TOURIST TRAFFIC

New Zealand Herald, Volume LXIX, Issue 21358, 6 December 1932, Page 11

TOURIST TRAFFIC

DOMINION'S PROSPECTS UNITED STATES VISITORS LARGE INCREASE EXPECTED EXTENSIVE PUBLICITY PLANS A marked increase in the number of American tourists visiting New Zealand can be expected to accompany an improvement in economic conditions, according to Mr. 11. E. Pippin, passenger traffic manager for the Matson Line in Australia and New Zealand, who left for Sydney . by the Monterey yesterday after a short business visit to the Dominion. Within the next few years, ho said, New Zealand would become one of the main tourist centres. "I have spent the greater part of my life among tourists," said Mr. Pippin. "It is my business to study them and cater for them. I can honestly say that the tourist 'drift to the Pacific' started before the world staggered under the blow of trade depression It was checked then, but it was not stopped. As soon as the barrier of depression breaks, the stream of tourists will inevitably flow to the South Seas. "New Zealand definitely has the attractions to offer American tourists. I have insjiected the country from the tourist angle and every visitor to the country holds the same view. Those conducting the tourist business in the United States are convinced of New Zealand's future from a tourist viewpoint, and -they are not letting up in the least in their efforts to have the scenic beauties and manifold attractions of the Dominion-brought home to the American people." Separate Campaigns The Matson Company was conducting two separate campaigns in . the United States, Mr. Pippin said, each with the object of developing the tourist traffic to New Zealand. Advertising and literature were made prominent features in national journals. This was the long-range policy, aiming at providing the reader with information regarding the Zealand was described as the tourist's para dise, which was nothing but the truth. Simultaneously, another campaign was carried on in the daily newspapers, concentrated mainly on the next sailing and emphasising special attractions for the particular time of the j-ear. Announcements regarding cruises by luxury liners were also designed to have a bearing on the regular service. In addition there was the personal publicity, carried out by over 20C0 tourist agents throughout the United States. They were supplied at regular intervals with literature concerning the latest developments in tourist activities in New *Zealand and had at their fingertips complete information regarding facilities for visitors. These men made their living by booking tourists and, consequently, their concerted efforts were all the more powerful. Comparison with Hawaii "The tourist traffic to Hawaii provides a fair illustration of what New Zealand ' may expect when conditions improve," , Mr. Pippin said. ''Ten years ago the ■ tourist traffic to Honolulu was practically non-existent; it was confined to a handful of visitors from the Pacific Coast. Today the tourist traffic is the third industry , of the island. This growth was a direct result of the same methods now ' being used to give publicity to New Zea- ' land throughout the United States. Frequently, we have had to run special tourist trains from New lork to San Francisco. ' "This is an indication of the 'drift to the Pacific.' To most American tourists j Hawaii is a great attraction. They have , seen it once and they want to see it 5 again—no one has ever been to Hawaii L . without wishing to pay a return visit but they know that there are more de- . jights further afield. As a result, they. 3 continue south to- Samoa, Fiji and the scenic wonders of New Zealand, s Dominion's Advantage "Among American tourists there is a definite reaction from Europe. Perhaps it ' is psychological, but the fact remains that there is a westward trend in the tourist ' traffic. It depends on individual desire whether tourists from the United States ! visit the Orient or the South Seas. My com pari v, at any rate, which has invested capital 'in'the tourist traffic to the South , Seas ami New Zealand, intends to de- . velop that traffic to the utmost. _ 5 "IF we succeed, I think I can claim : in all fairness that it will be-greatly to > Now Zealand's advantage. If there are 122,000.000 people at one end of-a line s and 1.500.000 at the other,- and they ini terchange visits proportionately, it is owt> . a matter of simple arithmetic to see which i country is going to benefit. Ihe to t 11 affio in New Zealand has a. marvellous 5 future." . . SOUTH ISLAND PROPOSAL ; FORMATION OF LEAGUE [BY TKt..KGRATH rHESS ASSOCIATION 1 v 5 DI'NEDIN, Monday ; \ conference of representatives <•* numerous borough and county counul., I and South Island organisation* unciested , i n the tourist traffic held at the Mouut I Cook Hermitage during the v '' Ka ' c;l ', ' ; Tunne'din, W. B. Steel and W. Bardsi- lev also of Duncdm, to draw up a c.i I eular to bo issued to local bodies and . others interested with a view to-seeuung the : r co-operation in the establishment j a South Island Tourist League.