A TOURIST BOOM

Evening Star, Issue 21903, 14 December 1934, Page 3

A TOURIST BOOM

PUBLICITY REAPING REWARD MINISTER'S HEARTENINC SURVEY IPf.k United Press Association.] 1 INVERCARGILL, December 13. “ I anj. pleased to be able to state that it is now clear that the tourist traffic to New Zealand will this year show a large increase over tlie figures of the last four years,” said the Minister of Tourist and Publicity (Hon. Adam Hamilton) to-day. “Not only is the number of tourists who have already visited or are visiting the dominion much larger—early though the season yet is—but, judged from the collated reports of the department’s overseas commissioners and officers, greatly increased bookings have already been made for the remainder of the season, and a still further augmentation is confidently expected.” The passenger lists on all the incoming liners, Mr Hamilton continued, were heavier than in any of the four preceding years, the increase coming mainly from Australia, the United Kingdom, and the North American Continent. The success of the recent cruise from Australia to New Zealand of the Strathaird would, he was confident, ensure equal success f6r subsequent similar trips. Indeed, an additional cruise was already contemplated. Reports from Mr L. J. Schmitt, the trade and tourist commissioner in Australia, said the Minister, . showed that the' increased appropriation, for publicity work in the Commonwealth was already productive of excellent results. Every available method of spreading information about the arousing interest in the outstanding attractions which New Zealand had to offer visitors was being utilised to a greater extent. Newspaper advertising, special articles and photographs, films, posters, window displays, lectures illustrated by slides and films, and radio talks were being used, and the results were most encouraging. Mr Hamilton stated that Mr J. W. Collins; the Trade and Tourist Commissioner in Canada and the United States, had reported most optimistically as to the future prospects for tourist travel, following conversations ho had recently 'had with leading tourist agents in Montreal, New York, . and in the large centres of California. These agencies predicted that there would be a steady upward trend in "the tourist traffic to the South Pacific, and that the bookings shortly after the New Year would be double those of last season. Mr Collins had specially addressed educational authorities and teachers’ congresses, and as a result more than one party of teachers had booked trips up to two and a-half months in length. In addition, a series of electrical .transcriptions of most entertaining and colourful description of the dominion, synchronised with appropriate music and lasting approximately a quarter of an hour each, had been made for,broadcast purposes in the United States and Canada, and were providing miflioms ot listeners with an incentive to visit New Zealand.

“ I was present at a rehearse! of these transcriptions,” the. Minister said, “and was so favourably impressed that 1 decided to send them immediately to Australia for broadcasting. Two of them, however, will be available for the opening of the new IYA station and from the other main New Zealand stations next month.” While it had been necessary owing to the prevailing economic conditions during the past three years to curtail the expenditure on the preparation of publicity material, Mr Hamilton stated that it was his intention to broaden the distribution of publications dealing with New Zealand tours to provide additional window-display material, particularly posters and sporting trophies, for overseas use, and especially to widen the field for .the showing of films. Exhibitions in the larger cities of Australia, Canada, Great Britain, and the United States would also be iitilised. Travel, and shipping agents in these countries were increasing their. appropriations for advertising the dominion in periodicals and magazines of a' high class, and while Government expenditure in this connection had necessarily been somewhat restricted the Minister said he knew that the -interests concerned were pleased to have the department’s co-operation. Mr Hamilton added that he was convinced that the time had now arrived for a sustained and special effort to popularise New Zealand abroad to am even greater extent than .in past years. The present tourist season should prove the busiest period the dominion had experienced for some time, and steps would be taken to. consolidate the gains and extend them in the future.