

This is the right type of tourist to cater for. They belong to the commercial, financial, and leisured classes of a great country, and are in a position to influence their friends to also make the trip and so get first-hand knowledge of the "Britain of the South." And knowledge brings understanding and friendliness between peoples who have so much in common—language, history, religion, and ideals.

The visitor responsible for the observation at the head of this article proceeded to explain. From the United States every year there- left on trips abroad no fewer than 360,000 to 400,000 people, all with money to spend, many with unlimited money. Some had been more than once to Europe, the West Indies, the Mediterranean, etc., and were looking .for fresh fields to conquer. Lust year over CO shipsful went to the West Indies.from United States ports, more than a dozen ships to the Mediterranean, over a hundred to Europe, six on world cruises such as the Malolo's, and so on. Some of this traffic could be diverted southward were the right measures employed and New Zealand sufficiently interested to awaken from its long apathy over tourist traffic possibilities. There were difficulties in the way, of course, said the American, who, by the way, possesses an intimate knowledge of the subject, and is regarded in his own country as one of the foremost tourist authorities. MEANS OF TRANSPORT. Firstly, there was the time it took to go to and from New Zealand, especially from the East of America. Most active business men could only/afford a month or two for vacation. The steamer journey absorbed 30 days at least, and New Zealand could only be imperfectly covered in ■ a month. On the other hand,, the American tourist could run over to. Europe in four or live days, spend 21 days there, and get back and resume work ill. a month. Then there was the poorness of the steamer service compared with the steamers running from American ports and catering for the tourist traffic. Tourists accustomed to modern conditions were not inclined to travel in boats without bedsteads and running hot and cold water,, and had longed ceased to travel on boats for the sake of travelling; they desired to reach*their destination speedily, and spend all their available time in seeing the attractions of the country. New Zealand had the goods to offer, and few Americans who had visited it had returned- disappointed. In fact they were generally most enthusiastic. Talks the writer had with the American tourists aboard abundanty proved the statement. They, could not have been more satisfied or more enthusiastic. " ' . \ In the Dominion itself there remained something to be done to facilitate tourist traffic. Some of the hotels were splendid, and their charges reasonable; but there were many others whoso tariffs could not, be justified by the service offered. The American tourist did not object to pay a fair rate, but; ho did expect adequate service, and 'in many instances he was not getting it to-day. This state of affairs should, be speedily remedied by those concerned, in their own interests as well as the country's. t;he personal touch. Another way in which things could bo helped was by the New Zealauders themselves taking an interest in visitors and offering them the hand of fellowship. The personal touch made all the difference. My informant instanced wlint had occurred in Honolulu, which 'we had just left. As v:o arrived, a Hawaiian band struck r,p a native air, followed by the British and American anthonis, and friends met visitors with garlands of beautiful flowers, called "lei," and placed them" over their heads, the idea being they should wear them during their brief stay, and, as the boat rounds Diamond Point, on its way out, throw them overboard, the current taking the emblems of love and friendship back to the- givers—a beautiful thought and idea, which appeal to the most prosaic. Behind it all, said the American, was the desire to impress upon the visitor the hospitality and beauty of Honolulu-^propaganda in a subtle form, no doubt, but there was no gainsaying the fact that it was most effective, and had helped to put * the town and island on the scenic map. New-Zealand-could not, of course, act in,precisely the same way, but it certainly could take a leaf out of Honolulu's book, and see to it that strangers from afar were shown a little friendliness and interest. Such would be returned a hundredfold, and lay the foundations for a better feeling and understanding .between the twb countries. . He instanced how this operated. Today the householder in Now York was obliged to po.y 5s per Jb for prime beef, and from 2s 5d to 3s for butter. These high prices were only possible, of course, by reason of the high tariff promoted in the interests of the primary producers. But there were good reasons to believe that the limit had been reached, iv this regard, and that a lowering could be expected within five years. The American . public were beginning to realise they were being called upon to-pay too much for their protectionist policy, and every tourist to New Zealand and Australia, who saw how cheap and good were these commodities, was a strong advocate of the lowering of the tariff in respect of these indispensable articles of food. Already ho was satisfied New Zealand could do much more than it was now doing in gettng its butter find meat on the American market, but proper; methods and organisation had to bo emrj ployed, and local assistance invoked and interest sought. Before, long the- tariff would bo lowered, as the public wanted, and must have cheaper fpod, and New Zealand had wonderful opportunities for establishing itself on the market. BUSINESS-GETTING. Finally, the- Tourist Department required to bestir itself and "get out after the business offering." In the past it had been asleep, and little or nothing was done to interest Americans in the country as a place of holiday and sojourn. Its advertising was designed to-attract the English. aiuV Australian visitor, and hundredweights

of this literature sent along to tourist agencies in tho United States that, finding no use for it, simply dumped it. There was no effort to organise tho publicity or business-get-ting work or personally instruct tho various tourist agencies in what New Zealand had to offer. Everything was casual and haphazard, and tho result was inevitable. The tourist business, like other business nowdays, required to be carefully studied and highly organised. A knowledge of psychology and considerable- experience'in handling trippers were essential to achieve success, different means had to bee mployed to interest and book up tho American from those used in respect of the English and Australian visitors.

During the past year, however, an improvement had been effected iv the | means of approach to the American and Canadian by tho appointment of a livo and experienced tourist agent, who was getting into personl touch with the thousands of tourist agencies throughout these two great countries, and he had been instrumental in designing and circulating amongst tho right pcoplo the kind of travel literature required. But much more needed to be done at the New Zealand end. The Tourist Office should be reorganised and life infused into its dry bones if it were to function as it should and justify its cost to the country, and its' officials made to travel and sco for themselves the conditions in the United States and Canada and the great opportunities tho Department has boon missing for far too long. Every tourist from these countries was worth from £220 to £300 to the Dominion, and the American, authority was satisfied from 3000 to 4000 could bo induced to go to New Zealand every year were a properly organised and earnest effort mado. This' would represent over a million sterling to tho' country, which was well worth striving for, apart from the other benefits thfit must follow the freer intercourse "between the jieoplc who matter on the great American continent and tho islands of the southern seas. •