“THE TOURIST CROP”

Manawatu Standard, Volume LII, Issue 108, 7 April 1932, Page 4

“THE TOURIST CROP”

EYES ON THE SOUTH SEAS. NEW ZEALAND’S ADVANTAGES. “This is the era of the South Seas so far as tourist traffic is concerned,” said Mr Harley E. Pippin, who was the chief speaker at a lunch meeting of the Auckland Rotary Club. Mr Pippin had been billed to speak on the subject of “The Advantage of Tourist Traffic to New Zealand,” and he began by stating that he preferred to designate his subject “The Tourist Crop.” The tourist trade should be considered on similar lines to that of sheep raising, dairy production and grain growing, namely, bb a crop that was raised every year and which could be stimulated by the adoption of special measures, he said. I Emphasising the importance of the tourist trade in various countries Mr Pippin stated that Canadians received from U.S.A. alone no less than 300,000,000 dollars annually and it was second only to wheat as Canada’s leading crop. Some might say that these results were exceptional as Canada was alongside U.S.A. However, that distance was no detriment to the promotion of tourist traffic could be realised when he stated that Franoe budgeted on annual reoeipts from American tourists of 300,000,000 dollars and Japan, 400 miles out in the Pacific, 100,000,000 dollars. The fact had been definitely proved that Americans would travel any distance if they were satisfied with the objective. In this respect, said Mr Pippin, New Zealand was in an exceptional position. Having been connected with tourist organisations for a number of rears and having travelled extensively, he could state that no other country in the world possessed the special advantage of New Zealand. This country had a priceless heritage, inasmuch as it had concentrated in a' relatively small area practically all the scenic and other natural wonders which were scattered over the rest of the world. DRIFT FROM EUROPE.

Specialists In tourist traffic had sensed several years ago a definite drift from Europe. People were tired of tho familiar sight-seeing routes and programmes of the Old World, and were looking to the Southern Seas. This had been very definitely shown in the case of Hawaii. In ten years tire tourist trade in that country had progressed from practically nil to a position where it was the third industry, ranking next to sugar and pines. From Hawaii, New Zealand was simply another stage. In stimulating the tourist crop for this Dominion, the Government itself had done good work up to a point, and such writers as Zane Grey and Peter B. Kyne had contributed valuable propaganda. Through these agencies and motion pictures, a position had arisen where New Zealand possessed a definite lure to the intending tourist. Steam ship companies were recognising, *in framing tlreir policies, the fact that this was the era of the South Seas and most of the new tonnage in passenger vessels was being devoted to this trade. They were building for the future, for they realised that the tourist trade, though affected by the general depression, was not dead, but merely dormant- The desire for travel was as strong as ever and would soon manifest itself when world conditions improved.

RECEIPTS WIDELY DISTRIBUTED. Unthinking persons occasionally attempted to depreciate the importance of the tourist traffic, *£-1 one or two merchants got all the real money that came in. Actually there were few industries in connection with! which receipts were more widely distributed. The money spent by the tourist from the tune he stepped, ashore could he traced through numerous occupations from the hotel porter to the farmer. Careful inyestigations showed that of every £1 spent by the average American tourist retail tradesmen secured 25 p«r cent., restaurants 20, hotels, etc., 17, g ar “ ages, etc., 12, transport 10, amusements 10, confectionery 6. Mr Pippin emphasised that it was in times of stringency that espixiial efforts should be made to exploit any. source of revenue from which greater receipts were possible, and this was essentially the case if every effort were made to enhance the tourist crop.